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Principles of Marketing - Philip Kotler

Stages of development of effective communication

Market figures need to understand how communication works. This process includes nine constituent elements shown in the model in Fig. 74. The first two elements - the main participants in the communication, ie the sender and the recipient. The next two - the main tools of communication, ie, treatment and means of disseminating information. The four elements are the basic functional components: encoding, decoding, response, and feedback. The last element - random noise in the system. Here are definitions of these components:

The sender - side, sending an appeal to another party.

Encoding - the process of presenting ideas in symbolic form.

Appeal - a character set, the sender transmitted.

Means of dissemination of information - communication channels through which the treatment is transferred from the sender to the recipient.

Transcription - the process by which the recipient attaches importance to the symbols transmitted by a sender.

Fig. 74. The model represents an element of the communication process

Beneficiary - the party receiving the treatment, transferred to another party.

The response - a set of recipient responses, resulting from contact with the treatment.

Contact Us - part of the response, which informs the recipient of the sender.

Interference - the appearance in the communication process of unplanned interventions medium or distortion, bringing to the recipient receives treatment, other than the fact that the sender sent.

The model isolates the key factors of effective communication. Senders should know what audience they want to reach and what responses want. They should be able to skillfully encode treatment-specific decryption process, normally used by the target audience. They must pass through a treatment effective means of disseminating information, reaching the target audience. They should create a feedback channel in order to be aware of the reactions of the audience response to his appeal.

We are with you look at the constituent elements of the communication model, mainly in terms of the planning chain (by moving it in the opposite direction - from the target audience to your device). Communicator marketing sphere must: 1) Identify your target audience, 2) to determine the desired response, and 3) to select treatment 4) select the means of disseminating information, 5) select the properties that characterize the source of treatment, and 6) to collect the information received via the reverse communication.