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MKT421 Wk 4 DQ 3

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What does the term noise mean in marketing?
In the field of marketing, the term noise can be described as “…random and competing
messages that may interfere with the intended communication” (Kotler & Keller, 2009, p.
475). Advertisements competing with each other or campaigns that give out mixed
signals and hinder sales are counted as noise.
With so much advertising noise in the marketplace, how can a company ensure its
message is heard?
Effective communication is the key that ensures the message is being delivered clearly,
in spite of all the noise in the marketplace. Company should know what response it
would receive and this can only happen if it understands the target audience well. Core
components of the communication function include encoding, decoding, response and
feedback. Encoding of the message is a delicate job because every person will take it
differently as decoding abilities of different people are different. On the other hand, this
method can be very useful if the person encoding the message is an experienced one
and can convey the message in proper format.
Reference
Kotler, P. & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ:
Prentice-Hall.

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What does the term noise mean in marketing? In the field of marketing, the term noise can be described as "?random and competing messages that may interfere with the intended communication" (Kotler & Keller, 2009, p. 475). Advertisements competing with each other or campaigns that give out mixed si ...
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