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The Basic Elements of The Communication Process

The document discusses the basic elements of the communication process. It defines communication as the exchange of information between two or more people. The key components of any communication process are the sender, who encodes the message; the receiver, who decodes the message; the message itself; the medium used to transmit the message; and feedback from the receiver. For communication to be successful, all parties must be able to exchange and understand the information. The document provides an example to illustrate these communication elements and also discusses factors like noise and context that can interfere with the process.

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Afad Khan
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217 views

The Basic Elements of The Communication Process

The document discusses the basic elements of the communication process. It defines communication as the exchange of information between two or more people. The key components of any communication process are the sender, who encodes the message; the receiver, who decodes the message; the message itself; the medium used to transmit the message; and feedback from the receiver. For communication to be successful, all parties must be able to exchange and understand the information. The document provides an example to illustrate these communication elements and also discusses factors like noise and context that can interfere with the process.

Uploaded by

Afad Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Basic Elements of the

Communication Process
Whenever you've had a conversation, texted a friend, or given a
business presentation, you have engaged in communication. Any
time two or more people get together to exchange messages, they
are engaging in this basic process. Although it seems simple,
communication is actually quite complex and has a number of
components.

Communication Process Definition

The term communication process refers to the exchange of


information (a message) between two or more people.

For communication to succeed, both parties must be able to


exchange information and understand each other. If the flow of
information is blocked for some reason or the parties cannot make
themselves understood, then communication fails.
The Sender

The communication process begins with the sender, who is also


called the communicator  or source. The sender has some kind of
information — a command, request, question, or idea — that he or
she wants to present to others. For that message to be received,
the sender must first encode the message in a form that can be
understood, such as by the use of a common language or industry
jargon, and then transmit it.

The Receiver

The person to whom a message is directed is called the receiver  or


the interpreter. To comprehend the information from the sender,
the receiver must first be able to receive the sender's information
and then decode or interpret it. 
The Message

The message  or content  is the information that the sender wants to


relay to the receiver. Additional subtext can be conveyed through
body language and tone of voice. Put all three elements
together — sender, receiver, and message — and you have the
communication process at its most basic.

The Medium

Also called the channel, the medium is the means by which a


message is transmitted. Text messages, for example, are
transmitted through the medium of cell phones.

Feedback

The communication process reaches its final point when the


message has been successfully transmitted, received, and
understood. The receiver, in turn, responds to the sender, indicating
comprehension. Feedback  may be direct, such as a written or verbal
response, or it may take the form of an act or deed in response
(indirect).

Other Factors

The communication process isn't always so simple or smooth, of


course. These elements can affect how information is transmitted,
received, and interpreted:

 Noise: This can be any sort of interference that affects the


message being sent, received, or understood. It can be as
literal as static over a phone line or radio or as esoteric as
misinterpreting a local custom.
 Context: This is the setting and situation in which
communication takes place. Like noise, context can have an
impact on the successful exchange of information. It may have
a physical, social, or cultural aspect to it. In a private
conversation with a trusted friend, you would share more
personal information or details about your weekend or
vacation, for example, than in a conversation with a work
colleague or in a meeting.

The Communication Process in Action

Brenda wants to remind her husband, Roberto, to stop by the store


after work and buy milk for dinner. She forgot to ask him in the
morning, so Brenda texts a reminder to Roberto. He texts back and
then shows up at home with a gallon of milk under his arm. But
something's amiss: Roberto bought chocolate milk when Brenda
wanted regular milk. 

In this example, the sender is Brenda. The receiver is Roberto. The


medium is a text message. The code is the English language they're
using. And the message itself is "Remember the milk!" In this case,
the feedback is both direct and indirect. Roberto texts a photo of
milk at the store (direct) and then came home with it (indirect).
However, Brenda did not see the photo of the milk because the
message didn't transmit (noise) and Roberto didn't think to ask
what kind of milk (context).

Marketing Communication

Definition: The Marketing Communication refers to the means adopted


by the companies to convey messages about the products and the brands
they sell, either directly or indirectly to the customers with the intention to
persuade them to purchase.

In other words, the different medium that company adopts to exchange the
information about their goods and services to the customers is termed as
Marketing Communication.

The marketer uses the tools of marketing communication to create the brand
awareness among the potential customers, which means some image of the
brand gets created in their minds that help them to make the purchase
decision.

Marketing communication offer solutions to the following questions:

 Why shall the product be used?


 How can the product be used?
 Who can use the product?
 Where can the product be used? And
 When can the product be used?
Marketing communication includes Advertising, Sales Promotion, Events and
Experiences (sponsorship), Public Relations and Publicity, Direct Marketing,
Interactive Marketing, Word-of-Mouth Marketing, Personal Selling. These
tools of communication are collectively called as Marketing
Communication Mix.

Elements of Marketing Communication Mix


 
1. Advertising: It is an indirect, paid method used by the firms to inform
the customers about their goods and services via television, radio, print
media, online websites etcAdvertising is one of the most widely used
methods of communication mix wherein the complete information about the
firm’s product and services can be communicated easily with the huge target
audience coverage.
2. Sales Promotion: The sales promotion includes the several short-
term incentives to persuade the customers to initiate the purchase of the
goods and services. This promotion technique not only helps in retaining the
existing customers but also attract the new ones with the additional
benefits.Rebates, discounts, paybacks, Buy- one –get- one free scheme,
coupons, etc. are some of the sales promotion tools.
3. Events and Experiences: Several companies sponsor the events
such as sports, entertainment, nonprofit or community events with the
intention to reinforce their brand in the minds of the customers and create a
long term association with them.

The name of the firm sponsoring the event can be seen on the playground
boundaries, player’s jerseys, trophies, awards in the entertainment shows,
hoardings on stage, etc.

4. Public Relations and Publicity: The companies perform several


social activities with a view to creating their positive brand image in the
market. The activities that companies are undertaking such as, constructing
the public conveniences, donating some portion of their purchase to the child
education, organizing the blood donation camps, planting trees, etc. are
some of the common moves of enhancing the Public Relations.
5. Direct Marketing: With the intent of technology, the companies make
use of emails, fax, mobile phones, to communicate directly with the
prospective customers without involving any third party in between.
6. Interactive Marketing: Interactive Marketing has recently gained
popularity as a marketing communication tool, wherein the customers can
interact with the firms online and can get their queries resolved online.

Amazon is one of the best examples of interactive marketing wherein the


customers make their choice and can see what they have chosen or ordered
in the recent past. Also, Several websites offer the platform to the customers
wherein they ask questions and get the answers online such
as answer.com.

7. Word-of- Mouth Marketing: It is one of the most widely practiced


method of communication tool wherein customer share their experiences
with their peers and friends about the goods and services they bought
recently.This method is very crucial for the firms because the image of the
brand depends on what customer feels about the brand and what message
he convey to others.
8. Personal Selling: This is the traditional method of marketing
communication wherein the salesmen approach the prospective customers
directly and inform them about the goods and services they are dealing in. It
is considered as one of the most reliable modes of communication because it
is done directly either orally, i.e., face to face or in writing via emails or text
messages.

Thus, marketing Communication mix refers to the different tools that a firm
can adopt to inform, persuade, and remind the customer about the product
and services it sells

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