The general communication process and its implication on marketing communication
Organizations today are heavily dependent on information to meet organizational needs. Effective communication plays a key role in fulfilling these needs and contributes significantly to organizational or business success.
In this globalization period effective communication is critical to any organization and can help it in many ways. In fact, communication plays a role in product development, customer relations, and employee management - virtually every facet of a business' operations. In communication we share meaning in what we say and how we say it, both in oral and written forms. If we ...view middle of the document...
This simply means that no single aspect of communication can be meaningfully understood apart from the other elements.
2. Interaction: It is the process of linking between senders and receivers of the message. The process specifies interaction or linkages between or among countless factors, so that the changes in any set of forces affect the operation of all other processes to produce a total effect.
The concept of interaction is central to an understanding of the concept of process in communication. Communication is an attempt to link the gap between two individuals through producing and receiving messages which have meaning for both.
3. Social Context: Human communication is, to a great extent, influenced by the social context in which it occurs. The context or the situation that consists of a set of rules which govern the origin, flow and effect of the messages.
Kotler defines Marketing communications as the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands; they are a means by which the firm can establish a dialogue and build relationships with consumers.
From the above Kotler’s definition we can understand that marketing communications is the creation of relationship among a company’s products/services and its consumers. In other words marketing communication is how you stay in touch with and convey important information about your company to your customers. The primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding.
In order to influence the behavior of audience the general communication has great implication. For instance, communication as a process and interaction create linkage between senders and receivers of the message so as to make meaningfully understanding among them. In case of marketing the communication process and interaction create relationship between the seller and buyer of goods or services. As a single aspect of communication is not considered meaningfully there is no marketing communication only with seller or buyer aspect. There should be meaningful interaction among the seller and buyer.
As human communication is highly influenced by social context it is also true that social context has significant implication to the marketing communication.
The communication process is the steps we take in order to achieve a successful communication. There are eight elements of communication process as indicated in the figure below.
Fig. 1. The General Communication Process
1. Sender: A sender is the party that sends a message with the intention of passing information and ideas to others.
2. Encoding: Encoding is transforming thoughts of the information to be conveyed into a form that can be sent, such as...