The communication process is not always smooth and simple.
Written communication may be used to convey messages to a small group of people whereas oral or verbal communication means can be chosen to convey messages to a large group of people.The medium may include verbal channels like telephone or a word-of-mouth communication or a non-verbal communication such as e-mail or text messages.Medium is the means by which a message is transmitted to the receiver.Media refers to the various channels or a medium that is used or to be used to convey your message.The message can be conveyed to the receiver in some ways, like humour or fear. The sender must ensure that the message conveyed must be clear and specific.It is a key that triggers the recipient, to respond to the sender.Message refers to the content, idea, thought, feeling or the opinion that the sender wants to convey to the receiver.Senders must also develop channels for feedback.The sender must encode the message in a form that can be understood and then transmit it to the receiver.The source must transmit the message through efficient media that reach the target audience.The source or the sender develops ideas, encodes and transfers them to the receiver.
The person who initiates the communication process is normally referred to as the source.A source is an origin or the point at which the message originates in an advertising communication system. Advertising communication process begins with the sender, who is also called the communicator or the source.The communication process in advertising involves sending or passing on a message from the source or the sender to the receiver or the audience through a channel. They must be skilled enough to encode the messages and consider how the audience usually decodes the message. The sender must be aware of his target audience and the kind of responses he wants.
The model explains the key factors in an effective advertising communication process. Corporate reports including public affair messages in the press release and other media statements and annual reports.Something that attracts the attention of the public in a way to promote directly or indirectly a product or a service.Any material published using any medium or activity undertaken by or on behalf of the advertiser over which the advertiser has minimal control.This kind of communication is called word-of-mouth communication, which involves social interactions between two or more people. A receiver might sometimes become the source of information by communicating the message to family and friends. If the flow of information is obstructed or hindered for some reason, the communication process fails.Īdvertising communication can be defined as a perception process of the source, a message, a communication channel, and a receiver. For the communication to triumph, both the parties must be able to exchange and understand the information. The actual presentation of a particular message in some medium is called advertisement.Ĭommunication process refers to the interchange of information between two or more people. Advertisements are communicated through various mass media, such as newspapers, magazines, television, radio, and the internet. Advertisers are mostly businesses looking for the promotion of their goods. Advertising is an audio-visual form of marketing that engages an open, non-personal message to promote a product or a service.