Communication Process

Medium
Feedback
Outcome
Sender
Encoding
Receiver
Decoding
Noise
Original message
as intended
The message can suffer distortion
as it moves through the medium,
either inadvertently as a result of
the mediums technology or from
beliefs about messages that use
the medium.
Message enters
the receivers
decoding process
Noise
Feedback
Noise
Feedback with
distortion
Noise
Outcome can be
an action,
modification of or
formation of a
belief, increased
awareness, etc.
Message
Feedback: Information about the
outcome returns to the sender with
the potential of additional noise.
Noise:
Noise can be a belief or predisposition which acts as a filter that
interprets messages. Noise can also distort messages. Distortion
can be caused by misunderstanding, misinterpretation, rumor,
pre-determined beliefs, and other competing influences such as
fatigue, distractions, crises, and competitive messages. Noise can
occur anywhere in the communications process.
Message
Message
Message
Feedback
Members of the buying center respond to
messages; media are only a means of
delivering messages
Messages must assist members of the
buying center to progress through the
buying decision process
Messages must be crafted to implement
the positioning chosen in the design of
marketing strategy

Includes the following elements:
oPersonal Selling
oAdvertising
oSales Promotion
oPublic Relations
Person to person conversation
Immediate feedback allows
adaptation of message
Costly per contact, but effective in
persuasion

Paid access to media monologue
conversation often with no direct
feedback
Needs to carry short message
Low cost per contact
Usually not good for direct influence
on final decision

Inducements to action enhance value
Three general kinds of promotions
o Sales promotion focused on sales team
support
o Sales promotion focused on middlemen
supportpush promotions
o Sales promotion focused on customers
pull promotions

Efforts to get favorable coverage of
the business by third-party media
and publics convey simple
messages through third-party media
Build a relationship with media
In the Process Flow Stages
Definition Stage
Problem definition
Solution definition
Product specification
Selection Stage
Solution provider search
Acquire solution
provider(s)
Deliver Solution Stage
Customize as needed
Install/test/train
End Game Stage
Operate solution
Reach end result
Evaluate outcomes
Determine next set of
needs

Non-personal
communication can

Help identify problems;
provide info for defining
solutions; help customers
remember vendors

Provide info on vendor;
provide info on products and
partners

Deliver service and training
info

Provide reinforcement;
deliver service info; share
performance data for
evaluation


Using

Advertising;
websites; trade
show partici-
pation; publicity

Website; direct
mail

Website

Website;
advertising; public
relations
Starts with knowledge of customers
Maintains a clear and consistent
message


Update and review entire marketing
effort for communication
consistency
Integrated effort drives marketer to
view interdependence of marketing
mix, enabling

Print promotion
o Print advertising
o Direct mail advertising
o Corporate advertising
o Sales and support literature
Sales Promotion
o Channel promotions
o Promotional merchandise

Personal selling
Product presentations and demonstrations
Relationship building with customers, channels
and company sellers
Building customer memory with premium
merchandise and print promotion
Building credibility and customer memory with
presentations, seminars and panel discussion
participation
An opportunity to learn about customers and
competitors
Cover the technical sessions and
industry-trends panel discussions
Comb the exhibit floors for interesting
new products and company marketing
programs
Conduct personal interviews with
company insiders
Which shows to attend
Who should go
Internet communications facilitate rapid detailed
interaction between customer, marketer, seller
and service person
Advantages:
o Low-cost interactivity
Internet communications can be effective in any
stage of the buying decision process
Know the customers
Track effectiveness server logs offer
good data on user/customer response
behavior
Website
email
Newsletters
Webinars
Blogs and social media
recognize and understand their problems
collect and compare information about
alternative solutions and costs
collect and compare information about
alternative suppliers, their partners and their
successful delivery of value to prior customers
obtain additional materials
Used when an interested person gives permission
to send email messages
Works best when the prospective customer has
visited the web site and has responded positively
Must have something of value to communicate
when you send the email
Requires attention to updates, current
information
Becoming less effective because marketers have
abused the trust of the audience and sent too
many worthless messages
On an opt-in basis
Fare a little better than email because
they often have more of value to
communicate
If well constructed, these are
relatively low-cost
Have the advantage of self-selection
by prospective customers who are
interested in the information
Marketers are still learning how to use
these methods
It does seem that having real mutual
interests and letting the conversation
progress are the keys to useful
interaction