This is also known as the Advertising Communication Model.
The CPM involves six basic steps, three for each of the two parties i.e. marketer and marketed. The marketer initiates the process by having the idea in his or her mind, which then gets encoded and transmitted. The marketed as the receiver of the communication, then receives the idea, decodes the message and interprets the idea. This basic model is the same in whichever marketing context it is applied. For example, the marketing manager may have an idea or instruction which will then be encoded into a suitable form for marketing or perhaps given over to an advertising agency for the purpose. An appropriate media mix will then be used to create the advertising campaign to deliver the message to the target audience. Marketers seek to make the communication process as effective as possible so that the intended message gets across and the likelihood of the expected response is maximised. Moreover, this often has to be done in competition with messages from other similar marketers each vying for the same potential customers' attention and positive response. In today's world, this ability to 'cut through the clutter' is a real issue.
In the context of marketing, an understanding of the importance of the elements involved in the CPM is essential as well as how to make it efficient and effective. The reason is that marketing is itself a communication process, and the success of this process directly determines the success of the marketing campaign. The results either way then translate into success or failure for the organisation as a whole. The model allows a breakdown of the whole process so that each element or stage can be analysed in order to improve the process by identifying any weaknesses or obstacles. Organising a systematic procedure for the marketing communication is an effective planning methodology, so it also helps in making the right decisions in respect of budgeting, selecting the target audience, engaging in suitable research, and so on.
Marketing communications entails "the pushing forward of products or services and the turning of the consumer towards the product or service" (Blois, 2001). Meeting these two elements bring the chance of a sale, which is the purpose of the communication. Marketing communication is thus one important element of the marketing mix. As such, it should meet the overall organisational and marketing objectives, be properly organised and support other elements of the marketing mix. The CPM model simply provides the theoretical framework for understanding and analysing the marketing communication.
The New Communication Channels (CC)
Besides the message itself, the medium of communication is also a very important part of the communication process. An appropriate communication channel can determine the success or otherwise of the marketing communication. Examples of communication channels are billboards, brochures, emails (both textural and video), face-to-face meeting, the Internet, letters, mobile telephones, satellite television, telephone conversations, videoconferencing, and VoIP. Of these, email messaging, Internet marketing, mobile messaging, satellite/cable