200086 Lecture Notes - Lecture 18: Marketing Communications

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Communication process involves elements like sender, receiver, encoding, decoding, channel/ media, voice and feedback. The different elements of communication are as under: sender: He is the person who sends his ideas to another person. For example, if a manager wants to inform his subordinates about the introduction of a new product, he is the sender: message: The idea, feeling, suggestion, guidelines, orders or any content which is intended to be communicated is message. For example, message is the introduction of new product: encoding: It is the process of converting the idea, thinking or any other component of message into symbols, words, actions, diagram etc. For example, message is connected in words and actions: media: It is the medium, passage or route through which encoded message is passed by the sender to the receiver. There can be various forms of media-face to face communication, letters, radio, television, e-mail etc.

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