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Tahsina Khan
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Components of Communication
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Components of Communication: Basic
Communication Model
By watching the advertisement in the Television,
Billboard, etc. marketers use communication to the
customers to aware about the product, that the specific
product will satisfy their needs and wants.
Feedback
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Components of Communication
THE SENDER
The sender, as the initiator of the communication can
be a formal or an informal source.
A formal communication source is likely to represent
either a for-profit (commercial) or a not-for profit
organization.
An informal source is can be a parent or a friend who
gives product information or advice.
Consumers often rely on informal communications
sources in making purchase decisions.
Word of mouth communications tend to be highly
persuasive.
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Components of Communication
THE RECEIVER
The receiver of formal marketing communications is
likely to be a targeted prospect or a customer (e.g. a
member of the marketers target audience).
Intermediary or unintended audiences are also likely to
receive marketers communications.
Examples of Intermediary audience wholesalers,
distributors and retailers who receive trade
advertising from marketers designed to persuade
them to order and stock merchandise and relevant
professionals (such as doctors, architects, etc.)
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Components of Communication
THE RECEIVER
Examples of Unintended Audiences include everyone who
is exposed to the message who is not specifically
targeted by the sender.
Unintended receivers of marketing communication can
include publics such as shareholders, creditors,
suppliers, employees, bankers and the local community.
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Components of Communication
THE MEDIUM
The medium or the communication channel, can be
impersonal (e.g. a mass medium) or Interpersonal (a
formal conversation between a salesperson and a
customer or an informal conversation between two or
more people that takes place face to face, by
telephone, by email or online)
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Components of Communication
THE MESSAGE
The message can be verbal (spoken or written),
nonverbal (a photograph, an illustration (design) or a
symbol) or a combination of two.
A verbal message, whether it is spoken or written, can
usually contain more specific product (or service)
information than a nonverbal
A verbal message combined with a nonverbal message
often provides more information to the receiver than
either would alone.
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Components of Communication
FEEDBACK
Feedback is an essential component of both
interpersonal and impersonal communications.
Prompt feedback permits the sender to reinforce, to
change or to modify the message to ensure that is
understood in the intended way.
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Important Features of Effective Communication
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Barriers to Communication
1. Selective Exposure to Messages
2. Psychological Noise
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Barriers to Communication
2. Psychological Noise
Psychological Noise competing advertising message
or distracting thoughts can create noise.
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Important Features of Message Structure and
Presentation
1. Resonance Advertising
2. Message Framing
3. One-Sided Versus Two Sided Messages
4. Comparative Advertising
5. Order, Fear and Humor Effects
6. Repetition Effects
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END OF CHAPTER # 9
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