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Unit 10: Integrated Marketing Communications

7. Personal selling is more suited for …………………… products. Notes
(a) High involvement (b) Low involvement
(c) Inexpensive (d) Non-durable
8. The word ‘communication’ comes from a Latin word that means:

(a) To speak (b) Common
(c) Interact (d) Be-friend

10.3 Communication Process

The Figure 10.2 shows a communication model with nine elements and the marketer needs to
understand these fundamental elements for effective communication. Two parties in a
communication process are sender and receiver; message and media are communication tools,
whereas major communication functions are: encoding, decoding, response and feedback.
Figure 10.2: A basic Model of Communication

10.3.1 Elements of the Communication Process

1. Source or sender or communicator
2. Encoding (putting the thought or idea in symbolic form)

3. Message (the set of symbols for transmission)
4. Media (the path through which the message moves) from Sender to Receiver
5. Decoding (assigning meanings to the symbols transmitted by the sender)
6. Receiver or audience or destination

7. Response (the set of reactions that the receiver has after having been exposed to the
message)
8. Feedback

10.3.2 Communication Process—A Brief Promotional Decisions
Integrated Marketing Communications

The sender’s task is to get his or her message through to the receiver, but the target audience
may not receive the intended message for any of three reasons:
1. Selective attention
2. Selective distortion (people may twist the message to hear what they want to hear. Receivers
have set attitudes; they will hear what fits into their belief system).
3. Selective recall

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