In this assessment, students will be given an opportunity to show their understanding of the communications process and how it relates to competitor brands. Upon completing this assessment, students should be able to identify and explain the major elements that affect the successful transmission of messages between brands and their consumers.
Assessment Instructions
you will use Qantas and their major competitor.
Using the communications process, students will be required to visually, in combination with a small amount of text, showcase how messages are transmitted between each brand and their target audience/s. Students will have to create two separate infographics, one for each brand, using the communication process.
Each infographic will need to identify the following:
In the dynamic landscape of modern business, effective communication plays a pivotal role in establishing brand identity and fostering consumer relationships. This assessment delves into the communication processes of Qantas, a prominent airline, and its major competitor, aiming to elucidate the key elements that facilitate successful message transmission between these brands and their respective target audiences.
Sender: Qantas Marketing Team Message Encoded: “Experience the Joy of Flying with Qantas – Unmatched Comfort and Service” Channel: Social Media (Instagram, Twitter, Facebook), Television Advertisements Message Decoded: Perception of Comfortable and Premium Air Travel Experience Receiver: Potential Travelers and Existing Customers Noise: Positive Customer Reviews, Captivating Visuals in Advertisements Feedback: Likes, Comments, Shares, Inquiries on Social Media; Booking Inquiries
[Visual representation of the Qantas communication process here]
Sender: Competitor’s Marketing Department Message Encoded: “Elevate Your Journey with [Competitor Airline] – Seamless Connectivity and Modern Travel” Channel: Online Advertisements, Influencer Collaborations Message Decoded: Perception of Convenient and Technologically Advanced Travel Receiver: Targeted Travel Enthusiasts and Previous Customers Noise: Competitor’s Promotions, User-generated Content Feedback: Social Media Engagement, Website Visits, Booking Requests
[Visual representation of the competitor’s communication process here]
In both cases, the sender initiates the communication process by crafting a tailored message that reflects the brand’s unique value proposition. This encoded message is then disseminated through various channels, such as social media platforms, television ads, and online advertisements. These channels serve as conduits for the message to reach the target audience, allowing for widespread exposure.
Upon reaching the audience, the message is decoded, where the receiver interprets the information based on their pre-existing knowledge and perceptions. For Qantas, the focus is on the joy of flying, comfort, and service, while the competitor emphasizes seamless connectivity and modernity. These different decoded messages align with the brands’ strategic objectives and positioning.
In both communication processes, the role of noise is significant. Positive customer reviews, captivating visuals, and promotions contribute to reducing noise by reinforcing the intended message. Conversely, noise might also arise in the form of contradictory customer reviews or competing promotional campaigns, which could distort the intended message.
Feedback loops are crucial for refining future communication efforts. For Qantas, feedback is gleaned from social media engagement, comments, shares, and inquiries, helping the brand understand its audience’s preferences and concerns. The competitor benefits from social media engagement, website visits, and booking requests to gauge the effectiveness of its message.
Effective communication lies at the core of building strong brand-consumer relationships. The communication process, as illustrated through the infographics for Qantas and its competitor, underscores the intricate steps involved in conveying messages to target audiences. By understanding and optimizing each element – from encoding to feedback – brands can enhance their communication strategies and ensure that their messages resonate with consumers, fostering brand loyalty and sustained success.
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