For effective marketing communication to take place, we must understand the process itself of marketing communication. This means that we need to tick a couple of boxes such as clearly planning what we want to communicate, who we want to communicate with, how we can best communicate to our target audience as well as what we want in response to our communication.
In order to ensure that we engage in effective marketing communication, we need to make sure that the following bases are covered and that we are clearly able to identify these:
- Source – The originating organisation or group for the information being communicated.
- Channel – What method or mode would best express or communicate the message being sent. An example of this would be personal or non-personal methods.
- Message – What is the nature of the information that we want to communicate? Advertising the price of a product is different to asking consumers for their opinion on a product.
- Receivers – This refers to the targeted group or individuals that would best make use of, or respond to, the communication.
- Feedback – This is a measurable response to the message being sent either in the form of sales statistics or individual statements relating to the communication.