- Slides: 16
Chapter 5: The Communication Process n What is communication? n Words, pictures, sounds, and colors are often used for communication. Yet they have different meanings to different audiences, and people’s perceptions and interpretations of them vary.
One-Way Communication Model Source/ Sender Encoding Message/ Channel Decoding Receiver Response Noise
Two-Way Communication Model Encoding Message/ Channel Decoding Receiver Response Feedback Source/ Sender Noise
Marketing Communication Process n n n Pros and Cons of one-way vs. two-way communication Of the five marketing communication tools, which are one/two-way communication? Components of marketing communication - source/sender - encoding - message/channel - decoding - receiver - response/feedback - noise
The Receivers Mass Markets and Audiences Market Segments One-way Mass communication Niche Markets Individual and Group Audiences Two-way Personal communication
The Response Process Traditional models of the response process
Cognitive Processing of Communications: A model of cognitive response Exposure to Ad Cognitive responses Attitudes Product/ message thoughts Brand attitudes Sourceoriented thoughts Ad execution thoughts Behavioral Intention Purchase intention At. toward Ad
Chapter 6: Source, Message, and Channel Factors The Basic Model of Communication Encoding Message/ Channel Noise Decoding Receiver Response Feedback Source/ Sender
Sources Factors n the person or business that is involved in the communication of a promotional message. n direct source n indirect source Characteristics: credibility, attractiveness, and power
Source Credibility - the extent to which the receiver perceives the source to be trustful or believable. internalization
Source Attractiveness n Attractiveness: the extent to which the receiver identifies with the source. identification - similarity - familiarity - likeability
Source Power n A source has power when he or she can actually administer rewards and punish to the receiver. compliance
Message Factors: Structure - the manner or framework used for structuring or communicating the information. n Order of presentation (primacy effect, recency effect) n Conclusion drawing n Message sidedness (one-sided or two-sided) n Refutation n Verbal versus visual messages
Message Factor: Appeal - the manner or style used to communicate the promotional message. Rational vs. Emotional n Comparative advertising n Fear appeals n Humor appeals
Channel Factors n n Personal vs. non-personal channels Effects of alternative mass media (e. g. , self-paced vs. externally paced) Effects of context and environment (e. g. , qualitative media effect) Clutter (all the non-program material that appears in the broadcast environment such as commercials, public announcements and the like).