The document outlines the marketing communication process, including its definition, components, and models such as the cognitive response approach and the elaboration likelihood model. Key elements include the roles of the sender and receiver, the encoding and decoding of messages, and the importance of feedback in evaluating communication effectiveness. Marketing communication aims to achieve specific objectives, such as consumer awareness and purchase intention.

1. MARKETING
COMMUNICATION
PROCESS
SUBMITTED TO -
DR. GARIMA KOHLI MALIK
SUBMITTED BY –
PRATEEK (52)
AJAY VEER(53)
MANSI(54)

2. MEANING OF MARKET COMMUNICATION
 Marketing communications refer to the strategy used by a company or individual to reach
their target market through various types of communication. Marketing communication
includes
 advertising,
 direct marketing,
 branding,
 packaging,
 sales presentations,
 trade show appearances etc.

4. BASIC MODEL OF COMMUNICATION
 Source – A source is also referred to as a sender. The sender has a message to convey to
others. The sender can be anyone from a brand manager (in a major corporation such as
Nike or Budweiser) to a salesperson in a smaller organization. At times, celebrities are
to endorse products and act as a sender for the product. It is always important to make
sure that the source is credible and trustworthy.
 A direct source can be a salesperson delivering a message about a product.
 An indirect source uses a well known public figure to draw attention to a product.
 Encode – The source encodes or translates ideas into a message. For example, a brand
manager decides to promote a new product.
 Message – After defining the target market, the marketer designs an effective message
that will achieve the communication objectives.

5.  Receiver – The receiver is the person or group with whom the sender attempts
to share ideas. Marketers want a response, the reactions of the receiver, after
being exposed to the message: for example, a consumer receiving the message
about the new product.
 Decode – The receiver decodes or interprets the message. For a message to be
decoded by a receiver the way it was intended by the sender, the sender and
receiver need to have common experiences. In other words, a receiver may not
decode a message the way it was intended to if her background and experience
differ greatly from the sender’s. A marketer has to be sensitive to the intended
audience.
 Noise – Noise interferes with or disrupts effective communication. This can
include a poor television or radio signal.
 Feedback – Feedback is monitoring and evaluating how accurately the intended
message is being received. This can be done by conducting market research.
Essentially, this involves asking consumers if they have seen the message, if they
recall the message, and what their attitude was towards the product.

6. EXAMPLE FROM A MARKETING PERSPECTIVE
 The SENDER is typically the company that produces the product.
 ENCODING involves communicating the message in understandable terms for the consumer. In some
companies, this person is identified as the Marketing Manager.
 TRANSFER MECHANISM is the medium that will be used to “transfer the message”.
 DECODING is how the customer interprets the message.
 RESPONSE is how the customer reacts to the message. Will the customer purchase the product?
 FEEDBACK measures how successful the advertising campaign was.
 Example of a Marketing Communications Strategy:
SENDER – Clothing manufacturer
ENCODING – Marketing Manager at the clothing manufacturer
TRANSFER MECHANISM – Television ad
DECODING – Customer sees the television ad and keeps it in mind
RESPONSE – Customer goes to the store and purchases the new product (item of clothing)
FEEDBACK – Information that customers are responding positively to the message

7. WHO IS THE TARGET MARKET ?
LEVELS OF AUDIENCE AGGREGATION
Must know how your
market will respond
to various sources of
information and
message types.

8. THE RESPONSE PROCESS – MODEL OF
RESPONSE

9. THE COGNITIVE RESPONSE APPROACH
 One of the most widely used methods for examining consumers' cognitive processing of
advertising messages is assessment of their cognitive responses, the thoughts that occur to
them while reading, viewing, and/or hearing a communication. The assumption is that these
thoughts reflect the recipient's cognitive processes or reactions and help shape ultimate
acceptance or rejection of the message.
 The cognitive response approach is mainly focused to determine the types of responses evoked
by an advertising message and how these responses relate to attitudes toward the ad, brand
attitudes, and purchase intentions. The three basic categories of cognitive
responses researchers have identified—product/message, source-oriented, and ad execution
thoughts—and how they may relate to attitudes and intentions.
 For example, consider the ad for Ultra Tide. A consumer may express disbelief or disapproval of
a claim made in an ad. ("I don't believe that any detergent could get that stain out!") Other
consumers who see this ad may generate support arguments, or thoughts that affirm the
claims made in the message. ("Ultra Tide looks like a really good product—I think I'll try it.")

10. THE MODEL OF COGNITIVE RESPONSE

11. ELABORATION LIKELIHOOD MODEL (ELM MODEL)
 The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the
attitude of reader or viewer. It is very much important for corporations and advertisement
agencies, in designing their market strategies and understanding the attitudes of peoples.
 The Elaboration Likelihood model proposes that each and every message is undergoing the process
of persuasion in two different ways. They are called Central route and peripheral route.
 Central Route - The process of persuasion through Central route is straight to the point and
complete.
 Example - A woman who is very much interested in jewellery will be closely watching the
advertisements of her favorite jewellery brands. And her husband may not be interested in jewels
so he will be totally ignoring the message from advertisements about the jewels. Here the woman
processes the message in her central route and not her husband.
 Peripheral Route - The peripheral route is weak and the involvement of the receiver will be low.
 Example – A boy in a book store wants to buy a note book for doing his homework. He sees many
designs in front cover of the notebook from various companies. He became confused, and then he
saw a notebook with his favorite football player’s picture in front cover. Without thinking much
about it, he bought that notebook.

13. COMPARISON OF MARKETING AND
COMMUNICATION OBJECTIVES
MARKETING COMMUNICATION
1). Sales volume 1). Market segments the company wants
2). Market share to target
3). ROI 2). The products FAB (features, Advantages and Benefits)
4). Profit 3). The companies and competitors brands.
4). Ideas on how the brand should be positioned.

14. SETTING OBJECTIVES

15. DAGMAR – Defining Advertising Goals for
Measured Advertising Results
AWARENESS – making the consumer aware of the existence
of the brand.
COMPREHENSION – developing and understanding of what
the product is and what it will do for the consumer.
CONVICTION – developing a mental disposition in the
consumer to buy the product.
ACTION – getting the consumer to purchase product.

16. A FRAMEWORK FOR STUDYING HOW ADVERTISING
WORKS

17. EXAMPLES -

19. SUMMARY AND CONCLUSION
IMC (Indian multinational companies) is based on
basic (persuasive) communication theory.
Understanding consumer responses.
Allows communication objectives to be set by
considering response models.