Marketing Communications

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Marketing Communications
Fundamentals Of Communication In Marketing

6) Indirect feedbacks or the feedback from mass communication is much less efficient,

slower, more difficult to obtain. It can be secured through research techniques like surveys,

experiments or electronic devices. It takes the form of averages like percentage of television

sets tuned to a particular station, or percentage of readers of a magazine who have seen

a particular advertisement. Some sellers use sales results as feedback from promotional

message. It is not the best practice, since promotion is not the only factor responsible for

high sales. (Stanley, 1977 and Kelley, 1972)

MODEL OF MARKETING COMMUNICATION PROCESS

Source:

Marketing Planning and

Competitive Strategy by Eugene I. Kelley

(1972) (Prentice-Hall Inc).

Source:

Marketing

Management

Noise

Technical details

Poor sales presentation

Competitors’ messages

Consumer behaviour

Transmission

Media

Personal Selling

Sales Promotion

Advertising

Market

Feedback

Sales result

Marketing research

Receivers Dyadic communication^

Consumers

Middlemen

Publics

Marketing

Objective

Consumer change in attitude or behaviour