The function of all elements of the integrated marketing communications program is to communicate.
Communication can be defined in various ways as the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver.
Success of communication process depends on some factors, such as, the nature of the message, the audience’s interpretation of it, and the environment in which it is received.
Two elements represent the major participants in the communication process, the sender and the receiver of message.
Another two are the major communication tools, message and channel. Four others are the major communication functions and processes: encoding, decoding, response, and feedback. The last element, noise, refers to any extraneous factors in the system that can interfere with the process and work against effective communication.
The Communications Process
Analyzing the receiver is vital to communicate successfully.
To communicate effectively with their customers, marketers must understand who the target audience is, what (if anything) they know or feel about the company’s product or service, and how to communicate with the audience to influence their decision-making.
Attractive sources are appropriate for image-related products
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
There are many forms of encoding
••ArrangeArrangement ment ••Action/
••InstrumInstrumentation entation ••Pace/
The Semiotic Perspective
Three Components to every marketing message
Brand such such as as Marlboro