Marketing communications Essay Example | Topics and Well Written Essays - 750 words

Marketing communications - Essay Example It initiates as mental imageries such as emotions, pictures, thoughts and ideas. Mental images in formed when one person desires to convey these images with another. The sender is described as a person who wants to communicate. Moreover, these images can be transferred by sender through translation and transpose of these images in to symbols. This process of transposing images that can be understood by receiver is known as encoding. The next level of communication and transmitting message to receiver is done through visual media, printed materials, telephone communication and face-to-face interaction (Fill, 2009, p.64). Additionally, the decoding process occurs; when message is being effectively received by another individual. The effective process of communication occurs, when message is decoded precisely as proposed and envisioned by sender. When feedback are received in the form of changed behaviour and actions, then sources will understand that communication have been sent succes sfully. This entire process of communication is known as basic communication model. In 1948, Hazel Gaudet, Bernard Berelson and Paul Lazarsfeld formulated two-step flow model of communication in the book the People Choice. This communication model is one of the theories of communication that suggests and recommends that mass media outlets have less influence on determining public opinion than that of interpersonal interactions. This model is also known as Multistep Flow Model. The Two Step Flow of Communication Model states that ideas and notions flow from mass media to judgment frontrunners to widespread population. It is believed that opinion formed by most people is primarily based on opinion leaders. These opinion leaders are those who interpret based on their personal views and judgments. Moreover, they are exposed to particular media content. These opinions are infiltrated by opinion leaders with the help of general public