Advertisement is basically marketing communication. Many a times it is considered both mass and marketing communication.
Process of marketing communication in advertising
Market communication is to design any advertising. The information flow starts from market research and sales reports, where the prospects are interacted through various methods in order to know their needs, opinions, suggestions etc., about the product. Such information is sent to the market manager who is considered as the source. This information is converted into messages and sent to advertising agency to encode them into different media – print or electronic media, for multiplication and mass communication. The target audience receives messages and decodes them for the purpose of interpretation. Through interpretation the target audience becomes consumers of the product. Once the product is consumed, they become the receivers, who again provide feedback.
Fundamental difficulty occurs during encoding and decoding. This may happen because the meanings attached to various words and symbols may differ, depending upon the frame of reference and field of experience.
FOE: Field of Experience
FOR: Field of Reference
Common frame of filed of reference and field of experience.
The overlapping of field of experience and field of reference makes the communication possible. If there is no overlap, communication may be bad or impossible. This will be known thorough market research study. Based on the findings, the market dimensions should be planned.
Participants