Through this chapter we will get an understanding of the following topics in IMC : Show
Understanding the elements of the Communication Process Communication has been variously defined as the passing of information, the exchange of ideas, or
We see from the above illustration the impact of Noise which can distort the message content being sent from the Sender to the Receiver.Hence, it is essential that the Source is continuously receiving the Feedback from the Receiver and making the necessary corrections for achieving the desired response. To better understand the message, marketers use the symbolic meaning that might be conveyed in a communication. Advertising and marketing
researchers have begun focusing attention on semiotics, A note on Channel Personal channel - Communication which is direct interpersonal (face-to-face) contact with target individuals or groups. Salespeople serve as personal channels of communication when they deliver their sales message to a buyer or potential customer. Social channels of communication such as friends, neighbors, associates, co-workers, or family members are also personal channels. They often represent word-of-mouth communication which is a powerful tool for communication. Nonpersonal channels of Communication - Communication that carry a message without interpersonal contact between sender and receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message is sent to many individuals at one time.For eg, TV , Radio and the likes are mass media of communicating. An important element in the entire communication process is NOISE which is an extraneous factor that can distort or interfere with the message reception.Noise may also occur because the fields of experience of the sender and receiver don’t overlap. Lack of common ground may result in improper encoding of the message— using a sign, symbol, or words that are unfamiliar or have different meaning to the receiver Identifying the Target AudienceWhen designing the marketing communication process, identification of the target audience is very important since it will determine the promotional program and the associated budget planning.The audience could we as wide as the Mass Market or Selected group of Audience as shown in the below diagram.
However , no matter who and what scale our target audience is , there is guarantee that the information will will be attended to, processed, comprehended,or stored in memory for later retrieval. Even if the advertising message is processed, it may not interest consumers or may be misinterpreted by them. Studies by The Traditional Response Hierarchy Models have been developed to to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behavior as shown in the below diagram.
What is the process of exchanging messages between sender and a receiver?Communication refers to the process by which the information is transmitted and understood between two or more people. Transmitting the sender's intended meaning is the essence of effective communication. Communication involves two people – a sender and a receiver.
What is the process of transmission of message by a sender?The transmission model of communication describes communication as a one-way, linear process in which a sender encodes a message and transmits it through a channel to a receiver who decodes it. The transmission of the message many be disrupted by environmental or semantic noise.
Can be thought of as the process of establishing a commonness or oneness of thought between a message sender such as an advertiser and a receiver such as a consumer?Communication can be thought of as the process of establishing a commonness, or oneness, of thought between a message sender, such as an advertiser, and a receiver, such as a consumer.
Is the process of interpreting a sender's message into thought?Decoding the Message
"The receiver's task is to interpret the sender's message, both verbal and nonverbal, with as little distortion as possible. The process of interpreting the message is known as decoding.
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