Marketing Communications

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Marketing Communications
Fundamentals Of Communication In Marketing

ENCODING

1) Encoding is the process of putting the information and/or persuasive aspects of the

communication into message form.

2) Signs, symbols and language that have common meanings to both the source and the

receiver must be selected.

* A sign is a signal portraying something that has been experienced.

A symbol is composed of signs that collectively have taken on a separate meaning, while

language is the vehicle for communication.

3) The signs and symbols have common referents in the perceptual fields of both the receiver

and source, the receiver of a message will perceive the same meaning attached to sign,

symbols and the language used.

TRANSMISSION

1) Transmission is the carrying of the message from the source to the receiver.

2) It is accomplished through channels of transmission such as

HUMAN VOICE: personal selling and word of mouth

PRINT AND BROADCAST MEDIA: advertising and publicity, newspaper and magazine

COMBINATION OF CHANNELS – SALES PROMOTION

ELECTRONIC MEDIA: internet and World Wide Web,

3) Transmission often involves more than one channel that is, Primary and Secondary Channels.

For instance, the print media use the WRITTEN WORDS as a primary transmission channel,

the PLACEMENT OF THE ADVERTISEMENT in the publication, size and style of type,

use of white space, colour and so on, are important secondary channels.

Secondary channel skillfully used are of tremendous aid in getting the intended meaning of the message
across to receivers.

NOISE

Noise refers to any distracting factors that can interfere with the reception of the message and its intended
meaning. There are two types.

EXTERNAL NOISE: Outside factors competing for the receiver’s attention e.g. other advertisements,
extraneous conversation or disruptive noises from the environment.

INTERNAL NOISE: The internal state of the receiver like worries, illness, discomfort. Both External
and Internal noises can conflict with proper reception of the message and alter or negative its intended
meaning. The noise can occur from three stages – source, transmission and receiver.