• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Communication in organisations.

Extracts from this document...


Communication is "The transmission of information, ideas, attitudes, or emotion from one person or group to another (or others) primarily through symbols" (Theodorson and Thoedorson, 1969). Communication can take place in a number of forms, including verbal communication, written communication and non-verbal communication. In virtually all types of communication, and certainly marketing communications, the following elements are present: The Sender (source, transmitter) All communication requires that there be a sender from which the communication stems. This could be, for example, a broadcasting authority, the editor of a newspaper or an employer or marketer. The Reciever (audience) The second key element in the communication process is the party or person with which we wish to communicate. Unless and until the intended audience receives the message, there is no possibility of effective communication. In many cases the target audience for marketing communications is the customer or at least the potential customer. However, much marketing communication is also aimed at persons or parties other than the customer. For example, communications may be aimed at others who influence the purchasing process. Similarly, communications may be aimed at 'publics' important to the company, such as shareholders, local communities, and even politicians and governments. ...read more.


A model may make it possible to predict outcomes or the course of events. The Lasswell Formula (1948) The Lasswell Formula (Lasswell 1948) is a convienient and comprehensive way of introducing people to the study of the communication process. This model is a simplified representation of the process and it more or less takes for granted that the communicator has some intention of influencing the receiver and, hence, that communication should be treated mainly as a persuasive process. It assumes that messages always have effects. The model also omits the element of feedback. Marketing communications, are an important tool of marketing for a variety of reasons. It is impossible to sell your products and services if nobody knows of their existence. Similarly, it can be difficult to market a product if customers have little information about your company. Even if the customers are familiar with both product and company, they may still require 'a little persuading' in order to be convinced that they actually need the product. All these are situations where, without effective marketing communication, making a sale is difficult. The process here are those of creating awareness, generating interest, heightening desire, and ultimately creating action in the form of a sale. ...read more.


The receiver decodes the 'information' as a 'message', which in it's turn is transformed at the destination into 'meaning'. If there is correspondence between the two 'meanings' the result is communication. But, as DeFleur said, this correspondence is seldom perfect. The model shows how the source gets it's feedback, which gives the source a possibility of adapting more effectively it's way of communicating to the destination. The model also shows that noise can occur during any part of the communication process. Effective marketing communications, where a message is received and understood in the way they intended it to be involves careful planning. Successful business communications have the ability to transfere and receive information using the most appropriate channel. They eliminate barriers to communication and proceed without prejudice, bias and unsuitable language in line with the needs of the recipient. 'Shared meaning' is more than the successful transmission of words from one party to another, but requires sound mutual understanding of each other, and the active participation of both sender and receiver. An organisation must understand what it's market wants, and a market must understand what an organisation is offering and how that will fulfil their needs and wants. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Information Systems and Communication section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Information Systems and Communication essays

  1. Marked by a teacher

    Information Age

    3 star(s)

    Question 6: What similar services are available that is not available on the Internet? Could these be more appropriate? Source Information If online entertainment service like this wasn't available in the website, we should have been depending on the DECK to watch such videos, get a cd player, hire or buy a tape film and watch it through the player.

  2. Marked by a teacher

    Ecommerce Case Study

    If a company did not keep the customers information safe it my result in the data being lost or hacked resulting in the customers information being used without their knowledge. This will result in a loss of sales for the company as it is unlikely the customer will return after their information has been stolen.

  1. The Impact of Mobile Phones on social Interaction

    of individuals financed their mobile phones through pocket money, 20% financed it through a part time job and 12% financed it through the business of buying/selling mobile phones within their networks. Perhaps even more notably, the research showed that approx.

  2. Barriers to Effective Communication Communication is the process of sending and receiving messages between ...

    can be perceived as ineffective, fiddly and look horrible, causing people not to wear them, and elderly people forgetting to turn the on or turn them up. This problem is also compounded by the lack of technical information expressed in the sort of language that makes it accessible to non-specialists.

  1. Information: G061 - Systems and Communication

    Open file in package A. 2. Save as or export to the package B format (if not possible, format common to A and B) 3. Open or import in package B and save. j) Different users of standard/generic applications software have different needs for that software.

  2. What is Non-verbal (NVC) Communication?

    Non-verbal communication can be highly specific from a cultural point of view. The process of sending and receiving wordless messages by means of facial expression, gaze, gestures, postures, and tones of voice come under non-verbal communication. Also included are grooming habits, body positioning in space, and consumer product design (e.g.

  1. Database Coursework on a Rental System: Design

    All of the non-composite key attributes in the Rental_Staff entity are dependant on Staff ID but not Rental ID. Therefore, a staff entity is created with these attributes and that key. The non-composite key attribute in the Rental_Return entity is dependant on Return ID but not Rental ID, so a Rental entity is created.

  2. Data Processing Task. Mr Peters, the man who runs this particular Samsung store ...

    The other copy of the receipt is given to the customer. * Eventually over time with all these receipts building up there will be a lack of space in the office and in the filing cabinets and therefore some of them have to be thrown out.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work