ABSTRACT
This chapter describes the concept of the communication canvases of sender (the marketer) and receiver (the shopper) and how, if they do not overlap sufficiently - that is, that there is no common realm of communication - the message is lost. Communication is defined as a transactional process between two or more parties whereby meaning is exchanged, then 'learnt' and stored. Throughout, the 'receiver' must 'allow' a message to be sent to him/her. When communication between a sender and receiver occurs, how much of the message is passed depends on the overlap of their communication canvases. The purpose of establishing the communication canvas, for the marketer, is to use the resulting Insight, or brief an agency, to communicate messages that are tuned to the psychological feel of the product or service with words, colours and pictures that persuade a shopper to buy. The shopper, accepting the message as a communication, next processes and 'learns' from the message.
