is the process of
transmitting data, ideas, information from a source (transmitter
using a communication channel
All these elements form a communication system
process where two sides try to influence each other, using symbols,
in order to achieve their final objectives:
- Producer's objective: to sell the products
- Customer's objective: satisfying the need.
The process of communication is
depicted in the following scheme:
the company that want to send a message to the target market so that
it receives a favorable answer from them:
- Purchase of a product
- Positive attitude
- Image improvement
To assure a high credibility, the
company employs public personalities or opinion leaders to
effectively deliver the message. They are the message source and are
widely used in advertising.
intended meaning of the message, the idea the transmitter wants to
deliver in encoded in symbols, text, images, sounds so that it's
easily received by the customer. In the encoding process, the
transmitter must take into account the public target characteristics,
so that it doesn't understand the message inaccurately.
– is transmitted
through a communication channel to the receiver and has a certain
transmitted meaning. On this act various perturbing factors existing
at the communication channel level and are independent of the
transmitter or receiver. These perturbing factors are called
or channel noise
and are usually a
consequence of the message intersecting other promotional messages.
– the message
is received having a certain received meaning, that can be different
from the original emitted meaning due to the channel noise.
The understood meaning
results from decoding the received message according to the
interpretation the receiver gives to the symbols the transmitter used
to encode the message.
– is that part of the
target market where the message is focused. It can be a person, a
group or an organization.
Feedback – is the answering
reaction of the receiver that can be a positive, negative or
indifferent. The purpose of promotional communication is that the
public response to be favorable, with a clear finality: purchasing
the products and recovery, by this mean, of the expenses involved in
the promotional activities.
In the communication process, the
transmitter must make sure that the understood meaning is as
close as possible to the intended meaning. Otherwise, the
message can be distorted and might not generate the desired effects,
representing a total waste of resources.