BUAD 307





Communication: Encoding and Decoding

PowerPoint Narration

We have previously discussed just how much can go wrong in trying to get a message to potential customers.  At this time, we will examine this idea with a specific model:

Note that there are a number of steps that are needed before the message can reach the potential customer.  Because of limited consumer attention and motivation to process the information presented, there are a number of opportunities for the information to be ignored or misunderstood.  This problem is exacerbated the “noise” that is constantly taking away the customer’s attention—e.g., others talking, thoughts coming up in the customer’s mind, movement by the customer away from the TV or other advertising stimulus.

Marketers could simply state their message in an advertisement.  This, however, would be too boring for many consumers to make the ad worth watching or processing.  Therefore, the message is usually “encoded” into a message that is more interesting and, often, easier to process.  Rather than just saying that Glad trash bags are more durable than selected bargain brands, an ad, for example, shows a man going through the discomfort and mess from a bargain bag that burst.  In order for the ad to be effective, however, the consumer must decode the message to get this point.  If the consumer did not pay attention, for example, he or she might conclude that it was the Glad bag that was the one likely to burst.