Noises that occur in

marketing communication

Nechita Diana
Noise…

…is interference with the

decoding of messages sent
over a channel by an encoder.
There are 4 TYPES of noises:

PSYCHOLOGICAL
TECHNICAL
ENVIRONMENTAL
SEMANTIC
 PSYCHOLOGICAL noise
Is attributed to those factors that influence the mind’s
ability to relate or interpret messages correctly or
effectively.
Examples:
Daydreaming
Preconceived ideas
Preoccupation with personal matters
Prejudices
People being distracted by the large number of
advertisements they encounter every day
Illness, hearing problems, headache etc.
 TECHNICAL noise
Caused by the quality of the media used.

Examples:
Bad internet connection
Bad telephone signal
Bad copy of a picture in the newspaper
Bad reception of the radio
 ENVIRONMENTAL noise
Is any external or environmental stimulus that distracts us from
receiving the intended message.

Examples:
Others talking in the background
Background music
A radio/TV with the volume too loud
A police siren
Weather conditions (rain, thunder etc.)
Positioning yourself too far from the speaker
Smells
Textures
 SEMANTIC noise
Deals with misunderstanding the words or their context. It often
occurs in international communication.

Examples:
Language barrier between the sender and the receiver
Differences between religions, traditions
Usage of technical words ( special terminology)
Different interpretations of the meanings of certain words
Discriminatory remarks
Controversial symbols (swastika)
Brand name
Logos