The Communication Process The Communication Process model describes how communications move from the firm to the consumer and which factors affect the way the consumer perceives the message. This activity is important because as the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex. The goal of this activity is to recognize how each component of the communication process model interacts with each other and to understand what the consumer experience is at each step of the communication process. First, read the brief scenario about how Target reaches the right consumers. Then, match the communication action to the correct component of the communication process model. Target is a discount retailer that operates nearly 1,750 stores in 49 states. Target differentiates itself from its competitors by offering more upscale, trend-forward merchandise at low prices. The store is planning a Back-to-School sale aimed at moms with school-aged children going back to school; these women make the majority of their household purchases. Target works with its advertising agency to develop a message to reach the right consumers and to motivate them to take action. The message could be communicated on television or radio, or in print advertisements, and the choice must be appropriate for the target market. Since Target aims to reach bargain shoppers, it decides to advertise in the sales flyers of local papers. When the papers come out, Target's advertising director sees that Walmart (Target's major competition) has run similar ads promoting a sale at the same time. Fortunately, this has no effect on Target's campaign. As expected, a significant number of Target customers like Melissa, a mom of two school-aged children, saw the ad and headed straight to Target. In fact, significantly more consumers than usual visited Targets all around the country during the sale. Match the elements of a consumer's experience to each step of the communication process. Ad runs on local Sunday newspaper Store traffic increases Advertising agency creates print ad Target creates a Back-to-School campaign Melissa buys the paper and plans to go shopping for her children's supplies Sender Transmitter Encodes Communication Channel Receiver Decodes Feedback