Communication in organisations.

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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.

The Channel (media or medium)

A channel is something through which we communicate. There are many types of channel of communication and these various types are very important to the marketer in planning marketing communications.

Encoding

In order to transmit and share messages and information, the sender must translate the message or information by means of a variety of signs and symbols appropriate for both the channel and the receiver. This process is known as encoding. It is important that the sender should use signs and symbols the receiver can interpret and understand. For example, the marketing communicator must not use words or symbols that make no sense or perhaps, even worse, can be misinterpreted by the receiver. So, for example, if the marketer was promoting a new product such as a waterproofing agent to households, it might not be a good idea to use the technical terms for the chemicals in the product, as most consumers would probably not understand them. Similarly, the marketer should use signs and symbols the customer can relate to: advertising messages for teenagers, for instance, might be very difficult to those we would use for the more mature end of the market.

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Decoding

Obviously, if there is a encoding process in communication, there must be a decoding process at the reciever’s end of the process. Many of the comments with regard to the approprite signs and language to use made about encoding apply here. In the decoding process, the target audience tries to interpret and make sense of the messages that are being conveyed. Very often in the decoding process, the intended message can become changed or distorted. The receivers will have their own perceptions and beliefs, which can cause changes and distortions.

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