Marketing Communications (MARCOM) Process

The Communications Process Models

Marketers should understand the principal elements of effective communications. A macro-model and a micro-model are two useful models in here.

• Macro-model of The Communication Process

The below figure demonstrates a macro-model with nine key contributors in an effective communication. Two represent the major parties— sender and receiver. Two represent the major tools—message and media. Four represent major communication functions—encoding, decoding, response, and feedback. The last factor in the system is noise, random and competing messages which may interfere with the intended communication.

Senders must know what audiences they want to reach and what responses they want to get. They must encode their messages in a way that the target audience can decode them. They must transfer the message through media that reach the target audience and develop feedback channels to monitor the responses. The more the sender’s field of experience be as same as that of the receiver, the more effective the message is likely to be.