Marketing Communication

Models

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Communication

“Communication is sum of all things which a person does when he wants to create an understanding in the mind of another.”

Louis A. Allen

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Objectives of Marketing Communication• To inform the target audience• To remind• To build brand preference• To overcome dissonance• To create demand• To face competition

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Process

Sender Encoding of message Media

Receiver Decoding of message

Who Says Through To Whom How

Feedback

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Factors affecting Communication Process

• Nature of target audience– Level of Knowledge– Number of target audience– Age of customers

• Nature of product• Available finance• Competing units• Objective of communication

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Steps in effective Communication

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Steps in effective Communication

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Message

• What to say? (message content)

• How to say? (message format)

• Who should say it? (message source)

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Message Source

• Source credibility

• Source attractiveness

• Cost of source

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Shannon Weaver model

Noise

Signalreceived

Feedback

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Message encoded

Message decoded

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Murphy model

ContextIdea/

reference

Sender(encoder)

Receiver(decoder)

Feedback

Message

Medium

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Receiver

Thill & Bovee model

Idea/ Sende

r

Message

Feedback

Transmission of message

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Berlo’s Model of Communication

Feedback

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Lesikar, Petitt & Flatley model

Response by Kevin and

communication cycle is completeShikha Sota

Becker’s model of Communication

Source

Receiver

Message bits

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Wilbur Schram model of communication

ResponseNoiseFeedback

Sender field of experience & frame of mind

Receiver’s field of experience & frame of mind

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