Marketing Communications

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Marketing Communications

27

Fundamentals Of Communication In Marketing

MASS COMMUNICATION

Mass communication is indirect communication. The sender and receiver are not face-to-face. One
message is created for many receivers, who differ from one another in various ways; the message is
transmitted to numerous receivers at the same time. Communication targets must be predetermined, this
enables the source to encode a message that will have common meanings to the audience and present
it through channels of transmission (media vehicles) that reach the desired receivers.

The main advantage of mass communication is that it is an economical way to reach mass audiences.
But it has these problems:

1) ONE-wAY COMMUNICATION: feedback is both difficult and delayed.

2) REACH: a small part of the total potential audience is reached.

3) LARGE NUMBER OF COMPETING MESSAGES: lots of messages compete for the

receiver’s attention daily, thus making absorption difficult.

4) SCREENING BY SELECTIVE PROCESSES: people tend to expose themselves to mass

communication that are compatible with their existing attitudes, beliefs and opinions while

avoiding those that are not.

5) PERCEPTION OF MORE THAN INTENDED: audiences may understand and interpret

more than the source intended from a mass communication.

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