The other important feature is the feedback cycle. When two people interact, communication is rarely one‐way only. When a person receives a message, she responds to it by giving a reply. The feedback cycle is the same as the sender‐receiver feedback noted in Figure . Otherwise, the sender can't know whether the other parties properly interpreted the message or how they reacted to it. Feedback is especially significant in management because a supervisor has to know how subordinates respond to directives and plans. The manager also needs to know how work is progressing and how employees feel about the general work situation. The critical factor in measuring the effectiveness of communication is common understanding. Understanding exists when all parties involved have a mutual agreement as to not only the information, but also the meaning of the information. Effective communication, therefore, occurs when the intended message of the sender and the interpreted message of the receiver are one and the same. Although this should be the goal in any communication, it is not always achieved. The most efficient communication occurs at a minimum cost in terms of resources expended. Time, in particular, is an important resource in the communication process. For example, it would be virtually impossible for an instructor to take the time to communicate individually with each student in a class about every specific topic covered. Even if it were possible, it would be costly. This is why managers often leave voice mail messages and interact by e‐mail rather than visit their subordinates personally. However, efficient time‐saving communications are not always effective. A low‐cost approach such as an e‐mail note to a distribution list may save time, but it does not always result in everyone getting the same meaning from the message. Without opportunities to ask questions and clarify the message, erroneous interpretations are possible. In addition to a poor choice of communication method, other barriers to effective communication include noise and other physical distractions, language problems, and failure to recognize nonverbal signals. Sometimes communication is effective, but not efficient. A work team leader visiting each team member individually to explain a new change in procedures may guarantee that everyone truly understands the change, but this method may be very costly on the leader's time. A team meeting would be more efficient. In these and other ways, potential tradeoffs between effectiveness and efficiency occur. 6.The process by which the receiver interprets the sender'smessage is called:A.noise.B.frequency.C.decoding.D.a communicationchannel.E.a feedbackloop.Decoding refers to the process by which the receiver interpretsthe sender's message. Accessibility: Keyboard NavigationBloom's: EasyDifficulty: MediumGrewal - Chapter 14 #6Learning Objective: 14-01 Outline the process that firms use to communicate with consumers.Topic: 14-01 The Communication Process7.Any interference that stems from competing messages, a lackof clarity in the message, or a flaw in the medium is called: Get answer to your question and much more Accessibility: Keyboard NavigationBloom's: EasyDifficulty: MediumGrewal - Chapter 14 #7Learning Objective: 14-01 Outline the process that firms use to communicate with consumers. Integrated marketing communications (IMC) Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media—in combination to provide clarity, consistency, and maximum communicative impact. There are three elements in any IMC strategy:
communicating with consumers
How Consumers Perceive Communication
a delayed response to a marketing communication campaign.
Elements of an Integrated Marketing Communication Strategy A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.
the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.
are special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons
is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.
marketing that communicates directly with target customers to generate a response or transaction.
marketing through wireless handheld devices, such as cellular telephones.27Smartphones have become far more than tools to place calls; they offer a kind of mobile computer with the ability to obtain sports scores, weather, music, videos, and text messages, as well as purchase merchandise. Websites Firms have increased their emphasis on communicating with customers through their websites.
blog (weblog) contains periodic posts on a common webpage.
Social media is media content distributed through social interactions PLANNING FOR AND MEASURING IMC SUCCESS After they have established those goals, marketers can set the budget for the campaign and choose marketing metrics they will use to evaluate whether it has achieved its strategic objectives. As with any strategic undertaking, firms need to understand the outcome they hope to achieve before they begin.
Setting and Allocating the IMC Budget
Measuring Success Using Marketing Metrics Traditional Media
Web-Based Media
Planning, Implementing, and Evaluating IMC Programs—An Illustration of Google Advertising
|