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Fundamentals Of Communication In Marketing
RECEIVER
1) Reception takes place when the receiver perceives the message and it comes into figure in
his or her perceptual field.
2) The message must reach the receivers’ receptors – eyes, ears, nose and so on.
3) Receivers pick and choose from various messages sent to them through the use of selective
exposure, selective perception, and selective retention.
4) The message is screened through the receiver’s existing beliefs, opinions and attitudes that
is the receiver’s cognitive structure.
5) If the message is contradictory to the receivers’ cognitive structure, it may be rejected, be
distorted to fit the cognitive structure.DECODING
1) Decoding is the way the receiver attaches meanings to the signs, symbols and language
received in the message.
2) The decoded messages are filtered through the receiver’s perceptual field and assigned
meanings.
3) Message content, as interpreted by the receiver, must closely match the intended meaning
of the source otherwise faulty communication occurs.
4) Words used in the message must carry both denotative and connotative meanings which
are the same to the source and receiver.
DENOTATIVE MEANING: Common dictionary meaning CONNOTATIVE OR
SECONDARY MEANING: emotional meaning.
5) The receiver and source must have common backgrounds of experience and associate signs,
symbols and language with the same referents and feelings.
6) Signs, symbols and language take on meanings from the culture in which they are used.
The source and receiver must have messages sent and received based on the same cultural
background to achieve effective decoding and understanding.FEEDBACK
1) Feedback is the return message from the receiver to the source.
2) Direct feedback may be a nod of the head, a question or a frown as in the case of
personal selling.
3) Indirect feedback can be an answer to a survey question as in mass communication.
4) In both direct and indirect feedbacks, the receiver’s response indicates, whether or not, the
message and its intended meaning were received.
5) Personal selling is the most efficient of all promotional tools, because of the face-to-face
form of communication, which enables direct feedback from the receiver; the salesman can
adjust his presentation to suit various selling situations.