Process of Marketing Communication

The task of providing information and instruction to their customers and intermediaries is called communication. Such communication may be written or oral or figurative/symbolic. Communication should be very strong, effective in promotion. In the absence of effective communication, no any activity including promotion can be done efficiently. So, in every
stage of communication different activities should be conducted. Only then the handing over process of information about goods or services becomes effective. The following stages should be gone through to complete this process.
Marketing Communication Process

1. Sender

The side that sends message is called sender. Sender is also a source of communication. Sender may be a person, group, or organization. Such group or organization or person at first should select target market. After this task has been completed, message to be sent to market is prepared and dispatched. Marketing expert becomes the sender of message in marketing. He/she sends true information and message to the customers of target market about the services or products.

2. Encoding

The process of changing the message or information into words, sign, symbol, sound or picture is called encoding. While encoding in this way, receiver's feeling, experience, ability, and idea should be considered. Generally, the responsibility of encoding is taken by advertising agencies. They become successful professionally in encoding in a manner of enticing the customers. Generally, marketing information is encoded in language or audio-video means.

3. Message media

The channel to send information or message from sender to receiver is called media. Such media may be television, newspapers, magazines, internet, fax, computer, telephone, seller, etc. according to the nature of message. Media for sending message should be selected suitable to the nature of the message that it may reach the target customers effectively. If proper media could be selected for sending message, it can reach the right persons at right time and place. Such message/information becomes effective.

4. Decoding

The task of understanding or making out meaning of the message send through any media correctly is called decoding. While translating signs, they should understand or made out the exact meaning what the sender has meant. If the translation of the sign becomes wrong, it adversely affects the business firm itself. Correctness of translation of the signs or symbols depends on the experience, ideas, feeling, knowledge and ability of the receiver. Age group also brings differences in translation of the signs.

5. Receiver

The group or person who gets sent message is called receiver. The side who receives message sent by other side is receiver. Under marketing communication system, those who see or hear advertisement are receivers. Message should be sent understanding the need/wants, feeling, ability, thought etc. of the targeted receivers. If the message cannot be sent, such message becomes ineffective.

6. Response

When the message has been received, it should be carefully understood. What the sender has intended should be exactly understood from the message. Then the receiver reacts, reaction may or may not be according to the message. So, it is said that message may get hundreds of reactions. Positive reaction motivates to buy goods or services and give impetus to perform any work.

7. Feedback

The reaction which a receiver communicates to the sender after understanding the meaning of any message is called feedback. Feedback greatly helps to make future communication effective. In marketing communication system understanding messages, making positive attitude towards products, increasing sale quantity, etc. are feedback. In short, expression of reaction towards received message or show any behavior is called feedback. It helps the sender to improve message, if any, and implement it.

8. Noise

While making flow of message, different disturbances and problems may arise due to various external causes, this is called noise. Problems may appear due to language, style and competitors. Such disturbance or problem should be immediately overcome. Otherwise, it adversely affects communication.

Elements of Marketing Communication

The task of exchanging information about goods or services between sellers and buyers is called marketing communication. In this, one person or group of persons makes flow of message, thoughts/ideas, facts, efficiency, feeling, or information to other person or group of persons. Full or partial description or message can be communicated to right place and right person through words, figures, graph, signs, symbols etc. Such message should be clearly understandable and can be implemented. This activity should be given continuity, by which the objective of sales department can be achieved.

Generally, marketing communication makes flow of information relating to goods, price, place and promotion. So, goods, price and place are called the chief elements of marketing. However, the important elements relating to communication are:
  • Personal selling
  • Advertising
  • Sales promotion
  • Publicity

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