Evaluation of the effectiveness of business communications. Evaluation of the effectiveness of communications

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MINISTRY OF EDUCATION AND SCIENCE OF RUSSIA

federal state budgetary educational institution higher professional education

"Chuvash State University named after I.N. Ulyanov"

Faculty of Economics

Department of State and Municipal Administration.

TEST

discipline: Business communications

on the topic: The effectiveness of communication.

Is done by a student

Kamaev M.O.

Checked:

Grigoriev A.V.

Cheboksary 2015

INTRODUCTION

1. Fundamentals of effective communication

1.1 Communications

2. Gestures of impatience

3. Communication channels

4. Principles of effective communication

CONCLUSION

LIST OF USED LITERATURE

INTRODUCTION

It is almost impossible to overestimate the importance of communications in a business environment. If people cannot share information, it is clear that they will not be able to work together, formulate goals and achieve them.

However, communication is a complex process consisting of interdependent steps, each of these steps is necessary in order to make our thoughts understandable to another person.

Each step is a point where, if we are careless and don't think about what we are doing, the meaning can be lost. That is why the techniques that we use in business communication and the ways of effective communication are of great importance.

The object of study of this work is the verbal and non-verbal communication systems. Subject of research: means and techniques of verbal and non-verbal communication systems.

The purpose of this essay: to study the techniques and ways of effective communication with a partner in business communication.

Uncover the basics of effective communication

To reveal the essence of verbal and non-verbal communication systems

List the principles of effective communication.

1. Fundamentals of Effective Communication

Communication (from lat.Communico - I make it common) - in a broad sense - the exchange of information.

Communication is a complex process of interaction between people, which consists in the exchange of information, as well as in the perception and understanding of each other by partners. In principle, communication is characteristic of any living beings, but only at the human level does the process of communication become conscious, connected by verbal and non-verbal acts. The person who transmits information is called the communicator, and the person who receives it is called the recipient.

Lasswell's communication process model includes five elements:

WHO? (transmits a message) - Communicator

WHAT? (transmitted) - Message

AS? (transmitting) - Channel

TO WHOM? (message sent) - Audience

WITH WHAT EFFECT? - Efficiency.

Effective communication is more than just conveying information. In order for communication to be effective, it is important not only to be able to speak, but also to be able to listen, hear and understand what the interlocutor is talking about. Unfortunately, at school we were not taught the art of communication. We were taught how to write and read, but we were not taught how to listen and speak. Everyone develops these abilities on their own, learning from the people who surround us (parents, teachers, peers). The manner of communication that you adopted in childhood may not always be effective.

Each of us, while communicating, can simultaneously learn to communicate, acquire and improve practical skills and abilities in the field of communication. In fact, the first and most main principle effective communication is really trying to be heard by the people who need to get the message across. Pay attention to the effectiveness of your attempts, do not repeat unsuccessful steps and come up with new ways.

Indeed, communication is a two-way activity, where you cannot be understood and heard if the other side does not want or cannot understand you. However, this is not a reason to disclaim responsibility for the result of communication, saying “they don’t understand…”, “he doesn’t want to listen…”, etc. If you want to convey some information, the effectiveness of communication becomes your responsibility.

Very often, when communicating, for some reason we hear what we want to hear, and not what is actually being said to us. This applies to both you and the interlocutor. Therefore, there is a rule of three repetitions used when transmitting key information:

First, tell the interlocutor exactly what you are going to say.

Then tell him what you were going to tell him.

Then tell him exactly what you told him.

Remember that even this does not guarantee that the interlocutor will get the meaning of what was said.

1.1 Communication media

Means of communication - ways of encoding, transmitting, processing and decoding information that. Information between people can be transmitted using the senses, speech and other sign systems, writing, technical means of recording and storing information. Usually, verbal (using words, speech) and non-verbal (other) means of communication are distinguished.

If a contradiction arises between two sources of information (verbal and non-verbal): a person says one thing, but something completely different is written on his face, then, obviously, non-verbal information deserves more trust. Australian specialist A. Pease claims that 7% of information is transmitted with the help of words, sound means- 38%, facial expressions, gestures, postures - 55%. In other words, it is not so important what is said, but how it is done.

Knowledge of sign language allows you to better understand the interlocutor and, if necessary, use the means of non-verbal communication yourself in order to influence the interlocutor. It is important to pay attention not only to facial expressions - facial expressions, but also to gestures, since people control their facial expressions more than posture and gestures. Below we describe some of the most common gestures and how to respond to them.

2. Gestures of impatience

Tapping objects or fingers, fidgeting in a chair, waving a leg, looking at a watch, looking “past” you. If a person sits on the edge of a chair, his whole body seems to be directed forward, his hands rested on his knees - he is in a hurry, or he is so tired of the conversation that he wants to finish it as soon as possible. Gestures of emotional discomfort: Picking up non-existent villi, shaking off clothes, scratching the neck, taking off and putting on the ring, indicate that the parterre is experiencing internal tension. He is not ready to make decisions and take responsibility. Try to calm him down. Keep the conversation "about nothing" for a while, or switch to a less significant topic. Be sure to listen to the answers even to routine questions, people do not like to feel that they are being communicated with “formally”, without being really interested in their opinion. Gestures of lies: When a person wants to hide something, he unconsciously touches his face with his hand - as if "covering" the corner of his mouth with his hand, or rubbing his nose. You should not show a person that you doubt his words and catch him in a lie. Better, ask him again (“That is, if I understood you correctly, then: ..”), so as to leave him a path for retreat, so that it would be easier for him to return to a constructive channel. Gestures of superiority: Index finger pointing at you, chin held high, figure in the form of "hands on hips". Playing along with such an "important" person, slouching, obsequiously nodding and agreeing with his every word, or repeating all his movements, straightening his shoulders, raising his chin will not be very effective. The best way to meet such a pompous person is to emphasize his importance, while maintaining your face. For example, say “I was recommended you as an experienced, knowledgeable specialist”, or “What would you do in my place?”. To ask such a question, of course, it is necessary to listen carefully to the answer, no matter how paradoxical it may seem to you.

Naturally, the external reactions of each person are different, so you should not unconditionally follow these recommendations, but rather study your interlocutor and try to better understand his individual reactions.

3. Communication channels

It is necessary to determine the “communication channels” available in each specific communicative act. When talking on the phone, such a channel is the organs of speech and hearing. The form and content of the text, information about the clothes, posture and gestures of the interlocutor are perceived through the visual channel. Handshake: a way of conveying a friendly greeting through a tactile channel. For example, when talking on the phone, you cannot use the visual channel, and you must pay more attention to the clarity of speech, intonation, word order in sentences. Since verbal communication is still the basis of human communication, it may be helpful for you to know the techniques for proper listening described in the book Figure Out Your Listening Habits. What are your strengths? What mistakes are you making? Maybe you judge people hastily? How often do you interrupt your interlocutor? What communication hindrances are most likely in your responses? Which of them do you use most often? Knowing your listening habits better is the first step in changing them. Do not shirk responsibility for communication. If it is not clear to you what the interlocutor is talking about, you should let him understand it. How can anyone know that you do not understand him until you yourself say so?

Be physically alert. Make sure your posture and gestures indicate what you are listening to. Remember that the speaker wants to communicate with an attentive, lively interlocutor, and not with a stone wall. Focus on what the interlocutor is saying. Because focused attention can only last for a short time (less than one minute), listening requires conscious attention. Try to understand not only the meaning of the words, but also the feelings of the interlocutor. Remember that people transmit their thoughts and feelings "coded" - in accordance with socially accepted norms. Listen not only to the information, but also to the feelings conveyed. Observe the speaker's non-verbal cues. Pay attention to the speaker's facial expression, tone of voice and speed of speech. Maintain a positive attitude towards the interlocutor. The more the speaker feels approval, the more accurately he will express what he wants to say. Any negative attitude on the part of the listener causes a defensive reaction, a feeling of insecurity and wariness in communication. Try to express understanding. Use reflective listening techniques to understand how the other person is really feeling and what they are trying to say. Listen to yourself. Listening to yourself is especially important for developing the ability to listen to others. When you are preoccupied or emotionally aroused, you are the least able to listen to what others are saying. If someone's message touches on your feelings, express them to the interlocutor: this will clarify the situation and help you listen to others better. Respond to requests with appropriate actions. Remember that often the goal of the interlocutor is to get something really tangible, such as information, or to change an opinion, or to get something done. In this case, an adequate action is the best response to the interlocutor. While improving your listening habits, the focus should be on positive suggestions, but it’s also helpful to keep the following in mind. common mistakes. When listening to an interlocutor, never: do not take silence for attention. If the interlocutor is silent, this does not mean that he is listening. He may be lost in his own thoughts; don't pretend to listen. It is useless: no matter how you pretend, lack of interest and boredom will inevitably manifest itself in facial expressions or gestures. It's better to admit that this moment you cannot listen, citing, for example, employment; do not interrupt unnecessarily. If you need to interrupt someone in a serious conversation, then help restore the interrupted train of thought of the interlocutor; don't jump to conclusions. Remember, such evaluations are a barrier to meaningful communication; Don't let yourself get caught in an argument. When you mentally disagree with a speaker, you tend to stop listening and wait your turn to speak. And when you start arguing, you get so carried away with substantiating your point of view that sometimes you no longer hear your interlocutor; don't ask too many questions. It is useful to ask a question to clarify what has been said. An excessively large number of questions suppresses the interlocutor to a certain extent, takes away the initiative from him and puts him in a defensive position; never say to the interlocutor: "I understand your feelings well." In this case, you should let the interlocutor know that you are listening to him, asking, for example, such an empathic question: “Are you disappointed with something?” or “I feel that someone offended you,” or any other remark appropriate to the situation; don't be overly sensitive to emotional words. When listening to a highly agitated interlocutor, be careful not to be influenced by his feelings, otherwise you can miss the meaning of the message; Don't give advice unless asked. Unsolicited advice, as a rule, is given by someone who himself will not help; do not hide behind listening as a refuge. Do not be afraid of disapproval or criticism.

4. Principles of Effective Communication

Good, in our opinion, principles of effective communication are described in the missyinchains book “Effective Communications: The Basis for a Successful Relationship” communication verbal non-verbal gesture

Two way communication

Effective communication is a two-way street, in other words, you are both a communicator and a recipient of communication in one person. The person receiving the message must always confirm verbally, in writing, with a gesture or in some other way that he has received and understood the information. In the absence of this component, communication cannot be considered effective. The responsibility to maintain effective communication lies with both parties. Excuses like "I didn't hear", "I didn't understand" are unacceptable - it's just an attempt to absolve yourself of responsibility for the failure in communication.

Listen and hear

Listening is not enough. To understand, to realize what was said, you need to hear. How often we are told that they are listening to us, when we know that we are not being heard. This is easy to check by asking the listener to repeat what has just been said, or even better, retell it in their own words.

Brevity and clarity

This means that you should not hide the meaning of the message behind irrelevant information. The more you add repetitions, clarifications, the more you go into details, the less effective your communication will be, because it is difficult for the listener to follow your thought and, therefore, understand you.

Be open and honest

This factor is closely related to trust and respect in relationships. Trying to hide something or lie to others, a person risks losing trust and respect. You should also not put off discussing important issues until later or try to avoid such discussion. Of course, there are situations when, due to external circumstances, an immediate conversation is impossible.

Trust and respect

Trust: strong belief in honesty, integrity, reliability, fairness, etc. another person. Respect: appreciation, recognition. Trust and respect - the most important characteristics any relationship. At first, some minimal level of them may exist, as it were, automatically, by default. But for the most part, respect and trust must be earned, won, and this process is long.

Trust and respect that has been damaged, including by ineffective communication, is very difficult to restore, no matter what the person then says or does.

Privacy or secrecy?

Everyone, to one degree or another, values ​​​​privacy, the inviolability of their private life. But the line separating privacy from secrecy is thin. Stealth begins when information about something that has a direct impact on another person or relationship is not reported. An effective communication system involves determining the areas related to which information needs to be communicated, and the areas that are not so significant, taking into account what is important for the partner. One should not rely entirely on one's own idea of ​​privacy and secrecy, as each person is dealing with another person whose concepts and criteria may differ from his own.

Objectivity

Being objective in communications is sometimes very difficult. Objectivity refers to the ability to see things from another person's point of view. An objective approach can be hindered by many factors: emotions, ideas about life, a person’s own inclinations and paradigms, the ability to listen and hear, etc. better man can see this or that situation through the eyes of another person, the better, the more objective his communications will be.

Emotions can block objectivity, logic, a sense of reality. Blinded by emotion, people run the risk of saying something they didn't mean at all, or exaggerating the significance of events. Correcting what was said under the influence of anger, fear, and similar feelings is difficult, sometimes impossible.

When dealing with a person overwhelmed by feelings, one should remember that the information that he reports is skewed, distorted. But it would be a mistake to completely write off what he says.

Assumptions and Feelings

To perform any actions without full knowledge of the situation, motives, intentions, beliefs, needs, feelings of another person - invite trouble.

On the transition to personality

The easiest way to kill effective communication is by attacking the partner's self-esteem, reputation, and personality. It is not always easy to understand whether this or that remark addressed to you was personal. Until you are absolutely convinced of this, do not react. When participating in discussions, avoid language that may call into question the competence of the interlocutor. When asserting something, accompany the phrase with such introductory words as "in my opinion", "I heard", "I came to the conclusion", etc., and, accordingly, do not demean the interlocutor's opinion with assessments in the spirit of "complete nonsense" or "it's not like that at all".

Another good way conversation without becoming personal - formulate your statements in the form of questions: "please explain what is the reason for ...", "what do you think about ...", "have you ever read / seen ...", "what is your opinion" etc. At the same time, keep in mind that sometimes the interlocutor may be offended precisely by a series of questions if it seems to him like an interrogation, and then the rhetoric will need to be built differently.

Patience and Tolerance

Tolerance for the needs, desires, beliefs, opinions of another person is another key to effective communication. You may not agree with them, but you must recognize their right to exist and their importance to him at this point in time. Creating an environment that is not friendly to them will not do any good, but it may cause pain or mental suffering. Patience and tolerance also suggest that one should not make an elephant out of a fly and inflate the importance of something that is actually insignificant. Separate what is worth "showing things off" from the little things that are better left unnoticed. Focusing too much on the little things can make you miss the big picture, not seeing the forest for the trees.

forgive and forget

People are sometimes ready to “tie into a knot” because of something very small and unimportant. Experiences, worries, nervous breakdown are associated with the expenditure of energy that could be directed to something positive, and not to the useless and repeated chewing of the created unpleasant situation. If you made a mistake - apologize, if your partner says that he was wrong and asks for forgiveness - forgive and move on. Alas, too often the feeling of resentment distorts the real subject of the conflict, inflates its importance, and a minor failure in a relationship suddenly becomes very serious. Revenge, of course, is sweet, but is a momentary victory worth losing in the essential? Even when some problems are so deep that it is possible to get rid of them completely, you always choose between minimal and maximum damage. How a person manages a situation determines how it will be resolved.

The art of negotiation

This is the quintessence of the art of effective communication. The task of negotiations is to find a solution in which all parties win. Going into negotiations with an attitude not to give up an inch, a person dooms himself to complete failure. The key to successful negotiation is the willingness to compromise, to give one thing in exchange for another.

Make a list of issues to discuss, dividing them into those on which you hold a firm position, those where you are ready to give in, and those on which the decision is not important to you. In this way, you will find out where you are not ready for any compromises, where you agree to a compromise and what you can completely give to the partner’s discretion. But it is important to remain open and objective: who knows, maybe the interlocutor will put forward arguments that will force you to rethink and adjust your list of priorities.

Everyone is pleased when it is his point of view that takes the upper hand, this is such a sense of ownership in relation to ideas and decisions. But more importantly, the decision should be acceptable to everyone.

CONCLUSION

We all directly face the exchange of information, communication is a complex process of interaction between people, as well as in the perception and understanding of each other by partners. There are various means of communication - these are ways of encoding, transmitting, processing and decoding information. Sources of information are verbal and non-verbal. The verbal occurs through the means of communication, and the transmission or influence on each other of the non-verbal occurs through images, intonations, gestures, facial expressions, etc. Knowledge of sign language allows you to better understand the interlocutor and, if necessary, use the means of non-verbal communication yourself in order to influence the interlocutor. Communication channels when talking on the phone, such a channel is the organs of speech and hearing. The form and content of the text, information about the clothes, posture and gestures of the interlocutor are perceived through the visual channel. In order to have effective communication, you need to be able to hear, briefly and clearly state, trust and respect the interlocutor.

LIST OF USED LITERATURE

1. Reva V.E. Business conversation Penza 2003

2. Smirnov G.N. Ethics of business, business and public relations. Moscow 2001.

3. Kaymakova M.V. Organizational communications. Ulyanovsk, 2008

4. Fundamentals of management [Electronic resource] - https://ru.wikipedia.org/wiki/Efficiency_of_communications

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Do you prefer "ruler" to "cage"? You are offended by questions related to calculating the effectiveness of a PR message: how can art be counted? If you are ready to answer these questions in the affirmative, then congratulations - you are a born PR man! You can easily keep up with all the news, radiate positive and find a common language with others!

The work of the PR department is often associated with the general communication policy of the company and is integrated into the corporate marketing strategy. And to marketing tools, and PR today has high requirements for planning and analyzing the effectiveness of communication. If the standards of marketing calculations are clear and precise, then there is no single methodology of "PR-mathematics" for calculating the efficiency ratio.

In this article, we will consider several methods for assessing the effectiveness of a company's presence in the media environment, metrics, they are also KPIs ( key indicators effectiveness) used to assess brand publicity and the activities of PR departments.

1. Quantitative indicators of performance evaluationPR-activities

Number of media outlets with brand/company mentions. This indicator is widely used to assess the brand's PR activities and is nothing more than a continuation of such a well-known phenomenon as press clipping. Advantages: it is easy to calculate, therefore it is easy to carry out a comparative analysis in the future in terms of the volume of publicity for various periods of time. Disadvantages: absolutely does not give an idea of ​​the effectiveness of the brand's presence in the media.

Total audience reach (GrossReach) - is calculated by adding the audience of the publication, TV and radio programs, the average number of visitors to the site where the brand was mentioned, etc. Advantages: often the data on the circulation of the publication or the average number of viewers / users is publicly available, and therefore this parameter is quite simple to calculate. Disadvantages: this parameter does not give us a real idea of ​​how many people got acquainted with the media unit where the brand is mentioned, nor the characteristics of the audience (and its correspondence with our target audience).

It is clear that for a qualitative analysis of the information field of the company and the identification of relevant KPIs, only quantitative data is not enough.

2. Qualitative indicators of assessing the information field of the company:

• Brand dominance and share of publications with brand visuals
• Impact Rate - an index of the effectiveness of brand presence in publications
• Net reach (Net Reach) by audience type
• Share of distribution of publications by thematic focus of the media
• The tonality of the objects of analysis and the number of positive and neutral newsworthy publications

Let us consider the application of qualitative analysis criteria on the example of iBIC media research on three foreign retail banks: Nordea Bank, Raiffeisenbank, UniCredit Bank. The data for the study were obtained as a result of monitoring traditional media (print and online media) on the subject of "mortgage" for one month. Media monitoring and analysis was carried out using the information and analytical platform iBIC Compass.

According to the results of the study, Nordea Bank is the leader in terms of the number of references, followed by UniCredit Bank. In terms of total audience coverage, Nordea also ranks first, and Raiffeisenbank comes in second. Next, consider how quantitative data correspond to qualitative indicators.

1. Brand dominance is the frequency of a brand being mentioned in a news release in relation to other companies/brands present in the publication.

Brand visual support- this is an indicator that indicates the presence in the news release of visual content that is directly related to the brand (photos of the first persons of the company, office, the presence of the logo in the illustration, images with characteristic corporate colors, etc.).

Both indicators give us a qualitative picture of the "penetration" of the brand, affect its recognition and can serve as one of the KPIs for the PR department. Evaluating them, we get a slightly different picture of the information field of companies regarding the distribution of shares by the number of publications and audience coverage. Now UniCredit Bank and Raiffeisenbank take the first place in terms of brand dominance and visual accompaniment, respectively.

2. Impact Rate- index of effectiveness of brand presence in publications. In fact, this index combines the indicators of brand dominance and visual accompaniment considered earlier, but, among other things, the Impact Rate takes into account the position of the news in the information source, the first mention of the brand, and its volume.

What does this index give us? First of all, using the Impact Rate, you can evaluate the volume and effectiveness of brand presentation in each specific article. In addition, the average Impact Rate for all publications for the analyzed period allows us to assess the degree of penetration and influence of the brand in the information field. And this can also serve as a KPI for the PR department.

3. Net reach (Net Reach)- as close to reality as possible the coverage of the audience that got acquainted with the publications. This is the total audience reach (Gross Reach) adjusted for the Impact Rate index.

For example, the target audience of mortgage banks is likely to be the b2c segment. Accordingly, it will be indicative for us not the number of publications in sources of various types of audience, but the net coverage of the b2c audience.

So, we can see from the example of Nordea bank that, despite a small number of news releases in b2c sources, in terms of net reach, this brand has the best audience penetration rates.

4. The share of distribution of publications with brand mentions by thematic focus of the media helps to evaluate the sources themselves and, if necessary, adjust the media plan of the company. In this case, it also makes sense to pay attention to the net reach of the audience, and not to the number of articles published.

5. Sentiment of objects of analysis, selection topics of publications and informational occasions allows you to analyze the structure of the publicity of the company, assess the level of damage from negative publications and adjust the strategy of the media presence of the company/brand.

In this case, it is also worth focusing on the indicators of net audience coverage, because. not always high rates in terms of the number of news outlets will indicate a "positive" or "negative" image of the company in the media.

conclusions

To get a complete picture of the information field of the company, it makes sense to use not only quantitative metrics, but also qualitative criteria for evaluating the effectiveness of brand presence. At the same time, it is important to analyze not only your own company, but also the activity of other market players.

The information obtained helps to determine the vector for the development of the company's further communication policy: where your brand is mentioned most often, which sources and which audience to focus on. It may be necessary to pay attention to the visual representation of the brand or focus on promoting specific topics that correspond to the company's priority development goals and consumer expectations. Media analysis opens up ample opportunities for managing your own image of the company and detuning from competitors.

): what survival and development strategies we use and why. In this article, we will talk about the second pillar of the Psychea model: information theory. And also about what is the task of branding and marketing in building high-precision and effective communication.

What is communication?

Scientific definition: communication is an effective synchronous or diachronic interaction, the purpose of which is the transfer of information from one subject to another. For example, you are talking to a friend, or reading a letter from a colleague.

At the household level: communication is discussing a project with a colleague, sending an email, your company website, packaging on a shelf, advertising on TV and much more. In any case, in communication there is always a structure "source -\u003e information -\u003e person".

The linear model of communication proposed by the American political sociologist Harold Lasswell:

1. Who reports?
2. What does it report?
3. On what channel?
4. To whom does it inform?
5. With what effect?

Someone -> something -> informs someone -> through some channel -> and for a specific purpose. If it is not clear to whom and with what effect the information should be sent, then the communicative act will not take place, since no changes will occur as a result of this communication. As folk wisdom says: it flew in one ear, flew out the other.

Therefore, there is such a thing as communicative effect- reducing the level of uncertainty due to the acquisition of new knowledge, arousing emotions (anger, joy, sadness, fear), motivation for action, changing attitudes and behavior.

Examples of Communication Effects

Example 1: Teacher lecture

• Who reports: teacher.
• What it says: Fermat's theorem.
• Through which channel: through the auditory (the lecturer speaks, the student listens).
• Reported to: student.
• With what effect:
  • The goal of communication is achieved (communication is effective): the student listens attentively to the lecture and applies the theorem to solve problems.
  • The goal of communication is not achieved (communication is ineffective): the student "beats the bullshit" at the lecture and does not apply the theorem.

Example 2: Product on the shelf

• Who reports: manufacturer.
• What says: buy my product.
• Through which channel: packaging on the store shelf (distribution channel).
• To whom it reports: to the buyer who makes the decision near the shelf.
• With what effect:
  • The goal of communication is achieved: the product is purchased.
  • The purpose of communication is not achieved: a neighboring product is bought.

You already see that there is such a thing as “communication efficiency”. Let's see how you can influence it.

What determines the effectiveness of communication?

The structure of communication according to the Shannon-Weaver model

One of the most popular models was proposed by engineers and mathematicians Shannon and Weaver in the middle of the 20th century. Each communication is treated as encoding and sending a signal, which is then decoded by the receiver.

In the example of a lecturer and a student, the source of the signal is the lecturer, where the transmitter is his vocal apparatus. He tells the material and creates sound waves (signal) that reach the recipient receiver through the air. The channel in this case is the air in the classroom between the lecturer and the student. The receiver is the student's ears.

In the product example, the signal source is the manufacturer, where the transmitter is the packaging (shape, weight, color, symbols, price, etc.). The channel is a shelf in the store. A signal is a complex image of a product at the moment of contact. The receiver is the buyer's eyes.

The structure of communication in this model is as follows:

• Communicator encodes a message: the lecturer formulates a thought in the mind, the logic of the statement, selects the right words, intonation, intensity.
• The transmitter sends a signal: the lecturer's voice apparatus makes appropriate sounds, sound waves are transmitted through the air
• Channel interference affects the signal: if the lecturer is far from the students and speaks quietly, then some of the information is lost. If one of the students is talking nearby, then part of the information from the lecturer is also lost, because the other signal is mixed with the main one.
• The receiver receives the transmitted signal: sound waves enter the student's hearing aid and turn into words and meanings.
• The receiver decodes the signal (recovers the message): in the mind of the student there are ideas and attitudes associated with the information received from the lecturer.

Stage 1. The concept of encoder and decoder in communication: how it happens

Telepathy has not yet been invented, so in order to convey a message, it is necessary to use information encoding systems.

Coding— the process of transforming the ideal meaning of the message that arose in the mind of the communicator (lecturer) into the form necessary for this message to reach the recipient (student) through a given channel.

Decoding in a broad sense - the process of restoring the original meaning of the message from the received signal. What the student will understand from the teacher's lecture is what he decodes.

In the Shannon-Weaver scheme, it is clear that the signal source is the encoder - the communicator encodes the meanings and broadcasts them to the addressee. The signal enters the recipient's receiver and the decoding process takes place. The destination is the decoder.

In the lecturer example, the encoder is the lecturer and the decoder is the student. The encoder sends a signal in speech form, which is interpreted by the decoder, i.e. the listener.

The example with the speech of the lecturer and students is quite understandable. But you can look at more hidden coding examples.

Imagery in Coca-Cola advertising

Coded signal: Coca-Cola lemonade is drunk during the New Year. Coca-Cola is a holiday. Holiday = Coca-Cola.

Key visual from Pepsi ad

Coded Signal: Pepsi-Cola Lemonade is drunk by young, energetic, athletic, and popular people. So Messi also drinks it. Be like Messi. Lemonade Pepsi = youth, energy, sport.

Encoded signal: The owner of the Mercedes is the Lion King. Buy a Mercedes, you will feel like a King. Mercedes = to be king.

Encoded signal: A giraffe is a small child (head-to-body ratio, eye sizes and proportions). We are just like your baby.

What do we see?

In fact, the encoder here is the author of this communication. A designer (director, cameraman, creative, etc.) who has packaged information and sent a signal in the form of a TV spot, poster, or packaging. The decoder is the audience that receives this signal in a particular channel (TV, a shelf in a store, street banners, etc.).

• using the image of "lion", they create a connection with the concept of "king"
• emphasizing the situation with Christmas, form a stable connection: Coca-Cola is a holiday
• demonstrating the energy and appeal of Messi, create a sense of status and energy in the Pepsi brand
• broadcasting the image of a small child, the brand forms an emotional connection with the buyer

With the help of symbols and images, a holistic emotional image-metaphor (a kind of gestalt) of the brand is formed in the mind of a person. At the same time, such formation occurs at an unconscious level, which is not controlled by the recipient.

However, not all communication is effective. Why do some messages reach their goals, while others go to waste?

Stage 2. The concept of "noise" in communication: why does communication have different effectiveness?

If you knew how rarely we are understood correctly, you would be silent more often.
Johann Wolfgang von Goethe

Everything is ideal only in fairy tales and annual media strategies. In the real world, there are always losses. And the Shannon-Weaver model has milestones where there is a partial signal loss. Losses are associated with noise.

Noise- any source of distortion of the scope and meaning of the message.

There are 2 types of noise:

1. Mechanical noise (channel noise, technical loss)- due to the imperfection of the channel through which the signal moves.
2. Semantic noise (semantic loss, source and destination noise)- due to semantic distortions during encoding and decoding.

Mechanical noise is interference in the channel itself, due to the fact that in the process of signal transmission it loses its strength and dissipates. If you show the video on TV only once, then people will quickly forget what was said. If you put only one outer shield in big city, then the signal will be too weak to be noticed. If your product only hits the shelf in one out of a thousand stores, then you won’t have to expect big sales.

Semantic noise is a misunderstanding of the meaning of a message. That is, the encoder sends a signal that cannot be decoded by the decoder.

We all know the children's toy sorter.

The child learns to match the appropriate shapes of objects to fit the holes. If he selects the correct form, then it easily and without difficulty passes into the corresponding hole. If not, it will put effort into trying to push the wrong shape into the wrong cell.

The same thing happens in the mind of the consumer - if the brand communication matches the codes target audience, then it passes easily and without resistance, achieving the desired effect. And if not, decoding does not occur, the audience does not understand the meanings and ... sales fall. Money is spent on advertising, and the effect is negative.

Noise examples

Example 1. Mechanical noise of the channel through which the signal goes

Imagine that a lecturer is reading in such an audience:

If there is no microphone in the hall, then the students at the far end will not hear anything, as the sound will be absorbed by the air. The lecturer does not have the strength to shout to them.

Another example of channel noise is interference from another signal source. For example, a competitor's packaging on a shelf next to your product:

Each brand on the shelf sends its own signal, which is blocked by its neighbor.

Example 2: Encoder and Decoder Semantic Noise

Imagine that you were told the most important information about how to achieve success and find a treasure, but they did it in the Swahili language ... If you know Swahili, it remains only to congratulate you! But in most cases, this information will remain a meaningless set of sounds. The fact is that you do not have a signal decoding system, that is, knowledge of this language.

Not knowing your system of codes, the sender encoded the information in such a way that it could not be deciphered in principle.

An example of a semantic encoding error

Or, for example, a brand conveys values ​​that are not acceptable in a particular socio-cultural environment. For example, like this: in an advertisement for tea, a father says to his daughter - "Valera was in my life."

Within the territory of Russian Federation such a statement of an adult man, and even in the presence of his child, will raise many questions. The message that the authors encoded will be decoded erroneously in the vast majority of cases. I wonder how they are doing with sales.

Stage 3. So what affects the effectiveness of communication?

Brand communication will be effective if you achieve minimal semantic loss and can overcome channel noise. It is necessary to study consumer psychology and design communication that will be correctly interpreted, because it uses familiar meanings and images.

Speak the same language with your audience

To reduce semantic noise, you need to have a good understanding of your target audience. This means speaking in a language she understands.

Studying your consumer, find the answer to the question: what is his system of codes in which he operates? What are his sociocultural norms and attitudes?

That's what the research phase is for:

• By analyzing the market, you will understand trends at the social level: consumer trends, consumption patterns, technological shifts that will affect the market in the future.
• By studying the communication of successful competitors, you will find out what semantic fields they activate in the minds of target audiences, what they “encode” in their signals (products, packaging, advertising, etc.)
• Using in-depth interviews, point-of-sale observations, cognitive research, you will be able to understand exactly what meanings can be used in relation to your brand and category. By studying your customer, you will be able to accurately identify which symbols, forms, verbal and non-verbal metaphors you need to use in order for communication to occur without loss and achieve the desired business results.
• When designing a customer journey map (consumer path), you will know exactly where, how, at what moment and what the brand should broadcast to its customers in order to become that “only” top of mind in the category.
• By doing quantitative research, you can test hypotheses and insights from people and create communication as accurate as a sniper shot.

By diving deep into your target audience's decision-making, you'll be able to design the architecture of choice and manage what your competitors can't copy: the customer experience. By creating communication of this level, you open up the opportunity to build a brand that goes beyond the economic relationship with the consumer and finds the shortest path to a person's heart.

Carefully study the features of the channel in which you work

To effectively overcome channel noise, you need to know and be able to work with the following areas:

• consumer journey: where it meets your product, where it decides, how it uses the product, what happens along the way. This will give an understanding of the most effective channels of interaction.
• channel specifics: coverage, relevance, type of audience. You will know where to invest in order to get the maximum ROI
• perceptual possibilities in the channel: format, signal availability through visual, auditory, kinesthetic channels of perception. You will learn how contact should be built in order to achieve goals.

Understanding the specifics of the channel helps to reduce or minimize noise. Knowing how, for example, a “shelf works” helps to correctly build a system of shelftalkers and wobblers, choose well-defined fonts, colors and images, achieve the correct placement and share on the shelf, etc.

Understanding how your audience uses a web service or online store (devices, time of day, typical scenarios, etc.) allows you to accurately design UX interactions, interface types, colors, icons, etc. Knowing consumption patterns will help build an effective strategy for mailings and activations for repeat purchases or upsells.

The choice of channel will affect the amount and volume of information: outdoor advertising on the highway must be understood in seconds (for passing drivers), and a product promotional leaflet can contain a lot of information (it can be read in a calm mode), etc.

By studying the specific channel in which the brand meets the consumer, you can maximize the return on every dollar invested in the creation and delivery of the product to your consumer.

The role of branding and marketing in communication

It is not enough to produce a product and deliver it to the consumer. After all, at the moment when he refuses it in favor of another, you will lose everything that you invested in its creation and delivery.

To avoid this, you need to understand what your signal should be so that the consumer understands and fully understands it. This is exactly what branding does.

The role of branding in modern communication— overcoming semantic noises. Branding is not “risovalding”, but the design of meanings. The semantics of your message is what branding is all about.

Delivery of the product to the consumer, sending advertising messages, distribution - all this is working with the channel, that is, overcoming mechanical noise.

The Role of Marketing is the delivery of your message/signal/product.

Finally

The time we spend on recognizing advertising messages is shrinking rapidly. Now a person is being bombarded with a stream of about 34 gigabytes per day. Within 20 years, the amount of information consumed will grow by 100%. This suggests that the requirements for the availability and capacity of communication messages are growing rapidly. That is, any noise can become critical for your communication. Therefore, only those brands that rely on a deep understanding of the consumer and scientific approaches to branding and marketing will be able to survive and take leadership positions in their categories and people's minds.

In the next article, we will talk about the third basis of the Psychea model - the ontology of common sense.

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