The Communications Process Describes The Interactions Betwee
The Communications Process Describes The Interactions Between A Sender
The communications process describes the interactions between a sender and a receiver of a message. Watch the video "The Communications Process and IMC." Visit YouTube and find and watch a TV commercial for McDonald's. Post the link to the commercial in your discussion. Analyze the commercial using the communications model. Who are the sender and receiver of the commercial? Why are marketers at McDonald's concerned about the encoding and decoding of the commercial? What is the central message of the commercial? How do receivers provide feedback to the sender? In replies to peers, discuss whether you agree or disagree with their analysis of the commercial and explain why. SUBMIT DQ RESPONSE AS
Paper For Above instruction
The communication process is a fundamental concept in marketing, illustrating how messages are conveyed from a sender to a receiver and how feedback influences this exchange. To understand this process in a real-world context, an analysis of a McDonald's TV commercial through the lens of the communications model provides valuable insights into effective marketing communication strategies. In this paper, I will first identify the sender and receiver of a selected commercial, discuss the importance of encoding and decoding, examine the central message, and analyze how feedback is transmitted.
Identifying the Sender and Receiver
The sender of a commercial is typically the organization or individual who creates and disseminates the message, in this case, McDonald's. Their goal is to promote a new product, special offer, or reinforce brand awareness. The receiver, on the other hand, is the target audience—potential or current customers who watch the commercial. For example, the recent McDonald's "I'm Lovin' It" campaign features various demographics, including families and young adults, making them the intended receivers of this message.
Encoding and Decoding in Marketing
Encoding involves the process by which marketers craft the message in a manner that resonates with the target audience. This includes selecting suitable visuals, language, and themes that evoke specific associations. Decoding occurs when viewers interpret the message based on their own experiences, perceptions, and cultural background. McDonald's marketers are concerned about encoding and decoding because misinterpretation can lead to message distortion, reducing the effectiveness of their communication. For instance, if a commercial emphasizes health and wellness, but viewers decode it as insincere or disconnected from their needs, the campaign may fail to motivate action.
The Central Message of the Commercial
The core message of the McDonald's commercial often revolves around themes of enjoyment, convenience, and value. For example, a commercial may highlight the delicious taste of a new burger or promote a limited-time discount, emphasizing that McDonald's offers quick, tasty solutions for busy lifestyles. The central message aims to associate the brand with positive emotions and everyday satisfaction, reinforcing brand loyalty and attracting new customers.
Feedback and Its Role in the Communication Process
Receivers provide feedback by engaging with the commercial through actions such as visiting the restaurant, sharing the ad on social media, or discussing it with friends. This feedback loop is crucial as it indicates whether the message resonated with the audience. Marketers analyze these responses—both directly, through surveys and sales data, and indirectly, through social media analytics—to gauge the effectiveness of their campaigns. Feedback helps marketers refine future messages and ensure they align with consumer expectations and preferences.
Discussion of Peer Analyses
When engaging with peers, I find that their interpretation of the commercial's central message or target audience may align or differ based on individual perspectives. For instance, if a peer interprets a McDonald's commercial as solely focused on affordability, I might see the emphasis as also highlighting convenience or emotional appeal. Disagreements may stem from different cultural backgrounds or personal experiences, but analyzing these perspectives enriches understanding of how varied decoding impacts marketing effectiveness.
Conclusion
The interaction between sender and receiver in the communication process is vital for successful marketing campaigns. By understanding the roles of encoding and decoding, as well as the importance of feedback, companies like McDonald's can craft messages that resonate effectively with their target audiences. Continuous analysis and adjustment of communication strategies ensure that the intended message is delivered and received accurately, fostering brand loyalty and customer engagement.
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