Advertising as Communication
Advertising is an important P ( also called Promotion ). Advertising is a message and media used to communicate with the consumer. It involves sharing an idea, information, and concepts with media by the sender to the receiver about the products and services.
In other words, the different media either directly or indirectly that the company chooses to exchange information about their goods and services to the customers is termed as Advertising as Communication.
1.) Sender
The sender is called the source of the message or information. He is the encoder who sends the message. The sender may be an individual, group, or organization. There is a number of things that the sender has to think before sending any message, who will be there target customer or receiver, what will be the effective media that will fulfill his purpose of the message.
2.) Encoding
It is the process of converting sender thoughts into communication. The encoder uses a ‘medium’ to send the message — Print media, Internet, outdoor media, etc. Encoding must be done as per the understanding level of the receiver that he interprets the advertising message in the same manner as the sender wants it. While encoder encoding the message one thing he has to keep in mind that there is no noise interference between the flow of communication.
3.) Message
The message is the idea, information, and concepts that the sender wants to send to his receiver about his product and service. It must be assured that the main purpose of the message is clear. It is the core of all the communication process. All the other processes help to convey the message. If there is no message there will be no sender or receiver.
4.) Media
Media is a means used to exchange the message. The sender must pick a suitable medium for communicating the message. If the media selection goes wrong then all the efforts go wasted.
The selection of a suitable medium of communication is essential for making the message effective and correctly interpreted by the receiver.
5.) Decoding
Decoding is the process in which the receiver of message turn communication into thoughts. For example, you may realize you’re hungry and suddenly you receive a message from online fast food. Hungry, Get 50% off on your pizza order now. As you receive the message, you decode this communication and turn it back into thoughts to make meaning.
6.) Receiver
A recipient is a person for whom the message is made or it is the target customer. The degree to which the receiver decodes or understands the message is dependent upon various factors like knowledge of the recipient, their responsiveness to the message, and the faith of encoder and decoder.
7.) Noise
Noise is anything that distracts or diverts you from the message. It can be caused by too many reasons. For example, a print advertisement has multiple images or too much text. It will make it harder to recognize what you are trying to communicate. Second, Noise can also be created when your message is similar to your competitors. If your receiver can not differentiate between products, they are not going to buy your product.
8.) Feedback
Feedback is the main part of the communication process as it allows the sender to analyze the efficiency of the message. It assists the sender in confirming the correct analysis of the message by the receiver. Feedback may be verbal or non-verbal ( facial expressions, gestures, posture, etc. It may take written form of memos, reports, etc.
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