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Marketing Communication Models
The document discusses various models of the communication process. It describes the key components of communication including the sender, message, medium, receiver, feedback. It also outlines several steps and factors that affect effective communication, such as understanding the target audience and choosing an appropriate message, source and format. Finally, it presents several communication models including the Shannon-Weaver, Murphy, Thill & Bovee, Berlo's, Lesikar, Petitt & Flatley, Becker, and Wilbur Schram models.
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An overview of marketing communication by Shikha Sota, introducing key concepts.
Communication defined as a process to create understanding, quoting Louis A. Allen.
Key objectives are to inform, remind, build brand preference, create demand, and face competition.
Illustration of the communication process including sender, message encoding, media, receiver, and feedback.
Factors such as target audience nature, product nature, finance, competition, and communication objectives.
Steps to ensure effective communication as outlined in the presentation.
Discusses the elements of a message: content, format, and source.
Factors affecting message source credibility, attractiveness, and associated costs.
Presentation of the Shannon-Weaver model, highlighting noise, feedback, and message transmission.
Summary of Murphy's communication model focusing on context and the roles of sender and receiver.
Thill & Bovee model emphasizing the transmission and feedback mechanisms of communication.
Overview of Berlo’s model of communication, emphasizing feedback importance.
Discussion of Lesikar, Pettit & Flatley model, illustrating the communication cycle completion.
Becker’s model description focusing on the roles of the source and receiver in messaging.
Schram's model highlights the roles of experience, noise, and feedback in communication.
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Marketing Communication Models
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- 2. Communication “Communication is sumof all things which a person does when he wants to create an understanding in the mind of another.” Louis A. Allen Shikha Sota
- 3. Objectives of Marketing Communication •To inform the target audience • To remind • To build brand preference • To overcome dissonance • To create demand • To face competition Shikha Sota
- 4. Process Sender Encoding of message Media ReceiverDecoding of message Who Says Through To Whom How Feedb ack Shikha Sota
- 5. Factors affecting Communication Process •Nature of target audience – Level of Knowledge – Number of target audience – Age of customers • Nature of product • Available finance • Competing units • Objective of communication Shikha Sota
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- 8. Message • What tosay? (message content) • How to say? (message format) • Who should say it? (message source) Shikha Sota
- 9. Message Source • Sourcecredibility • Source attractiveness • Cost of source Shikha Sota
- 10. Shannon Weaver model Nois e Signal received Feedback ShikhaSota Message encoded Message decoded Shikha Sota
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- 12. Receiver Thill & Boveemodel Idea/ Sende r Message Feedback Transmission of message Shikha Sota
- 13. Berlo’s Model ofCommunication Feedback Shikha Sota
- 14. Lesikar, Petitt &Flatley model Response by Kevin and communication cycle is complete Shikha Sota
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- 16. Wilbur Schram modelof communication ResponseNoiseFeedback Sender field of experience & frame of mind Receiver’s field of experience & frame of mind Shikha Sota