Chapter 11

Question 1

Define Communication

Answer 1

Communication is defined as a process whereby participants, collectively, create meaning through the exchange of symbols.

Question 2

This definition emphasises four major points:

Answer 2

1. communication as a transaction
2. people (participants) working collectively
3. creation of meaning
4. an exchange of symbols.

Question 3

Communication as a transaction;

Answer 3

A transaction involves two or more people that engage in creating meaning.

Question 4

People (participants) working collectively;

Answer 4

This emphasises the importance of the participants working together.

The advertisement draws your (the consumer’s) attention and your attention is demonstrated by your action to purchase the product.

The participants develop mutual expectations and this results in both parties being influenced.

Question 5

Creation of meaning;

Answer 5

Words have no meaning in themselves; their meanings are created through the values, norms and culture of society.

This means that in different cultures and countries words carry different connotations.

Question 6

Exchange of symbols.

Answer 6

The exchange of symbols enables people to create meaning.

Such symbols may be in verbal, non-verbal or graphic form.

Verbal symbols

• Are words that are said or written

Non-verbal symbols

• Include body language that takes the form of a gesture or facial expression.

Graphic symbols

• Can be pictures, icons or diagrams.

Question 7

Communication is a process and, in order to understand how this process flows, you need to understand the following elements of the process:

Answer 7

• Sender. • Message. • Receiver. • Feedback. • Medium. • Context. • Noise. • Code.

Question 8

• Sender.

Answer 8

This refers to the person who is conveying the message;

• let us use Unilever as an example. When Unilever advertises a Magnum ice cream it is the sender as it is communicating its product.

Question 9

• Message.

Answer 9

The message it that which is being conveyed.

• Unilever’s message might focus on the “use” of the product. For example, the product could be used by health- conscious consumers for children’s parties, since it is low in carbohydrates and is sugar and lactose free.

Question 10

• Receiver.

Answer 10

This refers to the target consumers at whom the message is aimed, that is, the people to whom the message is being conveyed.

• In this case, the receiver would refer to the children, parents and party planners.

Question 11

• Feedback.

Answer 11

This is the response from the target market, and refers to how the message was received.

• The target market may respond by purchasing the product or inquiring about the price from the manufacturer (Unilever) or intermediaries (retail stores that carry the product).

Question 12

• Medium.

Answer 12

The message is sent through different media vehicles:

print media:

• magazines or newspapers

broadcast media:

• television and radio.

new media vehicles:

• internet, multimedia message service (MMS), smart cards and interactive TV.

Question 13

• Context.

Answer 13

The context is the situation or setting within which communication takes place.

Question 14

• Noise.

Answer 14

During communication there may be forces that interfere with the communication process.

The main interference is usually noise.

Physical noise

• refers to, for example, background noise, such as people talking loudly, and

Psychological noise

• refers to the distracting thoughts one may have while listening to the message.

Question 15

• Code

Answer 15

Code can be in the form of words, images, sounds or symbols and is used to communicate the message.

• For example, the advertisements for and the packaging of Magnum ice cream use the word “Magnum” and an image of the Ola logo.

Question 16

Marketing Communication Mix

Answer 16

1. Advertising.
2. Publicity. 
3. Sales promotion.
4. Sponsorship.
5. New media marketing (e-communications).
6. Public relations.
7. Direct marketing.
8. Personal selling.

Question 17

• Personal selling.

Answer 17

The seller and the buyer communicate on a one-on-one basis.

This is a personal and paid-for form of communication.

The seller identifies the consumer’s needs, as the objective is to meet these needs.

• The sales personnel of Old Mutual, for example, would go to their target market’s workplaces to establish their consumers’ specific needs and subsequently assist them by customising their life assurance needs as far as possible.

Question 18

• Direct marketing.

Answer 18

This is a two-way form of communication between the marketer and consumers.

Marketers customise an advertisement and ask their target audience to respond via SMSs or a direct call line within a certain time period.

• One example is a Glomail vacuum cleaner advertisement, where the audience is given 30 minutes to take advantage of a special offer.

Question 19

• Public relations.

Answer 19

The aim of public relations (PR) is to influence the opinion of the public or the society within which the company operates.

PR is responsible for conveying news of developments and happenings in their clients’ companies.

The public tend to perceive messages conveyed via this channel as credible as it is not a paid-for form

Question 20

• New media marketing (e-communications). .

Answer 20

This form of communication has come about as a result of advanced technology.

Such communication technologies include the internet, the world wide web (www), MMS, iTV, touch screens, cyber marketing and smart cards.

Question 21

• Sponsorship.

Answer 21

This is one of the oldest forms of communication as it dates back to the late 1800s and early 1900s.

The sponsor provides resources to the sponsored company or brand for developing its communication strategy and, in return, gets certain sponsorship rights.

• One example is Telkom’s sponsorship of the PSL Charity Cup, during which they clearly communicate their brand by explicitly stating “official sponsor of the Charity Cup”.

Question 22

• Sales promotion.

Answer 22

This is aimed at improving the declining sales of products that are in the mature stage of their life cycle.

This form of communication has short-term objectives.

• Let us take Edgars as an example: they discounted an old range of Reebok sneakers as their sales were low and this action enabled them to stock the latest range of Reebok sneakers.

Question 23

• Publicity.

Answer 23

This is a form of communication that focuses on company matters and activities.

There are two types of publicity:

Marketing publicity,

• which focuses on persuading consumers to purchase a product;

Public relations publicity,

• which is concerned with convincing consumers that a social responsibility project is worthy. An example is the “take a girl child to work day” project, which is a Cell C initiative.

Question 24

Advertising.

Answer 24

This is a paid form of communication using media vehicles, such as magazines or television, depending on the company’s marketing budget and the image of the product the company wants consumers to perceive.

This form of communication has the advantage that the communicator is able to control what is communicated to the target audience.

• A company such as Nestlé would advertise both on TV and in magazines such as True Love.

Question 25

Persuasion

Answer 25

Persuasion is another form of communication;

it is audience based and could influence consumers with differing opinions, as well as those who are neutral

Since it is an intentional strategy that includes verbal and non-verbal communication.

Persuasion is an attempt to convince others using the persuader’s credibility, logical arguments, appeal and representation.

Persuasion uses media as a tool (vehicle) to communicate.

The media used to persuade the target audience include, for example, TV, radio, newspapers and the internet.

The communication carried by these media is intended to result in behavioural changes, which may be internal or external.

• Internal behaviour refers to consumer values, attitudes and beliefs
• External behaviour is visible behaviour.

The credibility of the persuader is important and a source of trust.

The persuader needs to consider both his or her audience’s culture and the context of the message.

Question 26

Five elements of persuasion:

Answer 26

1. • Intent.
2. • Coercion.
3. • Context.
4. • Plurality.
5. • Media.

Question 27

• Intent.

Answer 27

This means that what is communicated is intentional, although there may be situations where this element of persuasion is accidental.

Question 28

• Coercion.

Answer 28

This is to ensure compliance where behaviour is changed.

Question 29

• Context.

Answer 29

Changed behaviour may be confined to a limited context.

Question 30

• Plurality.

Answer 30

This refers to persuasion aimed at more than one person.

Question 31

• Media.

Answer 31

There are different forms of media that can be used as vehicles for communication.