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The CommunicationsProcess

Meenu Chopra, Asst Prof., GNIM


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The Communications Process



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Attractive sources are appropriate for image-related products



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Graphic

Graphic

Pictures

Drawings

Charts

Pictures

Drawings

Charts

Verbal

Verbal

SpokenWord

WrittenWord

SongLyrics

SpokenWord

WrittenWord

SongLyrics

Musical

Musical

Arrange-ment

Instrum-entation

Voices

Arrange-ment

Instrum-entation

Voices

Animation

Animation

Action/Motion

Pace/Speed

Shape/Form

Action/Motion

Pace/Speed

Shape/Form

Verbal

Verbal Graphic

Graphic Musical

Musical

There are many forms of encoding


Encoding

Encoding


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ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning(Cowboy)



Interpretant/

intended meaning(masculine,rugged

individualistic)

Interpretant/

intended meaning(masculine,ruggedindividualistic)

ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro





The Semiotic Perspective


Three Components to every marketing messageThree Components to every marketing message


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What is the symbolic meaning of theornated elephant?



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Images Encoded in Pictures ConveyEmotions Very Powerfully



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PersonalChannels

PersonalChannelsPersonalChannels

PersonalChannels

Communications Channels


NonpersonalChannels

NonpersonalChannels

PersonalSelling

Word of

Mouth

PrintMedia

BroadcastMedia

T R it T t G t


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Tremor Recruits Teens to GenerateWord-of-Mouth



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Experiential Overlap


ReceiverExperience

ReceiverExperienceSender

Experience

SenderExperience

Different WorldsDifferent Worlds

ReceiverExperience


Experience

SenderExperience

Moderate CommonalityModerate Commonality

ReceiverExperience


Experience

SenderExperience

High CommonalityHigh CommonalityReceiver

Experience


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Receive feedbackReceive feedback

Select the appropriate channel for the target

audience

Select the appropriate channel for the targetaudience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Select the appropriate channel for the target

audience

Select the appropriate channel for the targetaudience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Successful Communication



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Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Niche Markets

Market Segments

Mass Markets

Levels of Audience Aggregation


Small Groups


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Models of the Response Process

Meenu Chopra Asst Prof GNIM

chapter 005 modified

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