HOW DOES MARKETING

COMMUNICATION WORK ???

2 MODELS

• MACROMODEL

• MICROMODEL

MACROMODEL

SENDER RECEIVER

Sender Encoding Media

Decoding

Receiver

Feedback

Response

Message

Noise

Sender’s field of experience

Receiver’s field of experience

EFFECTIVENESS

MACROMODEL OF THE COMMUNICATION PROCESS

Very Important!!

MICROMODEL

CONSUMER’S RESPONSE

MODEL

HIERARCHY OF EFFECTS MODEL