What is communication?

Communication process consists of some interrelated steps or parts through which

messages are sent form sender to receiver. The process of communication begins
when the sender wants to transmit a fact, idea, opinion or other information to the
receiver and ends with receivers feedback to the sender. The main components of
communication process are sender, message, channel, receiver and feedback. In the
following, some definitions of the communication process are quoted:

Robert Kreitner defined, Communication process is a chain made up of identifiable

links. The chain includes sender, encoding, message, receiver, decoding, and
feedback.

In the opinion of S. K. Kapur, The communication process is the method by which the
sender transfers information and understanding to the receiver.

According to Bovee, Thill and Schatzman, The communication process consists of six
phases linking sender and receiver.

7 Major Elements of
Communication Process
by Smriti Chand

Seven major elements of communication process are: (1) sender (2) ideas (3)
encoding (4) communication channel (5) receiver (6) decoding and (7)
feedback.

Communication may be defined as a process concerning exchange of facts or

ideas between persons holding different positions in an organisation to
achieve mutual harmony. The communication process is dynamic in nature
rather than a static phenomenon.

Communication process as such must be considered a continuous and

dynamic inter-action, both affecting and being affected by many variables.

(1) Sender:
The person who intends to convey the message with the intention of passing
information and ideas to others is known as sender or communicator.

(2) Ideas:
This is the subject matter of the communication. This may be an opinion,
attitude, feelings, views, orders, or suggestions.

(3) Encoding:
Since the subject matter of communication is theoretical and intangible, its
further passing requires use of certain symbols such as words, actions or
pictures etc. Conversion of subject matter into these symbols is the process of
encoding.

(4) Communication Channel:

The person who is interested in communicating has to choose the channel for
sending the required information, ideas etc. This information is transmitted to
the receiver through certain channels which may be either formal or informal.

(5) Receiver:
Receiver is the person who receives the message or for whom the message is
meant for. It is the receiver who tries to understand the message in the best
possible manner in achieving the desired objectives.

(6) Decoding:
The person who receives the message or symbol from the communicator tries
to convert the same in such a way so that he may extract its meaning to his
complete understanding.

(7) Feedback:
Feedback is the process of ensuring that the receiver has received the
message and understood in the same sense as sender meant it.

The following diagram represents the communication process

Integrated marketing communication

Integrated marketing communication refers to integrating all the methods of brand promotion to
promote a particular product or service among target customers. In integrated marketing
communication, all aspects of marketing communication work together for increased sales and maximum
cost effectiveness.

Let us go through various components of Integrated Marketing Communication:

1. The Foundation - As the name suggests, foundation stage involves detailed analysis of both the
product as well as target market. It is essential for marketers to understand the brand, its
offerings and end-users. You need to know the needs, attitudes and expectations of the target
customers. Keep a close watch on competitors activities.

2. The Corporate Culture - The features of products and services ought to be in line with the work
culture of the organization. Every organization has a vision and its important for the marketers to
keep in mind the same before designing products and services. Let us understand it with the help
of an example.

Organization As vision is to promote green and clean world. Naturally its products need to be eco
friendly and biodegradable, in lines with the vision of the organization.

3. Brand Focus - Brand Focus represents the corporate identity of the brand.

4. Consumer Experience - Marketers need to focus on consumer experience which refers to what
the customers feel about the product. A consumer is likely to pick up a product which has good
packaging and looks attractive. Products need to meet and exceed customer expectations.

5. Communication Tools - Communication tools include various modes of promoting a particular

brand such as advertising, direct selling, promoting through social media such as facebook,
twitter, orkut and so on.

6. Promotional Tools - Brands are promoted through various promotional tools such as trade
promotions, personal selling and so on. Organizations need to strengthen their relationship with
customers and external clients.

7. Integration Tools - Organizations need to keep a regular track on customer feedbacks and
reviews. You need to have specific software like customer relationship management (CRM) which
helps in measuring the effectiveness of various integrated marketing communications tools.

Integrated marketing communication enables all aspects of marketing mix to work together in harmony to
promote a particular product or service effectively among end-users.
advertising is the broad and direct communication that introduces your brand to the public, educates
about your products and services, prompts people with an interest to take action and provides urgency
when you convey special promotions. In fishing for business, branding is the pole because it reflects the
character of the fisherman; marketing is the line because it conveys the message to the appropriate area
of the pool of customers and advertising is the hook that carries the bait.
Branding

The first objective of advertising is to introduce a brand to a broadly-targeted market.

Through the use of regional newspapers, radio and television, online and mobile device
targeting and event sponsorship, advertising presents a psychologically-crafted message to
a broad group of potential customers. Colors, shapes, slogans and other sensory triggers are
used to arouse an image in the minds of the viewers. That image governs how they relate to
the company introduced in the advertising and products. A classic example of branding
through advertising is the Coca-Cola commercial that showed an ethnically, age and gender-
diverse group of people on a hill singing "I want to teach the world to sing in perfect
harmony." Of course, the image of Santa Claus in his red and white snowsuit is from a 1930s
Coca-Cola ad in the Saturday Evening Post.
Education

Advertising also introduces the product and conveys information regarding that product.
Again, Coca-Cola's classic bottle with condensation that a smiling and clearly refreshed
person is holding is an example how, in a print ad, Coca-Cola gets across the value of its
product as a cold, refreshing drink that makes the consumer happy. Predominant red and
white colors recall the good feelings of previous branding and the distinctive bottle shape
identifies the product as Coca-Cola, even if the label is not readable.

Call to Action

Are you ready to drink a Coca-Cola right now? That is the call to action. When you see a
smiling person drinking one, it reminds you that you would like to drink one too. The tag line
"The pause that refreshes" validates your feeling and creates urgency. In fact, by the time
you have seen a few years of Coca-Cola advertising, you are psychologically primed to
respond to the red and white colors, the bottle shape and the brand name. You immediately
consider whether you want to buy a Coca-Cola.

Urgency

Advertising also spreads the word of special promotions that create urgency. When you see
an ad that proclaims a Memorial Day sale on items you want to buy, you know you must buy
on the day of the sale if you want to get the attractive price. Ads with coupons provide the
same sense of urgency. Not only does the coupon generally have an expiration date but it
psychologically represents someone giving you the money to buy the advertised item. It
creates a priority to spend the coupon on acquiring the item, even if its purchase had not
been a priority before receiving the coupon.

Intended goals of an advertising or promotional program. Possible communications objectives include (1)
creating awareness, (2) imparting knowledge, (3) projecting an image, (4) shaping attitudes, (5) stimulating a want or
desire, and/or (6) effecting a sale.