A Model of the communication process

The common
 A View of the Communication Process

Message
Sender Encoding Decoding
Media

Noise

Feedback Response Receiver

 A View of the Communication Process

Sender
 The communication process begins
when the source selects words,
symbols, pictures and the like to
represent the message that will be
delivered to the receiver
 The party who has ideas want to send
the to another party

Hổ Vằn: Energy drink – What ideas does the sender want to send to the receivers?
 A View of the Communication Process

 Encoding: The process of putting

Sender Encoding
thought into symbolic form

What requirements does the encoding activites need to meet?

What the video Hổ Vằn

What symbolics are used to encode idea?

 A View of the Communication Process

 Encoding: The process of putting

Sender Encoding
thought into symbolic form

The sender’s goal is to encode the message in such a way that it

will be understood by the reciever
 A View of the Communication Process

Message
Sender Encoding
Media

 Message: The set of symbols that the sender transmits

 Media: The communication channels through which the message
movers from the sender to the receiver
 A View of the Communication Process

Message  Message: The set of symbols that the

Sender Encoding sender transmits
Media  Media: The communication channels
through which the message movers from the
sender to the receiver

Message

 A message that contains the information or meaning the source hopes to convey
 The message may be verbal or nonverbal, oral or written, or symbolic
 Messages must be put into a transmittable form that is appropriate for the
channel of communication being used
 • Product
• Design & Style

• Colour

• Environment
• Music
• Physical evidence
 A View of the Communication Process
 Message: The set of symbols that the
Message sender transmits
Sender Encoding  Media: The communication channels
Media
through which the message movers from the
sender to the receiver
Media/ Channel
 Is the method by which communication travels from the source or sender to
the receiver
 Channels of communication are of two types: Nonpersonal and Personal
 Nonpersonal channels:
• Those that carry a message without direct, interpersonal contact between
the sender and receiver
Please, list some non-personal channels?
 A View of the Communication Process

Message  Message: The set of symbols that the

Sender Encoding sender transmits
Media  Media: The communication channels
through which the message movers from the
sender to the receiver
Media/ Channel
 Is the method by which communication travels from the source or sender to the receiver
 Channels of communication are of two types: Nonpersonal and Personal
 Nonpersonal channels:
• Those that carry a message without direct, interpersonal contact between the
sender and receiver
• Print media: newspaper, magazines, billboards…
• Broadcast media: radio and television
 A View of the Communication Process

Message  Message: The set of symbols that the

Sender Encoding sender transmits
Media  Media: The communication channels
through which the message movers from the
sender to the receiver
Media/ Channel
 Is the method by which communication travels from the source or sender to the
receiver
 Channels of communication are of two types: Nonpersonal and Personal
 Personal channels:
• Channels through which two or more people communicate directly with each
other, including face to face, on the phone, via mail or e-mail, or even through
an internet
Non-personal
VS
Personal
 A View of the Communication Process

Message
Sender Encoding
Media

 Work in group: 30 mins

• What is the message Ecopark brand wants to send to audience?
• What media/channels does Ecopark transmit their messages to
audience?

Ecopark Video
 A View of the Communication Process

Message
Sender Encoding Decoding
Media

 The process by which:

• The receiver assigns meaning to the symbols encoded by the sender
• Sender’s message back into receivers’ thought
 This process is heavily influenced by the receiver’s frame of reference
or field of experience, which refers to the experiences, perceptions,
attitudes, and values he or she brings to the communication situation
A View of the Communication Process
 A View of the Communication Process

Message
Sender Encoding Decoding
Media
 The message decoding process of the receiver must match the
encoding of the sender
 The receiver understands and correctly interprets what the source
is trying to communicate
The more knowledge the sender has about
How to encode and decode the receivers, the better the sender can
understand their needs, empathize with
effectively?
them, and communicate effectively
 A View of the Communication Process
Message
Sender Encoding Decoding
Media

 Receiver: The party receiving the message sent

by another party

Receiver
 A View of the Communication Process

Sender Message Decoding

Encoding
Media
 The reaction of the receiver after being exposed to the message
 Range from non-observable actions to immediate action - such as
from storing information in memory to click through an online ad to
go to a marketer’s landing page, order product advertised on TV,
E-Commerce…

Feedback Response Receiver

 A View of the Communication Process

Sender Message Decoding

Encoding
Media
 The reaction of the receiver after being exposed to the message
 Range from non-observable actions to immediate action - such as
from storing information in memory to click through an online ad to
go to a marketer’s landing page, order product advertised on TV,
E-Commerce…

Feedback Response Receiver

 A View of the Communication Process

Sender Message Decoding

Encoding
Media

 The part of the receiver’s response communicated back to the

sender
 Let’s the sender monitor how the intended message is being
decoded and received.

Feedback Response Receiver

 A View of the Communication Process

Sender Message Decoding

Encoding
Media

 The unplanned static or distortion during

the communication process, which results
Noise in the receiver getting a different
message than the one the sender sent –
the consumer is distracted while watching
the commercial and misses its key points

Feedback Response Receiver

 A View of the Communication Process

Sender Message Decoding

Encoding
Media
 Sender: Errors or problems that occur in the
encoding of the message
 Receiver: Receiver’s distraction, …
Noise
 Fields of experience of the sender and receiver
don’t overlap; lack of common ground…
 Other: problem occurs in the signal transmission…

Feedback Response Receiver

 A View of the Communication Process

Sender Message Decoding

Encoding
Media

 Implications:
• Understand the receivers: behavior, perceptions…
• Define the right message and media – suitable with receivers

Feedback Response Receiver

Marketing and IMC

Definition and role of IMC

Communication Process Model

Customer's perception model

IMC tools
Choose a communication campain and
describe their encoding activity and
message they want to send to receiver
Consumer’s Perception process

Marketing Sensory Perceptive

stimuli (IMC) screening screening Retention Memory

• Advertising • View • Perception Yes • Information

• Sales promotion • Hearing • Personality • Image
• PR • Taste • Belief • Emotion
• Direct marketing • Smell • Attitude
• Packaging • Touch • Motivation
….. •… No

Response

Exposure Information processing Internalization and change

IMC impact models

(Levis1898)
Levis 1898
Common limitations of traditional models
“Influence and convince the customer”

One way
Marketing efforts

Purchase
Awareness Knowledge Preference Conviction Behavior

Linear
Contemporary communication context

Competitiors

Agencies Media  Sales force

Product and Service

Customer/
Business
Publics

Messages and incentives

Competitors

Word of mouth New media Schultz, 2015

Challenges to brand building
• Organizations no longer have full control over their brand narrative
• The conversation around brands is much more participatory. 
•  Customers shape the brand’s perception and positioning via word of
mouth, advocacy, user-generated content and reviews.
• Customer experiences the brand across a growing matrix of touch-
points.
• A shift from top-down brand building to a bottom-up ‘modular’ brand
building approach
• Focused on ‘always on’ brand experiences and open communication
lines with consumers.
Definition and role of IMC

IMC Process Model

IMC tools
Components
3. IMC tools

✓ Master Plan

✓ Different target audience

✓Variety of Promotion Tools

✓ Various types of
messages
✓ On various types of
media
Major marketing communications tools
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor.

Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.

Public relations involves building good relations with the company’s various publics by obtaining
favorable publicity, building up a good corporate image, and handling or heading off unfavorable
rumors, stories, and events.

Personal selling is the personal interaction by the firm’s sales force for the purpose of engaging
customers, making sales, and building customer relationships.

Direct and digital marketing involves engaging directly with carefully targeted individual consumers and
customer communities to both obtain an immediate response and build lasting customer relationships.
• Ads: paid, target to customer, focus more on promoting a product or
service than on building a reputation.
advertisement, the company will decide how the advertisement will
look, what it will say, where it will be placed, and when it will run. They
depend on how much the company pay

• PR: raise awareness abt brand name, make more trust build large
network w customer and employees, suppliers, publics, influencers,
 Sale
Buzz promotions
POP

Packaging
Advertising
Event
Direct
marketing
Public
relations
Internet
Personal /interactive
selling
Integration at 3 levels

IMC

Marketing mix

Business activities
IMC Management Focus

Publics

Budget, BRANDS
Mesage/
KPIs tool

MEDIA
(channel)