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Fundamentals Of Communication In Marketing
SYMBOL: is a thing that represents or stands for another, usually something concrete or material,
representing an idea or emotion. For example, the colour Red representing danger or the crossed “N”
represents Naira – N, it stands as the symbol of Nigerian currency. A symbol is composed of signs
that collectively, have taken on a separate meaning. Another example of a symbol used for marketing
communication is the Guinness corporate logo, which is a sign denoting the structure of a harp, a musical
instrument. The same sign has been used as corporate logo for many years around the world, thus it now
carries a connotative meaning representing Guinness corporate and product images.
Conception is the act of developing a concept, an idea or notion. Concepts are ways of classifying events
and objects which help bring order to people’s live and help them organise their thinking.
CONCEPT DEFINED: Concept is a classification of general objects or ideas of a particular quality, which
separated them apart from others on the basis of some common feature or concrete applications, given a
name and treated as an entity.
The cognitive process of learning encompasses all mental activities of humans as they attempt to solve
problem or cope with situations. It involves learning ideas, concepts, attitudes and facts that contribute to
our ability to reason, solve problems and learn relationships without direct experience or reinforcement.
LANGUAGE AND MARKETING COMMUNICATION
Marketers formulate concepts which are developed into products; languages are used to communicate
and promote the features, attributes and benefits of these concepts or products to target consumers for a
process of learning to occur. The learning process is capable of influencing consumer behaviour toward
the concept, product or the organization that formulates the concept. Learning enhances experience.
Language is the most remarkable of human creations, because through language, we share experiences,
formulate values, exchange ideas, transmit knowledge and sustain culture. It is a vital process to thinking
and it helps to create our sense of reality by giving meaning to events or concepts. Words used in coding
languages have two kinds of meanings such as denotative and connotative.
DENOTATIVE MEANING: is the precise, literal and objective meaning of words. It simply describes
whatever a word refers to, for example a dictionary definition of words.
CONNOTATIVE MEANING: is more variable, figurative, and subjective meaning of words. It is
whatever the word suggests or implies, these include all the feelings, associations and emotions that a
word touches off in different people. For example, the word “school” can connote personal development
to a person, while it connotes frustration, discipline and boring homework assignments to another.