01. Communication Process Elements of Communication The word communication has its root in the Latin word Communicare, which means to share. Communication is a two way process in which there is an exchange and progression of ideas towards a mutually accepted direction or goal. For this process to materialize, it is essential that the basic elements of communication be identified .these elements are: From 1. Sender/ Encoder/Speaker : The person who initiates the communication process is normally referred to as the sender. From his personal personal data data bank bank he selec selects ts ideas, ideas, encodes encodes and finally finally transmi transmits ts them them to the receier receier.. The The entire entire burden burden of communication rests upon the encoder or the sources. !is choice of images and words, and the combination of the two is what goads the receier to listen carefully. "t is, therefore, necessary in accordance with the expectations of the receier, the leel of acceptance is going to be higher. 2. Receiver/decoder/Listener: The listener receies an encoded message which he attempts to decode. This process is carried
on in relation to the work enironment. "f the goal of the sender is enisioned as similar to the receier, the listener becomes more receptie. 3. Message: #essage is the encoded idea transmitted by the sender. The formulation of the message is ery important, for an
incorrect patterning can make the receier lose interest. The sender has to carefully decide on the order in which he would like to present his ideas. The ordering should be based on the re$uirements of the listener so that its significance is immediately grasped. The minute the receier finds his goals codified in the message, he sits up, listens and responds. 4. Medium/Channel: %nother important element of communication is the medium or channel. "t could be oral, written or non&
erbal. 'ach medium follows its own set of rules and regulations. "n oral communication one can afford to be a little informal, but when using the written mode, all rules of communication need to be obsered. 'ffectie communication takes place only when there is 5. eed!ack : This is the most important component of communication. 'ffectie a feedback. Feedback puts the message back into system as a check against misunderstandings. #iscommunication results in typical responses like (This is not what " meant) or (This was not my intention). "f feedback is solicited on all occasions, these errors can be minimized. Fallacious statements or erroneous conclusions are made because of lack of confirmation through feedback and discrepancy between the message transmitted and understood. Feedback indicates whether communication has attained its goal. "t helps the sender to know if there are corrections to be made and ensures the receier has understood the communication as intended. "dvertising #efinitions 1. "ccording to "M" $Marketing point of vie%& ' %dertising is paid form of non personal presentation and promotion of goods, serice and ideas by an identified sponsor. (. $Communication point of vie%& * it is controlled identifiable information and persuasion by means of mass communication media under clear sponsorship.
Process of Communication The sender encodes the message and sends it through a channel. The channel is the language used * words, actions, signs, ob+ects, or a combination of these. The receier receies the message, message, decodes it, and acts on it. "f the message receied is the same as the message sent, there will be a response if not, there has been a breakdown of communication. This may happen because of noise. The transm transmiss ission ion of the recei receier) er)ss respon response se to the sender sender is called called feedb feedback ack.. "f you are sendin sending g a messag messagee to somebo somebody dy,, your your communication cycle is complete only when you get a response from the recipient of your message. -therwise you need to resend the message. Communication takes place in a well&defined set up called the communication enironment. #essages themseles are transferred transferred through a medium, the channel. Language is the tool we use through these channels to exchange information. "n brief, the essentials of effectie communication are:
. % common communication enironment . Cooperation between the sender and the receier . election of an appropriate channel . Correct encoding and decoding of the message . /eceipt of the desired response and feedback #ain ob+ectie of adertisin adertising g is to achiee achiee both #arketing #arketing and %dertisi %dertising ng ob+ecties ob+ecties.. o, as communica communication tion tool it fulfills fulfills communication ob+ectie and as well as marketing ob+ectie. First we hae to know the communication process. To communicate effectiely, marketer needs to understand the fundamental elements underlying effectie communication. The communication model shown below has nine elements. and receiver . Two Two ma+or parties in communication are Sender and
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24. Communication 5rocess 5age 3 of 6
The last element is noise 7 random and competing messages that may interfere with the intended communication 8 " Model of Communication Process
Message *ormation$ oise$ eternal
Encoding strategy and tactics by Ad agency
ublic opinion Mar'eting strategy ( motive) -ompetition +ther noise
Source
Encoding
Advertiser
(appeal Theme, color, sound, script, editing)
(objective) endorsers
Decoding
#eceiver$
Done by individual’s
Media (channel)
Message reception % response erception
ersonality! "earning, etc
message
"earning persuasion
oise $ internal Media Mi$
erceived eeds n*ormation processing Attitude % opinions
(one .ay
+ther oise
and t.o .ay)
&eedbac'
The model underscores the key factors in effectie communication. ender must know what audience they want to reach and what responses they want to get. They must encode their messages in a way that must be understood by their target audience. Target audience decodes those messages according to their perception, learning, attitude, etc. The messages must be transmitted through a 7may be more than one8 media to reach the target audience and they should deelop feedback mechanism to know the customer response. For a message to be effectie, the sender)s encoding process must be at per with the receier)s decoding process. The more the senders field of experience oerlaps with that of the receier, the more effectie the message is likely to be. The senders) task is to get his or her message through to the receier. )asic #ifference !et%een *ormal Communication Process and "dvertising Communication Process
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8 h L t u ' o : m : f o % d ! r C o w 7
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" Model of "dvertising Communication Process Source+' "t is the point of which the message originates.
ources are of many types in the context of %dertising, such as * company offering the product, the particular brand, spokespersons used, model, etc.8 Messages+' The message refers to both the context and execution of the adertisement. "t is totality of what is perceied by the receier of the message. The message can be executed in a great ariety of ways and can include use of humor and fear. Channel+' The message is transmitted through some channel from the source to the receier. The channel in an adertising communication system consists of one or more kinds of media such as radio, teleision, newspaper, magazines, billboards, point of purchase, displays and so on. Receiver+' The receier in an adertising communication system is also called the target audience. %udience can be described in terms of audience segmentation ariables, lifestyles, benefits sought, demographics and so on. 5articular interests of a person might regulate the inolement to the product and willingness to search for the product. The demographic, psychographic and social characteristics of the receier proide or influence the basis for understanding, communications, persuasion and market process. #estination+' The adertising communication model does not stop at the receier bet allows receier as the interim source and the destination becomes another receier.
Role of Source %s we saw in the earlier diagrams, communication begins with source $ both in case of adertising communication and simple communication processes8. %t the time of inception eery adertiser is trying to enhance awareness leel and increase sales but, with
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24. Communication 5rocess 5age 6 of 6
consumption 7consumer=user8 or it may be the person who will influence the main consumer. "n case of ery good product receier may be the first time satisfied user who will coney his=her experience to next consumer and coninced them to buy it.
Media %fter choosing the message, the adertiser)s next task is to choose media to carry it. The steps, here, as following: #eciding on Reach, re-uenc and mpact+ Media Selection inoles findings the most cost&effectie media to delier the desired
number of exposures to the target audience. The effect of exposures on audience awareness depends upon the exposures) reach, fre-uenc and impact. Choosing "mong Maor Media pes+ The ma+or conentional adertising media include ewspaper, Teleision, /adio, ;irect
mail, #agazines, !oardings, and 0rochures etc. %mong the modern emerging media, one may choose from the "nternet, #obile messaging, ;igital #agazines, #obile hoardings etc. #edia 5lanners make their choice among media categories by considering the following ariables: Target&audience and media habits, 5roduct, #essage and Cost. The other steps of deciding on media are: Selecting specific vehicle #eciding on Media iming and #eciding on 2eographical "llocation
"udience To send out a meaningful communication, the sender needs to know the audience he is dealing with. #odern management researchers hae identified fie types of audiences: Primar audience+ This is the audience that will decide the fate of the communication&to act on it or not to act on it. The • housewife who selects the washing soap is the primary audience to a soap adertisement. •
Secondar audience+ These are the people who comment on the message. The husband who may buy the soap from the store
is the secondary audience. •
nitial audience+ These are persons who are the first to receie the message and then pass it on to someone else to deal with.
The general manager may be the one to receie and pass on a complaint to the sales manager. The general manager, then, is the primary audience. •
2atekeeper audience+ These are people who hae the power to stop the message before it reaches the addressee. The
secretary to the chairman is a gatekeeper audience. •
3atch dog audience+ These include all alert bystanders who see a message coneyed and, if necessary, react faourably or
otherwise. %nimal right actiists, as a watch dog audience, may ob+ect to someone adertisements.
*oise oise is defined as any unplanned interferences in the communication enironment, which causes hindrances in the transmission of the message. >hen you communicate, you desire that the message receied should be the same as the message sent. 0ut this is not always the case. ometimes, this is due to the presence of noise. oise interpretation or the decoding part of the communication process. oise can be classified as channel and semantic. Channel noise is any interference in the mechanics of the medium used to send a message. Familiar examples of channel noise are distortion due to faculty background, noise in telephone lines, illegible handwriting etc. emantic noise is generated internally, resulting from errors in the message itself. "t may be connotatie meaning of a word. -ther examples of semantic noise are ambiguous sentence structure, faculty grammar, misspellings, and incorrect punctuations. The process of communication is susceptible to noise& that which hiders communication. To oercome noise, the sender usually builds redundancy in the transmission. Communication, in order to be successful, should proide and ensure minimum noise and continuous feedback.
