Marketing communications consist of integrated activities in which the targeted audience is identified and a well-coordinated promotional program is prepared to generate the desired response from the audience. Most problems of preference, image, and immediate awareness among target customers are addressed by marketing communication. However, there are certain limitations associated with the concept of communication. These limitations include high cost and short-term duration, which cannot generate the desired results from targeted customers.
In recent years, marketing communication has been used by most marketers to build customer relationships at the stages of pre-selling, selling, utilization, and post-utilization. Due to differences among customers, different communication programs are developed for specific segments and niches.
Elements of Communication Process
For effective communication, the marketer should know how communication works. The following are the nine elements involved in the communication process:
-
Sender
-
Encoding
-
Message
-
Media
-
Decoding
-
Receiver
-
Response
-
Feedback
-
Noise
Each of these is discussed below.
Sender:
The party or person who sends the message to another party or person is called the sender.
Encoding:
The conversion of thoughts into meaningful symbols is called encoding.
Message:
The group of symbols transmitted by the sender is called a message.
Media:
The channel of communication through which the message is transferred from sender to receiver is called media.
Decoding:
The conversion of symbols into meaning by the receiver is called decoding.
Receiver:
The person or party that receives the message is called the receiver.
Response:
The reaction shown by the receiver after receiving the message is called the response.
Feedback:
The portion of the receiver’s response that is sent back to the sender is called feedback.
Noise:
Unplanned distortion during the communication process, due to which the receiver understands the wrong meaning of the original message, is called noise.
An effective message is one where the process of encoding matches the decoding of the message. The message sent should consist of words and symbols that are familiar to the receiver.
Steps Involved in Effective Communication Process:
There are certain steps that should be included in the communication process to make it more effective. Marketing and promotional activities should focus on these steps to attract a large number of long-term customers.
The following steps make the communication process effective:
-
Identification of the Target Audience
-
Determination of Communication Objectives
-
Designing the Message
-
Message Content
-
Message Structure & Format
-
Choosing Media
-
Collecting Feedback
Each of these is explained below.
Identification of the Target Audience:
The first step in the effective communication process is to identify the target audience. This audience may include potential customers or other people who can influence customer decisions. The audience may consist of individuals, groups, the general public, or a specific public.
The audience directly affects communication decisions like what to say, how to say it, and when to say it.
Determination of Communication Objectives:
In this step, the marketing communicator should clearly define the objectives of the communication process. In most situations, the marketing communicator aims to generate purchases, but purchases are made after a prominent customer decision-making process. Communicators should also understand the customer’s current position.
Generally, there are six stages of customer readiness through which a customer passes before making a purchase:
a) Awareness
b) Knowledge
c) Liking
d) Preference
e) Conviction
f) Purchase
The target group may not be familiar with the new product or its features. Therefore, the marketing communicator should create awareness and knowledge about the new product and its features. However, this does not guarantee success; the product must also provide superior customer value.
Designing the Message:
In this step, the marketing communicator focuses on designing the message. A message that attracts attention, develops interest, arouses desire, and stimulates action is considered effectively designed.
This procedure is best known as the AIDA model, which helps make messages effective and persuasive. The marketing communicator also decides the content and structure of the message.
Message Content:
In this step, the content of the message is determined. The theme or appeal is selected to bring the desired response from the audience.
The following three appeals are commonly used:
a) Rational Appeal:
Focuses on the audience’s self-interest by highlighting the benefits gained from using the product.
b) Emotional Appeal:
Stimulates positive or negative emotions to encourage product purchase.
c) Moral Appeal:
Includes moral values in the message to influence target customers.
Message Structure & Format:
In this step, important issues related to message structure and format are analyzed. It must be decided whether the message should include a conclusion or leave it for the audience to draw their own conclusion.
The message may present only the strengths of the product or both strengths and weaknesses. Moreover, message format is also considered, including size, shape, eye-catching colors, and headlines, to ensure maximum effectiveness.
Choosing Media:
Communication channels are selected in this step. These channels may take the following two forms:
a) Personal Communication:
Two or more people communicate directly, such as face-to-face, through mail, telephone, or internet chat. Personal addressing and feedback are possible in personal communication.
b) Non-Personal Communication:
Messages are delivered through channels that do not allow direct feedback. These include print media, display media, broadcast media, and online media.
Collecting Feedback:
This is the final step of the communication process, where feedback is collected from target customers after the marketing message has been delivered. This helps the marketer modify promotional programs or other marketing activities.
For this purpose, the buying behavior of target customers is analyzed in relation to the new product. Customers may also be asked questions to gather their views about the positive and negative aspects of the product.
