2.3 Barriers to effective marketing communications

It would also be wrong to assume that the process set out in the macro-model always works in the way described. It is a model and, like all models, is a theoretical construct that works in theory but when it meets the world of practice, numerous barriers and challenges limit its applicability. Some of the most common barriers to effective marketing communications include:

• Lack of understanding of the target audience by the sender

  The message may be encoded using language or symbols that fail to transfer the intended meaning to the audience.

• Inadequate definition of required feedback

  The effectiveness of communication needs to be evaluated by the sender. Feedback may be defined in terms of actions, e.g. visiting a website or making a purchase. If no specific feedback is required, then research may be conducted to assess, for example, awareness of the message.

• Poor choice of medium/media

  Possibly because of resource constraints, or again because of lack of knowledge of the consumers’ media habits, the incorrect medium or media may be chosen. Media may include impersonal sources such as television, newspapers, magazines, etc. and personal sources such as professional services, peer group members and family. An important issue here is 'source credibility', i.e. the extent to which a source is perceived as having knowledge, skill or experience relevant to a communications topic and can be trusted to give an unbiased opinion or present objective information on the issue (Belch and Belch, 2009).

• Consistency of messages

  Given the many potential sources of communication, it is vital that there is a consistency of message across the various channels.