Marketing Communications

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Marketing Communications

14

Fundamentals Of Communication In Marketing

BASIC MODEL OF COMMUNICATION PROCESS

Communication is the process by which one person or an organization conveys meaning from one person
to another or from one organization to its publics. Communication is a social process for exchanging
information and establishing understanding between two or more parties. Communication is initiated
by the sender or source, who creates a message designed to elicit a specific response from the receiver,
the message is interpreted according to the receiver’s perception and understanding, feedback, in form
of action, is then returned to the source.

The process of communication consists of:

1. SOURCE: the person or organization that intends to share information, idea or attitude.


2. MESSAGE: contains the encoded information to be shared and it is the physical form that
   can be experienced, seen, heard, felt and understood by the receiver. It is the set of symbols
   that the source transmits.


3. ENCODING: when the source translates the idea, the information, or the emotion into a
   message form, the source is involved in using encoding skills.


4. TRANSMISSION: is the process through which the message–carrying symbols are sent,
   usually using a channel to the receiver.


5. DECODING PROCESS: involves the receipt and translation or interpretation of the
   information by the receiver.

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