Communication process - Promotion, Principles of Marketing Video Lecture | Principles of Marketing - B Com

well we're going to talk about how the
communication process works here the
communication process is extremely vital
in terms of increasing your
effectiveness in communicating and what
we find is if you have an understanding
of the different stages of the process
and the different parties involved
you will help increase the extent to
which you communicate more effectively
now the communication process starts
with in this case the sender the sender
is the person that is going to be
transmitting a particular message and
usually if we're going to communicate
something we have to decide what it is
that we're going to communicate but not
only what we also have to determine how
we're going to communicate that the
means through which we're going to
actually communicate the message this
includes everything from face-to-face or
verbal communication this includes email
or text and a variety of other mediums
written communication obviously would
fall into this category and so the
sender what they do is they're in charge
of what's called encoding a particular
message and encoding is not only
determining what it is that you're going
to say but how it is that you're going
to communicate it including that
nonverbal communication piece right
things like body language and the tone
of our voice the pace of our voice
whether or not we make I camp contact
all factors in to how we send a
particular message now the goal here for
the sender or at least it should be is
to communicate something as accurately
as possible and what that means is you
have to take into account the knowledge
and the education and the background of
the receiver of that message because if
you communicate in a way that cannot be
understood then you're really just
wasting your time it's not very
effective the intent here is to be
understood and so obviously we have the
message here and that is what is encoded
that message gets sense of course to the
receiver depending upon what medium we
chose to communicate with that will
transmit a number of different ways but
the receiver what they're in charge of
is decoding that message and what
decoding means is they're trying to
understand it they're interpreting that
per
particular message and so they're
listening to what is being said and
they're trying to assess what that is
and engage it for understanding now the
problem and we're you've probably picked
up on is that a lot of times people can
hear the same message and take two
completely different things and that's
because there's a lot of noise that gets
involved in the communication process
not only do you have to be aware of the
understanding of the receiver but you
also have to take into account physical
noise like surroundings are there people
involved if you're communicating in a
noisy restaurant there's there's a
physical limitation there where the
actual noise and the restaurant is going
to inhibit the receiver understanding
your message so that would obviously be
in a physical sense but you also have to
take into account the person's mental
state you know are they preoccupied you
can probably think of a time and when
you were involved in a conversation and
you're communicating with somebody but
real not really you're kind of going
through the motions you have your mind
somewhere else you're thinking about
something you're preoccupied and
although you're physically present
mentally you are absent and that
obviously is an obstacle or barrier to
effective communication in addition you
also have issues with education you know
if you're communicating with someone who
is of higher education or less you do
have to take that into account because
if you're sending the message you do
want to make sure that the person can
understand it right if you're going to
communicate to a group of elementary
school students it's probably going to
look different than if you communicate
to a group of college students because
you have to take into account the
knowledge and educational level of the
audience and so from a receiver
standpoint if you're interpreting a
message then that could also be a
deterrent to effective communication
you've probably been involved in in a
high school setting or in a college
classroom and a professor instructor is
you know lecturing on a particular set
of material and you're sitting there not
understanding a word they are saying and
maybe
just maybe that's because the person
communicating isn't doing so with the
actual audience in mind something to
keep into consideration now the other
part here is we're going to move on is
feedback and feedback takes both verbal
and nonverbal communication now when I
say verbal obviously we're talking
auditory things that you're actually
saying nonverbal communication is body
language posture eye contact those
different types of things things that
you're not actually saying but
communicating via your body language and
what we know about communication is
about 70% of the message is communicated
or interpreted via body language meaning
that if you say something to me but your
body language says something else I am
more inclined to go off of what your
body says if there is an inconsistency
between the two but this feedback piece
is very important because for feedback
what happens is is the sender is looking
for some feedback to see whether or not
the receiver actually understood the
material so let me give you an example
when I lecture in the classroom one of
the things I look for when I'm
communicating I don't have my back
obviously turn in the classroom because
I'm looking for feedback right if I am
discussing a particular concept and I
see that eyes are starting to glaze over
and people are yawning and checking
their phones and you know doing other
things I know that maybe what I'm saying
isn't getting the point across and maybe
I should go at it from a different angle
that's an example of feedback so
feedback allows the sender to ensure
whether or not their message is being
understood kind of checking
clarification so to speak now in
addition to being nonverbal it can also
be verbal right obviously in this case
the receiver can transmit a particular
message to the sender indicating whether
or not they understand maybe asking
clarifying questions if something is a
little confusing could be a really good
example so those are all different ways
that the sender or the receiver I'm
sorry can actually transmit feedback to
the sender so just to recap here real
quick this
process obviously we're looking at is
very simplistic involves two parties the
sender and the receiver obviously a lot
of times when we're communicating out in
the real world where there are many
different parties involved and so that
just further complicates things because
you have more physical circumstances to
take into account you have more mental
states to take into account more
educational backgrounds to take into
account of course and that just further
complicates the communication process
but looking at it very simplistically we
know there's a sender and a receiver
there's a message right the sender
encodes the message provides meaning to
it the receiver then decodes trying to
understand that particular message we
know that there are issues involved with
that and then in turn the receiver will
send feedback to the sender or they can
confirm whether or not they understood
that particular message and that is how
the communication process works