The Message
The message itself is a symbolic expression( set of symbols) what the communicator intends to accomplish.
The message channel
The message channel is the path through which the message moves from source to receiver. The receiver is the person or group of people, the target audience with whom the source attempts to share ideas. Decoding involves activities undertaken by receivers to interpret or derive meaning from marketing messages.
Which media is appropriate?
- Written – letter, report, company magazine
- Oral – meeting, face to face or presentation
- Visual – charts, maps or diagrams
- Electronic – email, newsletter, website , social media or phone
- Mass – television, radio or newspapers
Communications Outcome
The target audience experiences or manifests an outcome in response the message received from the brand communicator.
Feedback
This affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing it’s intended objective.
Noise
A message moving through a channel is subject to the influence of distracting stimuli. These stimuli may interfere with or interrupt reception of the message in it’s purest and original form. It can occur at the encoding stage.
For example, the sender may be unclear about what the message is intended to accomplish. A likely result is a poorly focused and perhaps a contradictory message that is neither clear not integrated. Noise can be manifested in physical, emotional , psychological, technological or cultural forms.
Noise can also occur in the message channel – a fuzzy television signal, a customer is bombarded by competitors’ advertisements or a child starts crying during a television commercial.