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Integrated Marketing Communication Chapter 4

The document discusses the communication process, including the basic model of communication with a sender encoding a message that is sent through a channel to a receiver for decoding. It describes key aspects of the process like the source, message, channel, receiver/decoding, noise, response/feedback. The goal is for the receiver to correctly understand the meaning or interpretation of the message sent. Later sections discuss analyzing the receiver and how to identify the target audience to influence its decision making through marketing communication.

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Bilawal Shabbir
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818 views11 pages

Integrated Marketing Communication Chapter 4

The document discusses the communication process, including the basic model of communication with a sender encoding a message that is sent through a channel to a receiver for decoding. It describes key aspects of the process like the source, message, channel, receiver/decoding, noise, response/feedback. The goal is for the receiver to correctly understand the meaning or interpretation of the message sent. Later sections discuss analyzing the receiver and how to identify the target audience to influence its decision making through marketing communication.

Uploaded by

Bilawal Shabbir
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 11

THE COMMUNICATION Chapter - 4

PROCESS
NATURE OF COMMUNICATION

Communication has been variously defined as the passing of information, the


exchange of ideas, or the process of establishing a commonness or oneness of
thought between a sender and a receiver. These definitions suggest that for
communication to occur, there must be some common thinking between two
parties and information must be passed from one person to another (or from
one group to another).
Language is one of the major barriers to effective communication, as there are
different languages in different countries, different languages or dialects
within a single country, and more subtle problems of linguistic nuance and
vernacular. This can be particularly challenging to companies marketing their
products in foreign countries.

Wednesday 8 December 2021 Integrated Marketing Communication 2


BASIC MODEL OF
COMMUNICATION

Wednesday 8 December 2021 Integrated Marketing Communication 3


SOURCE ENCODING

The sender, or source, of a communication is the person or organization that


has information to share with another person or group of people. The source
may be an individual (say, a salesperson or hired spokesperson, such as a
celebrity, who appears in a company’s advertisements) or a non personal
entity (such as the corporation or organization itself).
The communication process begins when the source selects works, symbols,
pictures, and the like, to represent the message that will be delivered to the
receiver(s). This process, known as encoding, involves putting thoughts, ideas,
or information into a symbolic form. The sender’s goal is encode the message
in such a way that it will be understood by the receiver.

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MESSAGE

The encoding process leads to development of a message that contains the


information or meaning the source hopes to convey. The message may be
verbal or nonverbal, oral or written, or symbolic. Messages must be put into a
transmittable form that is appropriate for the channel of communication
being used.

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CHANNEL

The channel is the method by which the communication travels from the
source or sender to the receiver. At the broadest level, channels of
communication are of two types personal and non personal.
 Personal channels of communication are direct interpersonal (face-to-face)
contact with target individuals or groups. Sales people serve as personal channels
of communication when deliver their sales message to a buyer or potential
customer.
 Non personal channels of communication are those that carry a message
without interpersonal contact between sender and receiver.

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RECEIVER / DECODING

Decoding is the process of transforming the sender’s message back into


though. This process is heavily influenced by the receiver’s frame of reference
or field of experience, which refers to the experience, perceptions, attitudes,
and values he or she brings to the communication situation.
For effective communication to occur, the message decoding process of the
receiver must match the encoding of the sender. Simply put, this means the
receiver understands and correctly interprets what the source is trying to
communicate.

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NOISE

Throughout the communication process, the message is subject o extraneous


factors that can distort or interfere with its reception. This unplanned
distortion or interference is known as noise. Errors or problems that occurs in
the encoding of the message distortion in a radio or television signal, or
distractions at the point of reception are example of noise. When you are
watching your favorite commercial on TV and a problem occurs in the signal
transmission, it will obviously interfere with your reception, lessening the
impact of the commercial.

Wednesday 8 December 2021 Integrated Marketing Communication 8


RESPONSE / FEEDBACK

The receiver’s set of reactions after seeing, hearing, or reading the message is
known as a response. Receivers responses can range from non observable
action such as storing information in memory to immediate action such as
dialing a toll-free number to order a product advertised on television.
Marketers are very interested in feedback, that part of the receiver’s response
that is communicated back to the sender. Feedback, which may take a variety
of forms, closes the loop in the communication flow and lets the sender
monitor how the intended message is being decoded and received.

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how to
ANALYZING THE communicate with
the audience to
influence its

RECEIVER decision-making
process.

Wednesday 8 December 2021 Integrated Marketing Communication 10


IDENTIFY THE TARGET AUDIENCE

The marketing communication process really begins identifying the audience


that will be the focus of the firm’s advertising and promotional efforts. The
target audience may consist of individuals, groups, niche markets, market
segments, or a general public or mass audience. Marketers approach each of
these audiences differently.
Marketers look for customers who have similar needs and want and thus
represent some type of market segment that can be reached with the same
basic communication strategy. Very small, well-defined groups of customers
are often referred to as market niches.
Marketers of most consumer products attempt to attract the attention of
large numbers of present or potential customers (mass markets) through
mass communication such as advertising or publicity.

Wednesday 8 December 2021 Integrated Marketing Communication 11

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