The importance of marketing communication in the life of a company cannot be overstated. Consumers rely on marketing communication information to make informed purchasing decisions.
The elements of a communication process are as follows:
Sender – A sender is the source of a message or information.
Encoding – At this point, the sender begins the encoding process, in which one uses words or non-verbal ways to convert the concept into a message.
Message – It is the piece of information that is transmitted through various channels to a receiver.
Communication Channel – A sender selects the medium through which the message is delivered to the receiver.
Barriers – Hindrances such as noise, unclear messages, and other external interferences obstruct the process or communication intention.
Receiver – The other end of the communication channel that received the encoded piece of information.
Decoding – The process of comprehending or deciphering the information received from a sender.
Feedback – The last step of the entire process through which a receiver sends the message that the information is well-received.
The types of communication are as follows:
Written – To communicate a piece of information, one must type, print symbols, numbers, letters, or write. In general, written communication is used to share and spread knowledge in books, blogs, memoranda, and letters. E-mail, circulars, and press releases are the forms of official written communication at the workplace.
Visual – It conveys information through art, photography, sketches, graphs, charts, and drawings. It’s most often used during presentations to create a visual effect and assist with written or verbal messages.
Verbal – This is a means of communicating a message or information that involves the use of speech. Video conferences, phone calls, one-on-one chats, and meetings are all examples of popular means of communication.
Non-verbal communication â€” It is essentially the use of gestures, facial expressions, and body language to communicate information. Kinesics (gesture or eye contact) and Haptics (touching, hugging) are examples of non-verbal communication.
Modes of Communication in Marketing
The modes of communication in marketing are as follows:
Direct Marketing – It entails communicating directly with target clients via phone, mail, or any other kind of technological communication. It allows a business to target a specific group of clients and prospects with a sales message tailored to their needs and attributes. It is beneficial because of its unique aspect of producing measurable results.
Sales Promotion – The extra incentives supplied by a business to expedite the product’s journey from the producer to the consumer are known as sales promotions. Coupons, samples, premiums, and rebates are examples of sales promotion. The primary goal of a sales promotion is to persuade a customer to elicit purchase action or choose a brand over competitors.
Advertising – Advertising is a non-personal, persuasive method of communication. It is aimed at a broad audience and is perceived as the most cost-effective method of reaching out to customers. Advertising aids in the development and maintenance of brand equity. It accomplishes the four goals of informing, persuading, differentiating, and reminding (the customer about the unique aspects).
Public Relations – Public relations is a two-way method of communication that identifies, builds, and maintains mutually beneficial relationships between a brand and customers. Public relations aids in the promotion of a business and the enhancement of a brand’s image. Personal selling – It is the face-to-face interaction between a salesperson and prospective buyers. Personal selling aims to introduce a product to the customer while persuading him to make a purchase decision. It is considered as the most effective technique of communication since it is an interpersonal type of communication that delivers quick feedback.
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