Speaking And Listening

Communication is a process of creating meaning between two persons. Communicator 1 - Sender/Receiver - Encoding/Decoding - Speaking, and Communicator 2 - Receiver/Sender - Decoding/Encoding - Listening. Communcator 1's half of the cycle is different from Communicator 2's half because of human uniqueness. Emphasis is given to the receiver as listener but the same applies to any situation (Tubbs and Moss, 1994).

Marketing communications are intentional, transactional and symbolic. Words can be denotative, meaning the same to everyone or connotative, meaning something unique to the individual. It is a mistake to think that others think and believe the same as we do. Creating shared meaning involves researching and applying many elements. Certain elements of grammar such as simile, metaphor and allegory may be used to create meaning.

Meaning is to do with the processing of information into concepts that are relevant to the person's experience and useful knowledge. The most effective messages affect the consumer's thought and belief patterns. Perception synthesises information into a world-view so in a sense it is a construct. It is important to position a product right in the consumer's world view. A certain amount of information is filtered out so the world view is incomplete. The remaining information is used to create a cognitive map. Imagination and experience fill in the gaps.

A company's marketing communications depend on credibility. The message will be successful if it is believed. Credibility can depend on the person's perception of the sender. Celebrity endorsement can create a believable link between the product and the celebrity. Meaning is transfered to the product. If the personality of the product matches the personality of the celebrity synergies can be created. People can share in something they like. The likeability of a marketing communication can be an important indicator of product success. Successful communications often contain humour and warmth. Actors in commercials can demonstrate how a product is used, can improve lifestyles or fulfil aspirations. Modelling seems to work but there is debate as to how (Pickton and Broderick, 2001).

Effective communications are those that elicit the intended response from the person/s to whom the message was sent. The drowning man waving wildly to be rescued only to see people to wave back is the last thing a marketer wants. Marketing communications must be understood, influence attitudes, improve relationships and be acted on (Tubbs and Moss, 1994).