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Fundamentals Of Communication In Marketing
- RECEIVER: the person or group of individuals the message is intended to reach.
- FEEDBACK: reaction to the message as transmitted to the source. This reaction may be
verbal, non-verbal, positive or negative, immediate or delayed or purchase action. - NOISE: consists of factors that distort communication between the source and receiver.
Noise includes barriers to communication such as:
• Differences in perception, or the way persons select, organize and interpret information.
• Lack of recognition for the product or organization.
• Information overload, too much information supplied by the source, may result in
receiver’s confusion of the message.
• Disorganized sales presentation.
• Distractions occurring as a result of competitors’ messages.
• Poor and inaccurate message reception.
• Emotional factors, such as worries, illness and so forth.
• Language problems.
• Screening and information filtering or selective perception.
• Distrust occurring from poor credibility of the source.
• Wrong timing of message delivery.
• Physical noisy or confined environment.
• Poor message presentation occurring from faulty encoding and use of
ambiguous symbols.
• Transmission may be interrupted by static activity in the channel.
• Decoding may be faulty because the wrong meaning may be attached to words and
other symbols.
• Fear of possible consequences of the change a message will cause.
• Understanding can be obstructed by prejudices.
• Selling pressure; a pushy, arrogant selling style can quickly cause the prospect to erect
a communication barrier. (Stanley, 1977 and Kelley, 1972)