Marketing Communication Models

1. Marketing
Communication
Models
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2. Communication
“Communication is sum of all things
which a person does when he wants
to create an understanding in the
mind of another.”
Louis A. Allen
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3. Objectives of Marketing
Communication
• To inform the target audience
• To remind
• To build brand preference
• To overcome dissonance
• To create demand
• To face competition
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4. Process
Sender Encoding
of message
Media
Receiver Decoding
of message
Who Says Through To Whom How
Feedb
ack
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5. Factors affecting
Communication Process
• Nature of target audience
– Level of Knowledge
– Number of target audience
– Age of customers
• Nature of product
• Available finance
• Competing units
• Objective of communication
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6. Steps in effective
Communication
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7. Steps in effective
Communication
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8. Message
• What to say? (message content)
• How to say? (message format)
• Who should say it? (message source)
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9. Message Source
• Source credibility
• Source attractiveness
• Cost of source
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10. Shannon Weaver model
Nois
e
Signal
received
Feedback
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Message
encoded
Message
decoded
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11. Murphy model
Context
Idea/
reference
Sender
(encoder)
Receiver
(decoder)
Feedback
Message
Medium
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12. Receiver
Thill & Bovee model
Idea/
Sende
r
Message
Feedback
Transmission of
message
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13. Berlo’s Model of Communication
Feedback
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14. Lesikar, Petitt & Flatley model
Response by Kevin
and communication
cycle is complete
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15. Becker’s model of
Communication
Source
Receiver
Message
bits
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16. Wilbur Schram model of
communication
ResponseNoiseFeedback
Sender field of
experience &
frame of mind
Receiver’s field of
experience &
frame of mind
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