Promotion must communicate effectively. Often, effective communication is very difficult to achieve. Understanding the whole communication process can improve promotion. Each of the different elements can influence the effectiveness of a firm's promotion effort. So, marketing managers need to consider each element when planning or modifying their promotion. The whole promotion effort may fail because of a failure in just one element.

Promotion must communicate effectively. Often, effective communication is very difficult to achieve. Understanding the whole communication process can improve promotion. Each of the different elements can influence the effectiveness of a firm's promotion effort. So, marketing managers need to consider each element when planning or modifying their promotion. The whole promotion effort may fail because of a failure in just one element. Communication between two people is difficult. Communication between a company and a customer is even more difficult. Trustworthiness, credibility, and message channel choice create a complicated interaction for customers. Good marketers carefully plan all aspects of communications with their customers. The concept of online auctions has been around for quite some time. Since eBay's inception, consumers have readily accepted the idea of an auction being placed online. However, a relative newcomer to the online auction arena is a company called Beezid.com. On the surface, the company operates an auction format that consumers are very familiar with. However, Beezid.com is, in fact, very different. The Beezid.com auction format allows consumers to place bids in a penny auction format. That means that any bid placed by a consumer will only increase the bid amount of the item by $0.01. From the outside, that seems like a very difficult way to make money on an auction site. The caveat is that Beezid.com actually charges bidders to place a bid. Bid packages are available, and when purchased in quantity, consumers may pay as low as $0.60 per bid. The company has recently begun placing television ads. After considerable research, Beezid's advertising agency crafted a highly persuasive message that focuses on the extreme value received by the winning bidders of an auction. In one version of the advertisement, the announcer lists these values including a 50" plasma TV for $8.79, a brand new car for $652. and a computer monitor for $12.51. The ads have been placed in multiple time slots on DirectTV's network throughout the day and early evening hours when consumers are hopefully viewing. The drawback of this programming choice is that early evening is when most consumers are busiest with household duties such as preparing dinner. Care was taken to explain the nuances of the auction format in the 60-second advertisement. The company measures results of the advertising campaigns by providing unique landing pages on their website. This exercise is designed to enhance your understanding of the traditional communication process in promotion planning. The focus here is on specific elements of the process. Drag and drop the elements of the communication process into the correct order. Source Feedback Feedback Noise Message Receiver channel The Traditional Communication Process Noise Decoding Encoding