Success depends on getting the message into the market’s collective awareness.Įncoding In the encoding stage, advertisers translates an idea or message into words and illustrations - or symbols. But the same basic sequence applies to marketing communication- so advertisers cannot afford o take this processes for granted. Because we all communicate regularly, we don’t think about these complex processes.

A message that acknowledges and responds to the original message constitute feedback which also affect the encoding of a new message. The person receiving the message must decode it, formulate a new idea, and then encode and send a new message. The communication process begins when one person formulates and encodes an idea as a message and sends it via some medium to another person. The series of events that take place when people share ideas. So to understand how marketers communicate, lets look at how humans communicate. And as we develop, we learn to listen and respond to others’ messages. _Quick Revision of AdvertisingĬOMMUNICATION PROCESS AND ORGANIZATIONAL STRUCTURE OF ADVERTISING AGENCIES The Communication Process From our first cry at birth our survival depends on our ability to inform or persuade others to take some action.

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