2. 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
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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
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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
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16. Wilbur Schram model of
communication
ResponseNoiseFeedback
Sender field of
experience &
frame of mind
Receiver’s field of
experience &
frame of mind
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