StudentShare solutions
Triangle menu

The communications process model - Essay Example

Not dowloaded yet

Extract of sample
The communications process model

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 ...Show more

Summary

This paper seeks to explain why it is important for marketers to understand each of the elements in the Communications Process Model (CPM), and to detail the new communications channels that have emerged over the last decade and their impact on the use of the promotion mix…
Author : keyshawn84
The communications process model essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The communications process model"
with a personal 20% discount.
Grab the best paper

Related Essays

Draw and explain the Basic Communications model and Two step Communications model .The essay should include explanation about t
Communication begins as mental images in the mind of a person who looks to convey the ideas in the form of a message to the other people. The person who looks to communicate is called the sender and the person who would receive the message is known as the receiver.
3 pages (750 words) Essay
Marketing Communications
Apart from this, there are stakeholders called consumers who have the power and freedom to choose from thousands of services and product offerings. The objective of marketing communication is to provide a platform where businesses are able to attract and retain all interested parties and stakeholders are made aware of the value of services and goods offered to them (Rossiter and Bellman, 2005).
10 pages (2500 words) Essay
Communications
Having a virtual team has its own set of advantages and disadvantages. For one, through the employment of a virtual team SWC will be harnessing the power of technology in order to minimize the cost of renting out an office space and will facilitate the use of diverse individuals around the globe.
4 pages (1000 words) Essay
Deliberative Nursing Process Model
They also began developing nursing theory as a foundation for nursing practice and education. This endeavor has presented nurses with the motivation to examine nursing's heritage, its goals and the values upon which nursing is based. This paper is intended to highlight the contribution of one of these nursing scholars, Ida Jean Orlando, who presented his theory with the title of "Deliberative Nursing Process Model".
7 pages (1750 words) Essay
MARKETING COMMUNICATIONS
(Chris Fill, Second Edition). Marketing communications can be used to persuade target audiences in a variety of ways. (Waller 1996). Within markets exchanges,
24 pages (6000 words) Essay
Communication Process Model
70). In this scenario, sender is the physician. While sending a message, the message is encoded. Encoding is the process of transmitting the message in a form that understandable by the receiver. In this study, encoding of the message was in written form. Receiver is an
1 pages (250 words) Essay
Business Process Model & Notation (BPMN)
As a result, it improves performance of all members of an organization, as it clearly sets out tasks (Allweyer et al. 9). Additionally, it sets out mechanisms for interactions with individuals and
1 pages (250 words) Essay
You are required to submit an essay of 750 words describing the Basic Communications model and Two step Communications model by the end of week number 6.The essay should include explanation about the two models and the importance of the same to Marketers
For effective communication to be achieved, the needs of the sender and the receiver must also be met. This paper describes the basic communications model and two step communications model, the importance of the two models to marketers,
3 pages (750 words) Essay
Marketing communications
The prime purpose of the essay is to explain marketing communication, two step Communication model and basic Communication model. According to Towne and Adler, communication is described as a process which initiates when one
3 pages (750 words) Essay
REDUCING PROCESS VARIABILITY BY USING DMAIC MODEL:
Six sigma management provides an integrated improvement approach of increasing quality and reducing variation. It focuses on quality and not speed. In this improvement approach, the number of defective products per billion
3 pages (750 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation