Communication Process in Marketing


Meaning of Communication process in Marketing

Marketing communication is defined as the process used by business to interact and spread information of products and services to the target audience. It means that through, marketers create brand awareness among potential customers and persuade them to purchase.

It is an important element of marketing mix and comprises of all activities used for identification of target audience and development of the well-coordinated promotional program to get the desired response from the targeted people.

Marketing communication is the mechanism through which marketer shares information regarding products and services to the consumers. In marketing, marketer is the source who is willing to promote product and services to the targeted market audience. This process comprises of message consisting of all information to be communicated to market.

It is the important element of marketing activities as it makes people aware of company products and resolves their queries. Communication process may be conducted through verbal media or non-verbal media. This process involves presence of at least two persons that is a sender and receiver. Marketing communication includes sales promotion, public relation, advertising, Direct marketing etc.

The process of marketing communication starts with creation of ideas by sender, who then transfer this message via some channel to receiver and then receives a response from receiver in the form of signal within the given time limit. Process of marketing communication is discussed below:

Communication Process in Marketing


Sender is party or person who initiates the communication process and wants to send message to other party or person. The person develops ideas and thoughts in his mind that he intend to convey to other peoples.


Encoding involves conversion of ideas, thoughts and information into some words and non-verbal methods like signs, symbols, body gestures etc. Before sending the message, it is encoded to ensure its safety and correct interpretation by the receiver. 


Message is the final encoded information that the sender intended to convey to the receiver. It can be verbal or non-verbal, written, oral or symbolic. Message is the one that triggers the receiver’s response.


Medium is the route or path chosen by the sender to deliver its message to the receiver. It is the communication channel through the encoded message reaches to the receiver. The communication channel should be chosen carefully by the sender to make the message effective.

The communication channels are of two types that are personal and non-personal channel. Personal channel involves face to face contact with the target audience and non-personal channel involves the use of electronic and print media.


Receiver is the person to whom the sender intends to send the message. He is the one who receives the message and tries to comprehend it in the best possible manner. The degree to which receiver understand the message depends on his knowledge of subject matter, trust, experience and understanding with the sender. 


Decoding is the process of conversion of encoded message into meaningful form. Here the receiver decodes the sender message and tries to interpret it properly. Communication process is successful if receiver is able to understand the message correctly in the same way in which sender intended.


It is the final and last step in the communication process. It is the crucial step and ensures that the message is well understood by the receiver. It increases the effectiveness of overall communication process. The response or feedback provided by receiver can be verbal or non-verbal.