Page 4: Barriers to effective communication
Corporate support for football and interest in football sponsorship takes place in a crowded market place, with many different brands competing for attention, so it would be all too easy for messages to become blurred and confused.
'Noise' describes any obstacle to the smooth transmission of a communications message. Coca-Cola works hard to limit these obstacles and barriers, but not everything is within its immediate control e.g. cameras at a football match failing to focus on advertising hoardings, an announcer stumbling over the name of the provider of the match ball.
Some types of 'noise' can be anticipated and steps taken to avoid them. For example, there is no point in 'having your name up in lights' in a city, however large, where the electricity supply is unreliable.