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Marketing Communications

11

Fundamentals Of Communication In Marketing

NATURE OF INFORMATION

INFORMATION has been defined as consisting of all facts, estimates, predictions and generalized

relationships that affect a decision-maker’s perception of the nature and extent of the uncertainties

associated with a given consumer problem or opportunity.

•    ACTS: the simplest kind of information is an event or a condition that is directly observed

or believed by the individual to be an accurate representation of an event, including internal

events such as feelings or emotions.

•    ESTIMATES: these are based on inferences which can be logical or statistical. An individual

prefers to have facts but frequently uses estimates, due to time and cost constraints.

•    PREDICTIONS: these are beliefs about what will exist in the future.

•    GENERALISED RELATIONSHIPS: to obtain estimates and predictions, particularly for

complex problems, specific facts, concerning specific situations, must be related to each

other (cause and effect) and generalized to other similar situations and facts.

INFORMATION PROCESSING: is a series of activities by which stimuli or messages are transformed

into information and stored as experience. The processing of information is actively influenced by various

external sociological factors and internal psychological or physiological factors that have tendencies to

modify, shape or change consumer behaviour.

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers