10. Marketing communication process Source ( Marketer) Encoding (advertising agency/sales person/ marketer Transmission Mass media/ Sales people/ stores Decoding consumer FEEDBACK Action (direct Feedback) Indirect feedback
11. source encoding transmission Decoding Define objectives Develop Message- Communicate benefits Transmit message to consumers Exposure Perception And Interpretation Of message Poor Product concept Message unrelated Failure to Reach Target audience Lack of Credibility/ Advertising wear out Marketing communication process Implementation of comm. process Barriers to communication