The Communication Process
The Communication Process
The core objective of marketing communication is to build a
positive image of the brand or company along with its products or services in
the minds of people.
There are several ingredients in marketing communications like:
- Advertising & promotion mix
- Publicity like stories appear in newspapers & magazines
- Annual reports & meeting with shareholders
Origin:
Communication is derived from the Latin word communis. Which means to make common. To communicate is to succeed in conveying one’s meaning to others. Means, the essence of communication, is achieved only when there is a sharing of thought between a sender & receiver. Both sender and receiver must be active participants in the same communicative relationship so that thought can be shared. Communication is something one does with another person, not something one does to another person.
Communication is derived from the Latin word communis. Which means to make common. To communicate is to succeed in conveying one’s meaning to others. Means, the essence of communication, is achieved only when there is a sharing of thought between a sender & receiver. Both sender and receiver must be active participants in the same communicative relationship so that thought can be shared. Communication is something one does with another person, not something one does to another person.
One must
know three key concepts of communication: the field of experience, meaning, sign & symbol.
Field of experience:
A field of
experience means a person’s total life experience. The greater the similarity
between the experiences of a sender & a receiver, the better and more
accurate & clear is the sharing of meaning- that is, more communication
occurs. For example: The word Ganga, will have a different meaning for an urban
youth living in Mumbai & another living in Varanasi. The soap launched by
Godrej, claiming to have Gangajal, is clearly targeted at rural consumers where
field of experience helps them accept the association of Gangajal with purity.
In short, A product manufacture & target to sell to rural customer might
have different meaning if the same been target to sell to the Urban youth
customer.
Meaning Its in the mind or thoughts of the
participants in the communication process. It cannot be transmitted. Words,
sign & symbol that convey message can be transmitted. But these words, sign
or symbols may fail to communicate when they have different meanings based on
dissimilar life experiences, of the sender & receiver. Let us take the
example of a word that almost everyone can associate with: the sun. Sun can be
symbolize heat, life-giving power, god, energy, warmth, a new beginning, power
or just a ball of fire- a challenging mystery for scientific study.
Thus words,
pictures or other signs tend to have at least three kinds of meaning:
Denotative: Involves
the literal association of signs.
Connotative: Involves individual- specific interpretation of signs.
Connotative: Involves individual- specific interpretation of signs.
Contextual:
interprets signs in the context (such as the media) in which it is presented.
Sign and Symbols:
It’s an
element of communication process used in signs. When these signs are received
in an individual context they come to symbolise a definite meaning. For
instance, a speed bike may connote a symbol of a macho man having an
adventurous life
style.
style.
You can connect me on
Interested to read Marketing stuff please click below link:
https://marketing-to-promotion.blogspot.com/2019/03/marketing-approach-atl-btl-ttl.html
Comments
Post a Comment