Question

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
(a) Briefly describe the processes of encoding and decoding and (b) provide a reason why a common a frame of reference is important for effective communication in promotion.

Answer 1

(a) The processes of encoding and decoding in communication has six parts: source/sender, encoding, message channel, receiver, decoding and feedback.

Source - It can be an individual or group who intend to communicate an idea to thegiven audience

Encoding - Transforming ideas and thoughts into a message using signs, words, symbols, pictures and sounds

Message Channel - It is referred to a medium that carries a message from source to receiver such as phone call, email, text message, loud-speaker

Reciever - They are the ultimate audience whom the message is sent

Decoding - Receiver's interpretation of the message

Feedback - Response to the message provided by the receiver

b) A common a frame of reference is important for effective promotion because, promotion & advertisements have multiple layers of meaning. The term - "frame of reference" means the way the new product/srvice or idea is percieved by the target audience. This helps the target audience to clearly and concisely develop an understanding about the products/services and their respective merits vis-a-vis the competitor's products/services.The frame of reference makes appeal to a target market's specific ideals, perceptions, beliefs, and attitudes and guide to constructive perception creation.