In this lecture students will see how communication process takes place and how different communication models influence the marketing channel.

1. Communication Process and its models
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2. Meaning of Communication
 Two-way process of reaching mutual understanding, in
which participants not only exchange (encode-
decode) information, news, ideas and feelings but
also create and share meaning.
 In general, communication is a means of connecting people or places.
 In business, it is a key function of management--
an organization cannot operate without communication between
levels, departments and employees.
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3. Nature of Communication
 Communication is related to human activity
 Communication involves two or more parties
 Communication could be one-way or maybe two-way process
 Success of communication depends on a proper understanding of the
parties involved
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4.  Conversation in organization flows in a variety of styles
 Communication is media or channel based
 Advertising essentially is a tool of communication for marketing.
 In communication process, the sender sends a message through some
medium so that it reaches the receiver. The transmission of message
from a sender to a receiver is the backbone of any communication
process.
 The end result of the communication process is the understanding of
the message.
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5. Process of Communication
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6. Models of the Communication Process
 Shannon’s Model of the Communication Process
 Derivative Models of the Communication Process
An Intermediary Model.
An Interactive Model.
A Transactional Model.
 An Ecological Model of the Communication Process
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7. Shannon’s Model of the Communication
Process
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8. Derivative Models of the
Communication Process
An Intermediary Model
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9. Interactive Model
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10. Transactional Model
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11. Ecological Model of the Communication
Process
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12. Thank You!!
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