Unit 14.Steps inDevelopingEffective Communication
Unit 14. Steps in Developing Effective Communication
Marketers need to understand howcommunication works.Communication involvesthe nine elements shown in the figure on nextchart.Two of these elements are the maiorparties in a communication-the sender and thereceiver.Another two are the majorcommunication tools-the message and themedia.Four more are major communicationfunctionsencoding,decoding,response,andfeedback. The last element is noise in thesystem.Let's look at the definitions of these elements byusing a McDonald's television ad:
◼ Marketers need to understand how communication works. Communication involves the nine elements shown in the figure on next chart. Two of these elements are the major parties in a communication—the sender and the receiver. Another two are the major communication tools—the message and the media. Four more are major communication functions—encoding, decoding, response, and feedback. The last element is noise in the system. ◼ Let’s look at the definitions of these elements by using a McDonald’s television ad:
ElementsintheCommunicationProcess(SeeP.236Fig.14.1)MessageSenderEncodingDecodingReceiverMediaNoiseeedbackResponseSender'sfieldReceiver'sfieldofexperienceofexperience
3 Elements in the Communication Process ( See P. 236 Fig. 14.1)
Sender:The party sending the message toanotherparty--McDonald's.Encoding:Theprocessof putting thought intosymbolic form-McDonald's advertising agencyassembles words and illustrations into anadvertisement that will convey the intendedmessage.Message:The setof symbolsthatthe sendertransmits--the actual McDonald's advertisementMedia:The communication channels throughwhich the message moves fromsender toreceiver-in this case,television and the specifictelevision programs McDonald's selects.byfamilymembers while watchingthead
◼ Sender: The party sending the message to another party—-McDonald’s. ◼ Encoding: The process of putting thought into symbolic form—McDonald’s advertising agency assembles words and illustrations into an advertisement that will convey the intended message. ◼ Message: The set of symbols that the sender transmits—-the actual McDonald’s advertisement. ◼ Media: The communication channels through which the message moves from sender to receiver—in this case, television and the specific television programs McDonald’s selects. ◼ by family members while watching the ad
Decoding:Theprocess by which the receiverassigns meaning to the symbols encoded by thesender-a consumer watches the McDonald's asand interprets the words and illustrations itcontainsReceiver:The party receiving the message sentby another party-the consumer who watches theMcDonald'sadResponse:The reactions of the receiver afterbeing exposed to themessage-any of hundredsofpossibleresponses,suchasthe consumer likesMcDonald's better,is more likely to eat atMcDonald's next time he or she eats fast food,ordoes nothing
◼ Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender—a consumer watches the McDonald’s as and interprets the words and illustrations it contains. ◼ Receiver: The party receiving the message sent by another party—the consumer who watches the McDonald’s ad. ◼ Response: The reactions of the receiver after being exposed to the message—any of hundreds of possible responses, such as the consumer likes McDonald’s better, is more likely to eat at McDonald’s next time he or she eats fast food, or does nothing