IMC 5
Chapter Five
The Communications
Process
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
Encoding
Encoding
Verbal
Verbal
••Spoken
Spoken
Word
Word
••Written
Written
Word
Word
••Song
Song
Lyrics
Lyrics
Graphic
Graphic
••Pictures
Pictures
••Drawings
Drawings
••Charts
Charts
Musical
Musical
Animation
Animation
••ArrangeArrangement ment ••Action/
Action/
Motion
Motion
••InstrumInstrumentation entation ••Pace/
Pace/
Speed
Speed
••Voices
Voices
••Shape/
Shape/
Form
Form
The Semiotic Perspective
Three Components to every marketing message
Object
Object
Brand
Brand such such as as Marlboro
Marlboro
Interpretant/
The Communications
Process
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
Encoding
Encoding
Verbal
Verbal
••Spoken
Spoken
Word
Word
••Written
Written
Word
Word
••Song
Song
Lyrics
Lyrics
Graphic
Graphic
••Pictures
Pictures
••Drawings
Drawings
••Charts
Charts
Musical
Musical
Animation
Animation
••ArrangeArrangement ment ••Action/
Action/
Motion
Motion
••InstrumInstrumentation entation ••Pace/
Pace/
Speed
Speed
••Voices
Voices
••Shape/
Shape/
Form
Form
The Semiotic Perspective
Three Components to every marketing message
Object
Object
Brand
Brand such such as as Marlboro
Marlboro
Interpretant/