Communication Barriers and Integrated Marketing Strategies

Communication Barriers

Communication barriers occur when the means used to transport a message do not allow it to arrive clearly at the receiver.

Physiological Barriers

These arise when people involved in communication have organic defects, such as hearing impairments.

Psychological Barriers

Every human being has a particular way of living, perceiving, and understanding the world in which they are embedded.

Semantic Barriers

These occur when speaking or writing using words with inappropriate meanings.

Integrated Marketing Communications (CIM)

Promotional tools include personal selling and advertising. The CIM approach posits that a client or prospect is exposed to many fragments of information about a company or brand.

CIM Implementation

The use of a CIM approach reflects how managers address the information needs of message recipients. In developing integrated communications, a company coordinates:

• Advertising
• Personal selling
• Sales promotion
• Public relations
• Direct marketing

To succeed, a company must restructure internal communication, investigate audience goals, and ensure top management supports integration efforts.

Communication Theory

Lasswell's Hypodermic Needle Theory

Lasswell suggested that communication and propaganda function like an injection into the social body to stabilize social life. In Propaganda, Communication and Public Opinion (1946), he addressed the methodological approach to mass media's social, economic, and political impact. His model asks: Who says what, in which channel, to whom, and with what effect?

Claude Shannon and Warren Weaver

They perfected the telegraph model with a unidirectional sender-receiver schema. However, this model places the transmitter in a preferred position, limiting the role of public opinion in social reality.