The Communication Process

Marketing Communication
• Marketing communication is a fundamental
and complex part of a company's marketing
efforts. ... Marketing communication includes
advertising, direct marketing, branding,
packaging, your online presence, printed
materials, PR activities, sales presentations,
sponsorships, trade show appearances and
more.
Purpose of Marketing Communications

One of the primary goals of a marketing

communication is to persuade consumers or
businesses, by either changing their
perception of a brand, product or service, or
persuading them to purchase (or feel
motivated / tempted to purchase) a product or
service.
 Role of Marketing and Communications

Marketing communication helps move

products, services, and ideas from
manufacturers to end users and builds and
maintains relationships with customers,
prospects, and other important stakeholders in
the company. Advertising and sales promotion
will continue to play important roles in
marketing communication mix.
 Communication
• Communications is fundamental to the
existence and survival of humans as well as
to an organization. It is a process of creating
and sharing ideas, information, views, facts,
feelings, etc. among the people to reach a
common understanding. Communication is
the key to the Directing function of
management.
Communication Process
 Components of Communication Process

• Context - Communication is affected by the context

in which it takes place. This context may be
physical, social, chronological or cultural. Every
communication proceeds with context. The sender
chooses the message to communicate within a
context.
• Sender / Encoder - Sender / Encoder is a person
who sends the message. A sender makes use of
symbols (words or graphic or visual aids) to convey
the message and produce the required response.
 Forms of Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation
 Components of Communication Process
• Message - Message is a key idea that the sender wants to
communicate. Communication process begins with deciding
about the message to be conveyed. It must be ensured that the
main objective of the message is clear.

• Medium - Medium is a means used to exchange / transmit the

message. The sender must choose an appropriate medium for
transmitting the message else the message might not be
conveyed to the desired recipients. For instance - Written medium
is chosen when a message has to be conveyed to a small group of
people, while an oral medium is chosen when spontaneous
feedback is required from the recipient as misunderstandings are
cleared then and there.
 Message Development

Content
Content

Design
Design Structure
Structure
 5 importance of communication

(1) Basis of Decision-Making and Planning,

(2) Smooth and Efficient Working of an
Organization,
(3) Facilitates Co-Ordination,
(4) Increases Managerial Efficiency,
(5) Promotes Co-operation and Industrial Peace
 Types of Marketing Communication
• Six major modes of communication in
marketing include advertising, digital
marketing, direct marketing, personal selling,
public relations and sales promotion.
4 Major Functions of Communication
• In an organization, communication serves
four purposes:
 Control.
 Motivation.
 Information.
 Emotional Expression.
 Communications Strategy
• A marketing communications strategy is the strategy a
business uses to send the right marketing message to the
right customer through the right medium at the right
time, to achieve a high volume of sales.

Marketing communication strategy to meet your business

goals
• Gain a better understanding of your target audience. ...
• Creating alignment between your content and channels. ...
• Allowing you to continuously communicate with customers
 The Factors Affecting Marketing Communication

Factors Influencing Promotion Mix

• Type of Product:
• Use of Product:
• Complexity of Product:
• Purchase Quantity and Frequency:
• Fund Available for Market Promotion:
• Type of Market:
• Size of Market:
• Stage of Product Life Cycle:
• Level of Competition:
• Promotional Objectives:
• Price of Product
• Type of Marketing Channel
• Degree of Product Differentiation
• Desire for Market Penetration, etc.
 How do you develop a marketing
communication strategy?
Plan Your Marketing Communications Strategy in Six
Simple Steps
• Identify Your Target Market. ...
• Identify Your Target Customers. ...
• Identify Your Unique Selling Proposition. ...
• Match Your Audience Problems to Your Product
Solutions. ...
• Match Your Messaging to Channels You Choose. ...
• Set Your Goals and Identify a Way to Measure Them.
 Advantages of Communication

• 7 Benefits of Effective Communication in Personal

and Professional Settings
Building trust. Effective communication fosters trust
with others. ...
Preventing or resolving problems. ...
Providing clarity and direction. ...
Creates better relationships. ...
Increases engagement. ...
Improves productivity. ...
Promotes team building.
 Why Good Communication Skills are
Important?
• Good communication skills are essential to
allow others and yourself to understand
information more accurately and quickly. In
contrast, poor communication skills lead to
frequent misunderstanding and frustration.
 Methods of Communication

Five Types of Communication

• Verbal Communication. Verbal communication

occurs when we engage in speaking with others. ...
• Non-Verbal Communication. What we do while we
speak often says more than the actual words. ...
• Written Communication. ...
• Listening. ...
• Visual Communication.
 Principles of Effective Communication

Effective communication is a part and parcel of any successful

organization. A communication should be free from barriers so as to
be effective.
Principles of Effective Communication –
• Clarity in Ideas,
• Appropriate Language,
• Attention,
• Consistency,
• Adequacy,
• Proper Time,
• Informality,
• Feedback.
Characteristics of Effective Communication
• Clarity of Purpose: The message to be delivered must be clear in the mind of
sender and to the person to whom it is targeted.
• Completeness: The message delivered should not be incomplete. It should be
supported by facts and observations. It should be well planned and organized.
No assumptions should be made by the receiver.
• Conciseness: The message should be concise. It should not include any
unnecessary details. It should be short and complete.
• Feedback: Whether the message sent by the sender is understood in same
terms by the receiver or not can be judged by the feedback received. The
feedback should be timely and in personal. It should be specific rather than
general.
• Empathy: Empathy with the listeners is essential for effective verbal
communication. The speaker should step into the shoes of the listener and be
sensitive to their needs and emotions. This way he can understand things from
their perspective and make communication more effective.
 Characteristics Of Effective Communication

• Modify the message according to the audience:

The information requirement by different people in
the organization differs according to their needs.
What is relevant to the middle level management
might not be relevant to the top level of
management.

• Multiple Channels of communication: For effective

communication multiple channels should be used
as it increases the chances of clarity of message.
 Communication Channels
Personal
Personal Nonpersonal
Nonpersonal Channels
Channels
Channels
Channels

Word of Mouth Personal Selling Print Broadcast Media

Media
 Different Types of Communication

• Verbal communication
• Non verbal communication
• Visual Communication
 Verbal communication
• Verbal communication is a type of communication where the
information flows through verbal medium like words,
speeches, presentations etc. Haphazard and unorganized
thoughts only lead to confusions and misunderstandings. In
verbal communication, an individual must understand the
importance of words and how to put them across. While
speaking the pitch ought to be high and clear for everyone to
understand and the content must be designed keeping the
target audience in mind. In verbal communication it is the
responsibility of the sender to cross check with the receiver
whether he has downloaded the correct information or not
and the sender must give the required response.
 Visual Communication

• In visual communication, the recipient

receives information from signboards,
displays, hoardings, banners, maps etc. Vision
plays a very important role in visual
communication and it depends on the
recipient how to interpret the message.
 Non verbal communication

• Facial expressions, gestures, hand and hair

movements, body postures all constitute non
verbal communication. Any communication made
between two people without words and simply
through facial movements, gestures or hand
movements is called as non verbal communication.
In other words, it is a speechless communication
where content is not put into words but simply
expressed through expressions
 Types of Communication Channels
As organizations grow in size, managers cannot rely on face
to face communication alone to get their message across.
In order to make a manager's task easier, the types of
communication channels are grouped into three main
groups: formal, informal and unofficial.
 Formal Communication Channels
• A formal communication channel transmits information such as
the goals, policies, and procedures of an organization.
Messages in this type of communication channel follow a chain
of command. This means information flows from a manager to
his subordinates and they in turn pass on the information to
the next level of staff.

• An example of a formal communication channel is a company's

newsletter which gives employees as well as the clients a clear
idea of a company's goals and vision. It also includes the
transfer of information with regard to memoranda, reports,
directions, and scheduled meetings in the chain of command.
 Informal Communication Channels

• Within a formal working environment, there always exists an

informal communication network. The strict hierarchical web
of communication cannot function efficiently on its own and
hence there exists a communication channel outside of this
web. While this type of communication channel may disrupt
the chain of command, a good manager needs to find the fine
balance between the formal and informal communication
channel.

• An example of an informal communication channel is

lunchtime at the organization's cafeteria/canteen. Here, in a
relaxed atmosphere, discussions among employees are
encouraged. Also managers walking around, adopting a
hands-on approach to handling employee queries is an
example of an informal communication channel.
 Unofficial Communication Channels
• The unofficial communication channel in an organization is the
organization's 'grapevine'. It is through the grapevine that rumors
circulate. Also those engaging in 'grapevine' discussions, often
form groups which translate into friendships outside of the
organization. While the grapevine may have positive implications,
more often than not information circulating in the grapevine is
exaggerated and may cause unnecessary alarm to employees.

An example of an unofficial communication channel is social

gatherings among employees.
 Communication Process help you to:

• Identify the messages that need to be sent

• Determine your target audience for communication
• Decide on your message format and timing
• Draft your message and gain approval where
required
• Communicate your message, through
communications events
• Gather feedback and improve your communication
processes
 Successful Communication
Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select appropriate
appropriate channel
channel for
for target
target audience
audience

Receive
Receive feedback
feedback