Importance Of The Communication Models To Marketers - Case Study Example

The Basic Communications Model and Two Step Communication Model Department Communication Models Introduction Communication must be done in an understandable manner if the intended purpose is to be achieved. Many conflicts in the business world today originate from poor communication. Positive accomplishments results from the aptitude of the involved individuals to relay and articulate their thoughts and opinions effectively. For effective communication to be achieved, the needs of the sender and the receiver must also be met. This paper describes the basic communications model and two step communications model, the importance of the two models to marketers, and the differences between them. The Basic Communications Model According to Hamilton (2010: 4), "Whether you are communicating with one person, a small group, or many people, the same basic process occurs, and the same misunderstandings can arise". The basic communications model illustrates that communication must involve a sender and a receiver (Hamilton, 2010: 4). It is important to note that the communication can be two way, meaning both the sender and the receiver can send and receive information concurrently. For the sender to relay information to the receiver, there must be stimulus and motivation (Hamilton, 2010: 4). In terms of stimulus, thought process must be spurred for an individual to have the urge to share information. The sender must also be motivated to share the information. It is not uncommon to find people reluctant to engage themselves in discussions regardless of their familiarity with the subject under discussion. This happens due to lack of motivation to share their opinions or ideas. For instance, if sharing ideas will result to a promotion in the workplace, then people will be motivated to communicate. Basic communication also involves encoding and decoding of information. Encoding denotes "The process of putting a message into the form in which it will be communicated" (Hamilton, 2010: 5) while decoding refers to "The process the receiver goes through in trying to interpret the meaning of a message" (Hamilton, 2010: 5). For example, encoding involves the sender deciding the kind and nature of expressions to use, tone, and illustrations to aid the receiver comprehend the message. In relation to decoding, the receiver may reflect on the gravity and impact of the message. The basic communication model also considers the background and knowledge of both the sender and receiver, referred by Hamilton (2010: 6) as the frame of reference. Factors such as ethnicity, cultural ideals, mind-sets, and individual qualities may affect encoding and decoding of the message. The message must also be sent through a channel or medium such as Email or radio (Hamilton, 2010: 6). Feedback, according to Hamilton (2010: 7), is also an important component of the basic communication model and is given by the receiver. The environment is also an important factor as physical noises may either distort the message or affect how the receiver decodes it. The Basic Communications Model: Environment Internal noise Stimulation, motivation Stimulation, motivation Message Encoded Channel Message Decoded Feedback Message Decoded Channel Message Encoded Frame of reference Environment Frame of reference Source: Hamilton (2010: 4) The Two Step Communication Model Smith and Taylor (2004: 77) asserts that the two step communication model was coined in by Katz and Paul Lazarsfeld. Their premise was stimulated by a methodical investigation conducted by Bernard Berelson, Hazel Gaudet and Paul Lazarsfeld in the year 1944 spotlighting on how people made pronouncement and choices in a presidential election (Smith and Taylor, 2004: 4). In their findings, they found that majority of individuals in the society do not get information directly from the media. Instead, they rely on influential members or groups within the community who decode information or messages from the media and then passes it on to the general public. These influential members and groups in the society are denoted by Smith and Taylor (2004: 77) as opinion leaders. The Two Step Communication Model: Source: Smith and Taylor (2004: 77) Importance of the two models to marketers To a marketer, explication of how messages are sent from the sender to the receiver is imperative. The basic communication model lays out all fundamental steps of communication thus presents all factors that can have an impact how message involving a product is relayed and how it is received. Opinion leaders and opinion formers, as explicated by Smith and Taylor (2004: 77) guides and counsels other members of the society regarding a particular issue. Understanding the role played by these influential individual and groups can be helpful for the marketer as he is able to identify initial targets. This is attributed to the fact that opinion formers are sociable and outgoing since they enjoy a higher social standing, and their views in regard to a product are important (Smith and Taylor, 2004: 77). Comprehension of other factors that can impact encoding and decoding of messages particularly culture and personal ideal can help a marketer align his or her message with the needs of the society or target group, and also prevent miscommunications. Differences between the two models One of the major differences between the basic communication models and two step communication model relates to how the message is relayed to the receiver. In the basic communication model, both the sender and the receiver may send and receive information at the same time (Hamilton, 2010: 4). In other words, it may be difficult to distinguish the sender and the receiver since communication is two-way. In a two step communication model on the other hand, the word from the opinion leader or opinion former is final. This means that what the opinion leader or former articulates shapes peoples choices or decisions without much discussion. In a nutshell, effective communication depends on how information is relayed as well as the medium of communication. These can influence how the message is encoded and decoded. For communication to be achieved, there must be a sender, receiver, and the message itself. References Hamilton, C. (2010) Communicating for Results: A Guide for Business and the Professions. 9th ed. Boston: Wadsworth. Smith, P.R, and Taylor, J. (2004) Marketing Communications: An Integrated Approach, London: Kogan Page. Read More