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Marketing
Communication
Models
Shikha Sota
Communication
“Communication is sum of all things
which a person does when he wants
to create an understanding in the
mind of another.”
Louis A. Allen
Shikha Sota
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
Process
Sender Encoding
of message
Media
Receiver Decoding
of message
Who Says Through To Whom How
Feedb
ack
Shikha Sota
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
Steps in effective
Communication
Shikha Sota
Steps in effective
Communication
Shikha Sota
Message
• What to say? (message content)
• How to say? (message format)
• Who should say it? (message source)
Shikha Sota
Message Source
• Source credibility
• Source attractiveness
• Cost of source
Shikha Sota
Shannon Weaver model
Nois
e
Signal
received
Feedback
Shikha Sota
Message
encoded
Message
decoded
Shikha Sota
Murphy model
Context
Idea/
reference
Sender
(encoder)
Receiver
(decoder)
Feedback
Message
Medium
Shikha Sota
Receiver
Thill & Bovee model
Idea/
Sende
r
Message
Feedback
Transmission of
message
Shikha Sota
Berlo’s Model of Communication
Feedback
Shikha Sota
Lesikar, Petitt & Flatley model
Response by Kevin
and communication
cycle is complete
Shikha Sota
Becker’s model of
Communication
Source
Receiver
Message
bits
Shikha Sota
Wilbur Schram model of
communication
ResponseNoiseFeedback
Sender field of
experience &
frame of mind
Receiver’s field of
experience &
frame of mind
Shikha Sota

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Marketing Communication Models