Marketing Communications

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Marketing Communications
Fundamentals Of Communication In Marketing

BASIC MODEL OF COMMUNICATION PROCESS

NOISE

NOISE

TRANSMISSION OF MESSAGE

THROUGHCHANNEL

SOURCE

MESSAGE

ENCODING

FEEDBACK

RECEPTION

DECODING

UNDERSTANDING

RECEIVER

SENDER

ACTION

FRAMEwORK FOR ANALYSING MARKETING COMMUNICATION PROCESS

Based on the model of communication process, a framework can be deduced for analyzing and
experiencing the process of marketing communication as follows:

SOURCE

1) In promotion, it is usually an organization selling goods, services, or ideas – such as

manufacturer, retailer or non-profit organization that constitutes the source.

2) The source originates the message, decides its contents and ensures the message transmits

the intended meaning to the receiver.

3) The source must be credible or believable to the receiver, this is determined through the

corporate image designed or otherwise by public relations programmes, utilizing publicity

and institutional advertising, all of which add up to building a good company reputation.

4) The channel of transmission is important to the source since the receiver can credit the

message to the channel – like newspaper, radio station or television station. The receiver

may accept message coming through this channels as news or helpful information.