Communication process and

the steps in developing

effective marketing
communications.

Ahsan 5134
MARKETING COMMUNICATION PROCESS
Cont…

Sender
 The party or person who is sending the message
to the other party or person is the sender.
Encoding
 The conversion of thought into the meaningful
symbols is called encoding.
Message
 The group of symbols transmitted by the sender is
called a message.
Media
 The channel of communication through which
transfers the message from sender to receiver is
called media.
Cont…

Decoding
 The conversion of symbols into meaning
by the receiver is called decoding.
Receiver
 The sent message received by another
person or party is called the receiver.
Response
 The reaction shown by the receiver
before the message is called response.
Cont…

Feed Back
 The portion of the response of the receiver
that is sent back to the sender is called
feedback.
Noise
 The unplanned distortion during the process
of communication due to which the receiver
understands the wrong meaning of the
original message is called noise.
Developing Effective Communications

Determination
Identification of
of the Designing of the
the Target
Communication Message
Audience
Objectives

Message
Collecting
Choosing Media Structure &
Feedback
Format
Cont…

Identification of the Target Audience

 The first step in the effective marketing
communication process is to identify the target
audience.
Determination of the Communication Objectives
 In this step the marketing communicator should
clear the objectives of the communication
process.
 Generally, there are six Stages of Customer
Readiness through which a customer pass to
make a purchase which are as follow.
Cont…

Designing of the Message

 In this step the marketing communication,
communicator focuses upon the design of
the message. AIDA model that can make
any message effective and potential.
Message Content
 In this step of the marketing
communication process the content of
the message is decided.
Cont…

Message Structure & Format

 Structure and content of message. How to
say message.
Choosing Media
 The channels of communication are
decided in this step of a marketing
communication process, which may take
the following two forms.
 Personal
 Non-Personal
Cont…

Collecting Feedback
 This is the last step of the
marketing communication
process in which the feedback
from the target customers.