The communication process in Marketing

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Communication is the transfer of information, the exchange of ideas between the sender and the receiver. It is a process of interaction between two or more agents of a group, society, etc. that is based on the transmission of a message sent by the sender and received by the receiver, who analyzes and interprets it and decides whether to send a response or feedback.

The effectiveness of a communication process depends on the message, its correct interpretation by the receiver and the environment in which it is transmitted. Images, words and colours have different meanings depending on the audience they are addressed to, and their interpretations may vary from one person to another.

The communication process has several elements through which all mobile name list information can be transmitted. As can be seen in the following graph, the communication process is a cycle that begins with the transmission of the message by the source or sender and ends with the response and feedback from the receiver.

The target audience can refer to individuals, groups, market niches, market segments or the general public. The target audience can be people with specific needs. Another level of target audience can refer to a group, i.e. where the purchase decision is made by several people.

It is preferable to look for customers with similar needs and desires, which represents a segment that can be reached with the same communication strategy. Small, well-defined groups of customers are known as niches, while a segment is a larger group with similar needs.

In the case of mass consumption products, organizations attract many current or potential customers through mass media such as advertising, where the communication flow is unidirectional and feedback is generally indirect and difficult to measure.