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CHAPTER 7 – COMMUNICATION CONCEPTS & PRACTICE - Coggle Diagram
CHAPTER 7 – COMMUNICATION CONCEPTS & PRACTICE
Six Elements of Effective Communication
Understanding
Believing
Paying attention
Remembering
Receiving the message
Acting
Influencing Factors
Timing, context, credibility of the source.
Importance of WOM & eWOM.
Channel variety.
Message Design
Based on shared experiences.
Use storytelling, visuals, positive language.
Clear, simple, relatable.
Objectives of Communication
Acceptance
Attitude change
Accurate dissemination
Behavior change
Message exposure