Meaning And Meaning Of Communication

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The word communication is derived from the Latin word communis, which means “common”. Communication can be thought of as the process of establishing a commonness, or oneness, of thought between a message sender, such as an advertiser, and a receiver, such as a consumer. Thus, for communications to occur, there must be a commonness of thought between sender and receiver – not just messages sent from sender to receiver. This implies a sharing relationship between sender and receiver, say, a social media site and a consumer.
Communication can be defined as a two-way process between the sender and the receiver wherein the message is in the form of ideas, thoughts, feelings, opinions. It is transmitted with the intent of creating a shared understanding
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The message itself is a symbolic expression of what the communicator intends to accomplish. Advertisements, sales promotions, package designs, social media postings, and point of purchase signs are examples of forms of marketing and communication messages.
Encoding: In this step, the Sender encodes the message into a form that the Receiver is most likely to understand. Encoding is the process of sequencing of characters (may be in the form of letters, numbers, special characters, and certain symbols) into a specific format for efficient transmission or storage of the message. For example; use of common language for communicating the message to the receiver.
Medium: The Sender now selects the most suitable medium or channel of conveying the message to the receiver. The medium may be spoken, written or body language. The message channel is the path through which the message moves from source to receiver. Television, radio, newspapers, magazines, the internet, billboards, T-shirts, packages, point of purchase displaces, signs painted on automobiles, and advertisements at movie theatres are just some of the more notable channels for delivering brand message. Messages also are transmitted to customers directly via salespeople and indirectly via word of mouth communication from friends and family
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The receiver is one or a group of people (target audience) with whom the source attempts to share ideas. In marketing communications, receivers are the prospective and present customers of an organisation’s product or service.
Decoding: Decoding involves activities undertaken by receivers to interpret or derive meaning from marketing messages. The Receiver decodes the sender’s message by converting it into meaningful information or understanding.
Feedback: The final step is when the receiver responds to the sender’s message through a feedback that confirms understanding or conveys the need for clarification or more information. Feedback allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objectives. It allows source to determine whether the original message hit the target accurately or whether it needs to be altered. Using research based feedback from their markets, management can re-examine and often correct ineffective or misdirected marketing and communication
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