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The Communication Process

05. The Communication Process. The Nature of Communication. 5- 2. Message Development. Content. Design. Structure. 5- 3. Communication Channels. Personal Channels. Nonpersonal Channels. Word of Mouth. Personal Selling. Print Media. Broadcast Media. 5- 4.

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The Communication Process

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  1. 05 The Communication Process

  2. The Nature of Communication 5-2

  3. Message Development Content Design Structure 5-3

  4. Communication Channels PersonalChannels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media 5-4

  5. Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Receiver Experience Sender Experience High Commonality Receiver Experience Receiver Experience Sender Experience 5-5

  6. Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback 5-6

  7. Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & GroupAudiences 5-7

  8. The Response Process 5-8

  9. Alternative Response Hierarchies Topical Involvement High Low Learningmodel Low involvement model Cognitive Affective Conative High Cognitive Conative Affective Perceived product differentiation Dissonance/ attribution model Conative Affective Cognitive Low 5-9

  10. The FCB Planning Model Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement 5-10

  11. Developing Promotional Strategies • Ad options based on the FCB grid • Rational versus emotional appeals • Increasing involvement levels • Evaluation of a think-type product on the basis of feelings 5-11

  12. A Model of Cognitive Response 5-12

  13. Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts 5-13

  14. Elaboration Likelihood Model (ELM) Routes to Attitude Change Central route – ability and motivation to process a message is high and close attention is paid to message content Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information 5-14

  15. How Advertising Works 5-15

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