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Chapter 5

Chapter 5. The Communication Process. Irwin/McGraw-Hill. The McGraw-Hill Companies, Inc., 1998. Levels of Audience Aggregation. Mass Markets and Audiences Market Segments Niche Markets Individual and Group Audiences. Slide 5-1 Figure 5-2. The McGraw-Hill Companies, Inc., 1998.

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Chapter 5

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  1. Chapter 5 The Communication Process Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  2. Levels of Audience Aggregation Mass Markets and Audiences Market Segments Niche Markets Individual and Group Audiences Slide 5-1 Figure 5-2 • The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill

  3. A Basic Model Communication Senders Receivers Source Sender Encoding Channel Massage Decoding Receiver Feedback Noise

  4. A Basic Model Communication • Communication: passing information, exchange ideas or establishing a commence of thoughts between sender and receiver. • Two major participants in communication process are sender & receiver. • Two major tools are massage & channels • Two functions are encoding & decoding • Interfere element is noise • Source/ encoding: person or organization that information to share with another person or group (signs, symbols and pictures. • Massage: That contain the meaning ,thoughts and information to convey. • Receiver/decoding: transforming the meaning ,symbol and pictures into thoughts .

  5. Identifying the target Audience Mass Market and Audiences Market Segmentation Niche markets Individuals &Group Audiences

  6. Individuals: Who have specific needs require personal selling • A second level of audience aggregation is represented by group require advertising and multilevel personal selling • Niches with same needs and wants require personal selling and direct marketing • Market segments with mass audiences require advertising & publicity

  7. Traditional Response Hierarchy Models • AIDA ( Salesperson) attention interest desire action • Hierarchy of effects (advertising effect) awareness knowledge liking preference conviction purchase Slide 5-2 Figure 5-3 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  8. Traditional Response Hierarchy Models cont. • Innovation adoption (New Product) awareness interest evaluation trial adoption • Information processing (William McGuire) presentation attention comprehension (Knowledge) Yielding (Liking) retention behavior Slide 5-3 Figure 5-3 • The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill

  9. Effectiveness Test Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent (Aim) Recall over time Inventory, point of Purchase consumer panel Steps in persuasion process Exposure/presentation Attention Comprehension (Aware) Message acceptance/ yielding (liking) Retention Purchase behavior Methods of obtaining feedback Slide 5-4 Figure 5-4 • The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill

  10. Standard learning Dissonance/ attribution (choose between two product with similar quality) Low-involvement learn feel do do feel learn learn do feel Alternative Response Hierarchies Slide 5-5 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  11. Categories of Cognitive Responses • Product/message thoughts much attention focused on two types of response • Counterarguments: Thoughts that are opposed to the position taken in the massage ,related negatively to massage acceptance • Support arguments: Thoughts that affirm the claims made in massage ,related positively to massage acceptance Source oriented thoughts: Source derogation (Negative thoughts about the spokesperson. or source holster Positive thoughts about the spokesperson. Ad execution thoughts: Individual thought about the advertising itself reaction of recovers towards creativity of ad, quality ,colors. Slide 5-6 • The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill

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