THE COMMUNICATION PROCESS defined
Understanding how messages are sent, received, and interpreted is essential for creating impactful marketing campaigns.
Communication Process is the exchange of information between a sender and a receiver
THE BASIC COMMUNICATION MODEL
1) Source/ Sender
2) Encoding
3) Channel
Message
4)Decoding
5) Receiver
The source
communication is the person or organization sharing information with an audience
Encoding
is the process of transforming ideas into recognizable symbols, words, or images for the audience.
the message/Channel
The message is the information the source wants to communicate, which can be verbal, nonverbal, written, or symbolic
the channel the medium through which communication travels from the sender to the receiver. There are two main types:
1)Non-personal Channels
2) Personal Channels-
Decoding
transforms the message back into thoughts, and effective communication occurs when the receiver’s understanding matches the sender’s intent.
Reciever
is the person who interprets the sender’s message.
Word of Mouth (WOM)
Word of mouth refers to the informal communication between consumers about a product or service
Forms of WOM
-Traditional WOM: Face-to-face recommendations.
-Electronic WOM (eWOM): Online reviews and social media discussions
-Engineered WOM: Incentivized sharing via ambassador programs.
Impact of WOM:
Trust and Credibility: Consumers trust peer recommendations more than brand messages.
Brand Advocacy: Loyal customers amplify positive experiences.
Buzz Marketing
Generating excitement through social and experiential campaigns
Viral Marketing
Encouraging organic sharing of branded content
Successful viral marketing relies on three key factors:
1) Message Characteristics: Content must be entertaining, novel, and engaging to capture attention.
2) Individual Characteristics: Consumers with traits like extroversion and innovativeness are more likely to share content.
3) Social Network Characteristics: The structure of social networks affects how quickly a message spreads.
COMPONENTS OF THE COMMUNICATION : Noise
refers to factors that distort or interfere with communication, such as signal issues or distractions during reception.
A growing form of noise is multitasking with digital devices, like smartphones or tablets, while watching TV.
OVERCOMING COMMUNICATION BARRIERS:
Language and Cultural Differences
Tailoring messages to different cultural contexts avoids misinterpretation. The California Milk Processor Board’s Spanish-language commercials are a successful example of this.
OVERCOMING COMMUNICATION BARRIERS: Noise Reduction
Clear, concise messaging helps combat distractions and enhances message delivery. Advertisers adapt their strategies to capture attention during multitasking environments.
OVERCOMING COMMUNICATION BARRIERS: Feedback Mechanisms
Incorporating feedback helps brands adjust their communication strategies. Social media monitoring allows brands to gauge audience reactions in real-time.
THE PERSUASION MATRIX
The matrix outlines four key stages marketers must evaluate to optimize communication effectiveness:
Effective IMC objectives should be:
1) Concrete and Measurable
2) Target Audience Specific
3) Benchmark and Degree of Change
4) Specified Time Period
what is The Communications Effects Pyramid for?
helps planners set objectives at different levels, from awareness to regular use. For example, Vans successfully progressed through these stages, moving from basic awareness to strong brand loyalty.
Problems with Communications Objectives
Translating these goals requires personal experience, historical data, and competitive analysis, as there are no clear formulas for measuring communication success. Despite challenges, communications objectives provide essential operational guidance for planning and evaluating campaigns.
COMMUNICATION OBJECTIVES
1)Sales Objectives: Focus on increasing revenue, market share, or sales volume.
2)Communication Objectives: Aim to influence consumer awareness, attitudes, and purchase intentions.
Sales-Oriented Objectives
Many managers focus on sales as the main goal of advertising, viewing it as an investment to boost sales and market share. However, measuring the ROI of advertising is challenging. While some believe advertising should directly drive sales, many companies struggle to measure this impact effectively.
Problems with Sales Objectives
objectives can be problematic because advertising’s effects often take time to show, and factors like product quality, pricing, and availability also influence sales. Advertising may create awareness but doesn’t always lead to immediate purchases. Additionally, sales objectives offer little guidance for developing advertising content, making communications objectives a better option.
