Communication

It is the process of exchange of information, ideas, thoughts, emotions, feelings and bringing sender and receiver at par with each other. To have any communication to take place there should be some degree of commonness. Hence idea of message, it’s interpretation and the environment of usage are critical factor for its success.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Communication Model

 

Source- The entity with information/idea to share is known as source.Source could be a person or an institution (organisation).

 

Encoding- Once the sender/source has some information to be shared it needs to be framed into a particular form which is easy for the receiver to understand and even give the real meaning of information. This process of framing by choosing appropriate words, pictures, symbols etc is called Encoding

 

Message- It is the end result of encoding. It is framed and structured way of information using appropriate elements. Message can be verbal or nonverbal or any other form like oral or written or mix of both. It should be easy to be used for the desired channel of communication.

 

Channel- It is the means by which message(communication) is transferred or travelled from sender to receiver. Personal and non-personal are two broad categories of channel.

 

Receiver- The individual with whom the information, emotions, and ideas are to be shared is called receiver. In IMC or Advertising receivers are usually consumers from the target market.

 

Decoding- It is the method of interpreting the message to understand the information, emotions and thoughts.

 

Noise- This is the unwanted information, interference and distortions in the message.

 

Feedback or Response- It is how the receiver react to the particular communication.

 

Analyzing the Receiver

 

In order to have a desired response to the communication and communicate effectively to the customer the information and choice of the target audience is important. What the audience know and feel about the product/service or the brand is a must that marketers must know about the audience. They should also know how likely the market is going to respond to a particular message.

 

Identifying the Target Audience

 

The process of communications begins with identifying the receiver in case of marketing communication the receiver is the target audience. The identification of target audience is must for the success of marketing communication to achieve the desired action and marketing objective. The target audience depends on how the brand, product or service is positioned. The target audience could be mass market, market segments, niche markets or individuals/groups. There are different approaches to communicate to each set of audience.

 

The Response Process

 

It is the basic understanding of how the consumers go about the marketing communication to perform a specific behaviour and how consumers are influenced by promotional campaigns.

 

Traditional Response Hierarchy Model

 

AIDA Model- It is the model which talks about how to take the consumers/costumers from getting their attention, generating their interest ,having desire to use/being affiliated to the product/service or brand and thereby getting the desired action from the consumer usually purchase. This model is prominent among salespersons.

 

 

FCB Grid

 

FCB grid is based on the fact that left and right side of brain are working differently and perfom different task ie rational thinking and other part is more towards feelings and emotions.FCB Grid Model is used for understating what kind of advertising is suitable for which category. The classification is done on should the advertising be rational informative or emotional feel. How the target audience behave (buying behaviour).What are the motivations for buying. What kind of need is fulfilled by the buying.

 

FCB grid classifies the advertising into 4 quadrants. On Y axis is has the factor involvement while buying (High Involvement or Low Involvement) whereas on X axis it has Thinking or Feeling as the two extremes.

 

Communication

It is the process of exchange of information, ideas, thoughts, emotions, feelings and bringing sender and receiver at par with each other. To have any communication to take place there should be some degree of commonness. Hence idea of message, it’s interpretation and the environment of usage are critical factor for its success.

Communication Model

 

Source- The entity with information/idea to share is known as source.Source could be a person or an institution (organisation).

 

Encoding- Once the sender/source has some information to be shared it needs to be framed into a particular form which is easy for the receiver to understand and even give the real meaning of information. This process of framing by choosing appropriate words, pictures, symbols etc is called Encoding

 

Message- It is the end result of encoding. It is framed and structured way of information using appropriate elements. Message can be verbal or nonverbal or any other form like oral or written or mix of both. It should be easy to be used for the desired channel of communication.

 

Channel- It is the means by which message(communication) is transferred or travelled from sender to receiver. Personal and non-personal are two broad categories of channel.

 

Receiver- The individual with whom the information, emotions, and ideas are to be shared is called receiver. In IMC or Advertising receivers are usually consumers from the target market.

 

Decoding- It is the method of interpreting the message to understand the information, emotions and thoughts.

 

Noise- This is the unwanted information, interference and distortions in the message.

 

Feedback or Response- It is how the receiver react to the particular communication.

 

Analyzing the Receiver

 

In order to have a desired response to the communication and communicate effectively to the customer the information and choice of the target audience is important. What the audience know and feel about the product/service or the brand is a must that marketers must know about the audience. They should also know how likely the market is going to respond to a particular message.

 

Identifying the Target Audience

 

The process of communications begins with identifying the receiver in case of marketing communication the receiver is the target audience. The identification of target audience is must for the success of marketing communication to achieve the desired action and marketing objective. The target audience depends on how the brand, product or service is positioned. The target audience could be mass market, market segments, niche markets or individuals/groups. There are different approaches to communicate to each set of audience.

 

The Response Process

 

It is the basic understanding of how the consumers go about the marketing communication to perform a specific behaviour and how consumers are influenced by promotional campaigns.

 

Traditional Response Hierarchy Model

 

AIDA Model- It is the model which talks about how to take the consumers/costumers from getting their attention, generating their interest ,having desire to use/being affiliated to the product/service or brand and thereby getting the desired action from the consumer usually purchase. This model is prominent among salespersons.

 

 

FCB Grid

 

FCB grid is based on the fact that left and right side of brain are working differently and perfom different task ie rational thinking and other part is more towards feelings and emotions.FCB Grid Model is used for understating what kind of advertising is suitable for which category. The classification is done on should the advertising be rational informative or emotional feel. How the target audience behave (buying behaviour).What are the motivations for buying. What kind of need is fulfilled by the buying.

 

FCB grid classifies the advertising into 4 quadrants. On Y axis is has the factor involvement while buying (High Involvement or Low Involvement) whereas on X axis it has Thinking or Feeling as the two extremes.