chapter 4
DESCRIPTION
Chapter 4. Communication Process Models. Chapter Objectives. To understand the basic elements of the communication process and the role of communications in marketing. To examine various models of the communication process. Chapter Objectives. - PowerPoint PPT PresentationTRANSCRIPT
Chapter 4
Communication Process Models
Chapter 4 : Communications Process Models
Chapter Objectives
• To understand the basic elements of the communication process and the role of communications in marketing.
• To examine various models of the communication process.
Chapter 4 : Communications Process Models
Chapter Objectives
• To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy.
• To examine the nature of consumers’ cognitive processing of marketing communications.
Chapter 4 : Communications Process Models
The Communication Process
• Source– Person or organization that has information to share
with another person or group of people
• Encoding– Putting thoughts, ideas, or information into symbolic
form– From the source
Chapter 4 : Communications Process Models
The Communication Process
• Message– The meaning the source is trying to convey
• Channel– Method by which communication travels
Chapter 4 : Communications Process Models
The Communication Process
• Decoding– The process of transforming the sender’s message
back into thought
• Noise– Unplanned distortion or interference throughout the
communication process
Chapter 4 : Communications Process Models
The Communication Process
• Response– Receiver’s set of reactions after being exposed to the
message
• Feedback– Part of the receiver’s response that is communicated
back to the sender
Chapter 4 : Communications Process Models
The Communications Process
Fields of Experience
Response Feedback Loop
Channel
MESSAGEDecoding
Receiver /Audience
Source /Sender Encoding
NoiseNoise
Chapter 4 : Communications Process Models
Encoding / Decoding Symbols
• Graphic– Pictures– Drawings– Charts
• Musical– Arrangement– Instrumentation– Voice or chorus
• Verbal– Spoken word– Written word– Song lyrics
• Animation– Action / motion– Pace / speed– Shape / form
Chapter 4 : Communications Process Models
Human Communicators
• Verbal– Vocabulary
– Grammar
– Inflection
• Nonverbal– Gestures
– Facial expression
– Body language
Chapter 4 : Communications Process Models
Two Types of Channels
• Personal– One - one
– One to group
– Social channels
• Nonpersonal (mass media)– Print media
– Broadcast media
Chapter 4 : Communications Process Models
Experiential Overlap
SenderExperience
SenderExperience
ReceiverExperience
ReceiverExperience
Different Worlds
SenderExperience
SenderExperience
ReceiverExperience
ReceiverExperience
SenderExperience
SenderExperience
High CommonalityReceiverExperience
Moderate Commonality
Chapter 4 : Communications Process Models
Levels of Audience Aggregation
Mass Markets(Advertising)
Market Segments(Advertising, Sales Promotion,
Direct Marketing)
Niche Markets(Personal Selling, Direct Marketing)
Small Groups(Advertising,
Personal Selling)
Individuals(Personal Selling)
Chapter 4 : Communications Process Models
Traditional Response Hierarchy Models
• Developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behaviour
Chapter 4 : Communications Process Models
Models of the Response Process (Fig. 4-3)
Stages
Cognitive
Affective
Behavioral
AIDA
model
Attention
Interest
Desire
Action
Hierarchy of
effects model
Awareness
Knowledge
Linking
Preference
Conviction
Purchase
Innovation
adoption
Awareness
Interest
Evaluation
Trial
Information
Processing
Presentation
Attention
Comprehension
Yielding
Retention
BehaviorAdoption
Chapter 4 : Communications Process Models
Models Of Obtaining Feedback
Effectiveness tests Persuasion ProcessCirculation reach Exposure, presentation
Listener, reader,Viewer recognition Attention
Recall, checklists Comprehension
Brand attitudes,Purchase intent
Message acceptance/yielding
Recall over time Retention
Inventory, POPConsumer panel Purchase behavior
Chapter 4 : Communications Process Models
Alternative Response Hierarchies
• Models of information processing– Identifies three alternative orderings of the three stages– Based on perceived product differentiation and product
involvement
• Standard learning model– Sequence of:
Learn do feel
Chapter 4 : Communications Process Models
An Alternative Response Hierarchy(Fig.4-5)
High LowH
igh
Lo
wTopical
Involvement
Per
ceiv
ed p
rod
uct
dif
fere
nti
atio
n
Learning ModelInvolvement
Model
Dissonance/Attribution Model
Cognitive
Affective
Conative
Conative
Affective
Cognitive
Cognitive
Conative
Affective
Chapter 4 : Communications Process Models
Integrated Information Response Model
• Involves traditional and low-involvement response hierarchy models
• Suggests that different response patterns that can result from advertising
Chapter 4 : Communications Process Models
Integrated Information Model (Fig.4-7)
Cognition Trial Affect Commitment
Informationsource
Informationacceptance Cognitions Affect Conation
Directexperience High Higher-order
beliefsHigher-order
affect Commitment
Advertising LowLower-order
beliefs
Lower-orderaffect
Trial+
Chapter 4 : Communications Process Models
The Cognitive Response Approach
• Cognitive responses– The thoughts that occur to consumers while reading,
viewing, and/or hearing a communication
• Assumption that these thoughts reflect the recipient’s cognitive processes or reactions that shape acceptance or rejection of the message
Chapter 4 : Communications Process Models
Framework for Studying How Advertising Works
• Three critical intermediate effects between advertising and purchase:– Cognition- “thinking” dimension of a consumer’s
response– Affect- “feeling” dimension– Experience- feedback dimension based on the
outcomes of product purchase and usage
Chapter 4 : Communications Process Models
How Advertising Works (Fig.4-10)