ADVERTISING COMMUNICATION PROCESS
The advertising communication process refers to the systematic way messages are
created, transmitted, received, and interpreted by the audience. This process ensures
that promotional messages reach the right target audience effectively.
Advertising Communication Process and Its Elements:
The communication process in advertising includes the following key components:
1. Sender (Advertiser/Brand)
o The company or entity that creates and sends the advertising message.
o Responsible for identifying the target audience and determining the
message content.
o Example: Coca-Cola, Nike, Apple.
2. Encoding (Message Creation)
o The process of converting the intended message into symbols, visuals,
words, and sounds.
o Advertisers use creative techniques to craft a message that resonates
with the audience.
o Example: Using storytelling, humor, emotions, or rational appeals in an
ad.
3. Message (Content of the Advertisement)
o The actual content delivered to the audience.
o It can be in different forms: text, images, videos, jingles, taglines, etc.
The advertising communication process refers to the systematic way messages are
created, transmitted, received, and interpreted by the audience. This process ensures
that promotional messages reach the right target audience effectively.
Advertising Communication Process and Its Elements:
The communication process in advertising includes the following key components:
1. Sender (Advertiser/Brand)
o The company or entity that creates and sends the advertising message.
o Responsible for identifying the target audience and determining the
message content.
o Example: Coca-Cola, Nike, Apple.
2. Encoding (Message Creation)
o The process of converting the intended message into symbols, visuals,
words, and sounds.
o Advertisers use creative techniques to craft a message that resonates
with the audience.
o Example: Using storytelling, humor, emotions, or rational appeals in an
ad.
3. Message (Content of the Advertisement)
o The actual content delivered to the audience.
o It can be in different forms: text, images, videos, jingles, taglines, etc.
