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 today’s competitive business landscape, effective communication plays a pivotal role in establishing strong connections between brands and their target audiences. This assessment delves into the communications process and its relationship with competitor brands, specifically focusing on Qantas and its major competitor. By examining the communication process through the lens of these brands, we can gain insights into the elements that influence successful message transmission.
Sender of the Communication: Qantas, a renowned airline, acts as the sender in this communication process. It aims to convey messages that resonate with its customers and differentiate itself from competitors.
Encoded Message: The encoded message comprises various elements, such as advertisements, social media posts, and promotional materials. Qantas encodes messages that emphasize safety, luxury, and seamless travel experiences.
Communication Channel: Qantas utilizes a diverse range of channels, including TV commercials, social media platforms, its official website, and print media, to reach its target audience effectively.
Decoding by the Receiver: The receiver, in this case, is the potential or existing passenger. They decode the message by interpreting the visual and textual content provided by Qantas, connecting with the airline’s values and offers.
Receiver of the Message: As mentioned, the receiver is the individual or group of individuals who engage with Qantas’ communication efforts. This could be anyone interested in air travel, from business travelers to vacationers.
Noise in Message Decoding: While noise typically hampers communication, in this context, it can also refer to external factors that aid in message decoding. Positive reviews from previous customers, referrals from friends, and the airline’s reputable image can all contribute to noise that facilitates message understanding.
Feedback to Sender: Receivers provide feedback through various means, such as comments on social media posts, surveys, and direct interactions. Qantas utilizes this feedback to refine its messages and enhance customer experiences.
Sender of the Communication: The competitor brand, in this case, serves as the sender. Similar to Qantas, the competitor seeks to convey messages that align with its brand identity and resonate with customers.
Encoded Message: Encoded messages from the competitor could highlight unique features, cost-effectiveness, or specialized services, depending on their brand positioning.
Communication Channel: Competitors may employ a mix of channels like online advertising, email campaigns, influencer partnerships, and public relations to communicate their messages.
Decoding by the Receiver: The receiver for the competitor’s communication is also potential or existing customers who interpret the messages to assess the brand’s value proposition.
Receiver of the Message: Similar to Qantas, the receiver for the competitor’s communication is anyone seeking services or products offered by the brand.
Noise in Message Decoding: Positive word-of-mouth, endorsements from trusted sources, and relatable stories about the competitor’s brand can serve as noise that aids in the message decoding process.
Feedback to Sender: Competitor brands receive feedback through similar channels as Qantas, allowing them to refine their messages and adapt to customer preferences.
In the dynamic world of business, effective communication is pivotal in establishing brand-consumer relationships. Through the communication process, both Qantas and its major competitor transmit messages that resonate with their target audiences. By understanding the sender, encoded message, communication channels, decoding process, receiver, noise, and feedback loop, brands can optimize their communication strategies to achieve successful message transmission and build enduring connections with consumers. This analysis provides valuable insights into the interplay between the communication process and the competitive landscape.
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