Feedback:The part of the receiver's responsecommunicated back to the sender-McDonald'sresearch shows that consumers likeandremember the ad,or consumers write or callMcDonald's praising or criticizing the ad orMcDonald'sproducts.Noise: The unplanned static or distortionduring the communication process, which resultsin the receiver's getting a different message thanthe one the sender sent-the consumer has poorTVreceptionorisdistracted
◼ Feedback: The part of the receiver’s response communicated back to the sender—McDonald’s research shows that consumers like and remember the ad, or consumers write or call McDonald’s praising or criticizing the ad or McDonald’s products. ◼ Noise: The unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent—the consumer has poor TV reception or is distracted
This model pointsout several key factorsin goodcommunication. Senders need to know whataudiences they wish to reach and what responsesthey want. They must be good at encodingmessages that take into account how the targetaudience decodes them.They must sendmessages through media that reach targetaudiences,and they must develop feedbackchannels so that they can assess the audience'sresponse to the message.Thus,the marketing communicator must do thefollowing:identify the target audience; determinetheresponse sought; choose a message;choosethe media through which to send the message;select the message source and collectfeedback
◼ This model points out several key factors in good communication. Senders need to know what audiences they wish to reach and what responses they want. They must be good at encoding messages that take into account how the target audience decodes them. They must send messages through media that reach target audiences, and they must develop feedback channels so that they can assess the audience’s response to the message. ◼ Thus, the marketing communicator must do the following: identify the target audience; determine the response sought; choose a message; choose the media through which to send the message; select the message source; and collect feedback
IdentifyingtheTargetAudienceA marketingcommunicator startswith acleartarget audience in mind.The audience may bepotential buyers or current users,those whomake the buying decision or those who influenceit.The audience may be individuals, groups,special publics,orthe general public.Thetargetaudience will heavily affect the communicator'sdecisions on what will be said, how it will be saidwhen it will be said, where it will be said, andwho will sayit
Identifying the Target Audience ◼ A marketing communicator starts with a clear target audience in mind. The audience may be potential buyers or current users, those who make the buying decision or those who influence it. The audience may be individuals, groups, special publics, or the general public. The target audience will heavily affect the communicator’s decisions on what will be said, how it will be said, when it will be said, where it will be said, and who will say it
DeterminingtheResponseSoughtOnce the target audience has been defined,themarketing communicator must decide whatresponse is sought.Of course,in most cases,thefinal response is purchase.But purchase is theresult of a long process of consumer decisionmaking.The target audience may be in any of sixbuyer-readinessstages,thestages consumersnormally passthrough on theirway tomaking apurchase.The marketing communicator needs toknow where the target audience now stands andto what stage it needs to be moved.These stagesincludeawareness,knowledge,liking,preferenceconviction,orpurchase
Determining the Response Sought ◼ Once the target audience has been defined, the marketing communicator must decide what response is sought. Of course, in most cases, the final response is purchase. But purchase is the result of a long process of consumer decision making. The target audience may be in any of six buyer-readiness stages, the stages consumers normally pass through on their way to making a purchase. The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. These stages include awareness, knowledge, liking, preference, conviction, or purchase
StepsinDevelopingEffectiveCommunicationStep 1. Identifying the Target AudienceStep 2. Determining the Cominunication ObjectiveBuyer Readiness StagesAwarenessKnowledgeLikingPreferenceConviction10Purchase
10 Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness Steps in Developing Effective Communication