Communication Process

Prof Jayashree Vispute

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Communication◦ The interpersonal transfer of information and

understanding from one person to another. A linked social process of sender, encoding, medium,

decoding, receiver, and feedback.

The Communication Process

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Encoding◦ Translating internal thought patterns into a

language or code the intended receiver of the message will likely understand and/or pay attention to. Choice of words, gestures, or other symbols for

encoding depends on the nature of the message. Technical or nontechnical Emotional or factual Visual or auditory

Cultural diversity can create encoding challenges.

The Communication Process (cont’d)

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Noise◦ Noise: any interference with the normal flow of

communication.◦ Understanding decreases as noise increases.◦ Dealing with noise

Make messages more understandable. Minimize and neutralize sources of interference.

The Communication Process (cont’d)

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Decoding◦ Successful decoding depends on the receiver

having a willingness to receive the message ability to overcome perceptual “screening in” and

“screening out”). knowledge of the language and terminology used in

the message. an understanding of the sender’s purpose and

background situation.

The Communication Process (cont’d)

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Feedback◦ The choice factors for the form to provide

feedback are the same factors governing the encoding process.

◦ Feedback affects the form and content of follow-up communication.

◦ Effective feedback is timely, relevant, and personal.

The Communication Process (cont’d)

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Selecting a Medium◦Face-to-face

conversations◦Telephone calls◦E-mails◦Memorandums◦Letters◦Computer reports◦Photographs

Bulletin boards Meetings Organizational

publications News releases Press conferences Advertising

The Communication Process (cont’d)

√   Sender. The party sending the message to another party (also called the source of communicator).

√   Encoding. The process of putting thought into symbolic form.

√   Message. The set of symbols that the sender transmits.

√   Media. The communication channels thought which the Message moves from sender to receiver.

Receiver. The party receiving the message sent by another party (also called the audience or destination).

√   Response. The set of reactions that the receiver has after being exposed to the message.

√   Feedback. The part of the receiver's response that the receiver communicates back to the sender.

√ Noise. Unplanned static or distortion during the communi cation process, resulting in the receiver's receiving a diffe rent message than the sender sent.

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact (through the seamless integration of discrete messages).

Integrated Marketing Communications

What is promotion (Marketing

Communication? Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies also must communicate with their customers, and what they communicate should not be left to chance. For most companies, the question is not whether to communicate, but how much to spend and in what ways.

What is promotion……?

“ Promotion is the co-ordination of seller’s efforts to set up channels of information and persuasion to facilitate the sales of goods/services or acceptance of an idea. ”

What is promotion……?

To Inform To Persue

To Modify Behavior To

Remind

PROMOTION

What is promotion……? “Promotion is an act of

communication” “It includes all those activities

which are aimed at creating and stimulating demand”

It performs many functions:• It tells how and why a product is

used• By what kind of person• Where and when to use• Who makes the product• What the company and brand stands

for• What reward or incentive for trial or

usage

PROMOTIONAL TOOLS(THE PROMOTION MIX)

AdvertisingSales promotionPublic relations and PublicityDirect MarketingInteractive marketingPersonal sellingEvents and experiencesWord of mouth marketing

ELEMENTS OF PROMOTION MIX 1.Advertising : Any paid form of

non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

2.Publicity : Non-personal stimulation of demand for a product or service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon radio, T.V., or stage that is not paid for by the sponsor.

ELEMENTS OF PROMOTION MIX3.Personal Selling : Oral

presentation in a conversation with one or more prospective purchasers for the purpose of making sales.

4.Sales Promotion : All those marketing activities – other than advertising, publicity and personal selling that stimulate consumer purchasing and dealer effectiveness such as displays, shows & exhibition, demonstrations and various non – recurrent selling efforts. These are usually short term activities

ELEMENTS OF PROMOTION MIX

5.Direct Marketing : Has several forms - direct mail, telemarketing, electronic marketing and so on. It has a few distinctive characteristics non – public / customized / Up- to- Date (Messages can be prepared very quickly for an individual) .

6. Events and experiences: Company sponsored activities and programs designed to create daily or special brand related interactions.

7. Interactive marketing: Online activities and programmes designed to engage customers/ prospects and directly or indirectly raise awareness, improve image or elicit sales.

Communication PlatformsAdvertising Print and broadcast

ads Packaging inserts Motion pictures Brochures and

booklets Posters Billboards POP displays Logos Videotapes

Sales Promotion Contests, games,

sweepstakes Premiums Sampling Trade shows,

exhibits Coupons Rebates Entertainment

Communication Platforms

Events/ Experiences

Sports Entertainment Festivals Causes Factory tours Company

museums Street activities

Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations