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    Chapter 5: The Communication Process

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    Peishi Ong
    This document summarizes key concepts in communication processes and models. It describes one-way and two-way communication models and their application to marketing. It also outlines factors that influence the communication process, including the source (credibility, attractiveness, power), message (structure, appeal), channel, and receiver response stages (AIDA model, hierarchy of effects model). Finally, it discusses how involvement can impact a consumer's response to communications.

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    Chapter 5: The Communication Process

    Uploaded by

    Peishi Ong
    62 views16 pages
    This document summarizes key concepts in communication processes and models. It describes one-way and two-way communication models and their application to marketing. It also outlines factors that influence the communication process, including the source (credibility, attractiveness, power), message (structure, appeal), channel, and receiver response stages (AIDA model, hierarchy of effects model). Finally, it discusses how involvement can impact a consumer's response to communications.

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    This document summarizes key concepts in communication processes and models. It describes one-way and two-way communication models and their application to marketing. It also outlines factors that influence the communication process, including the source (credibility, attractiveness, power), message (structure, appeal), channel, and receiver response stages (AIDA model, hierarchy of effects model). Finally, it discusses how involvement can impact a consumer's response to communications.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    62 views16 pages

    Chapter 5: The Communication Process

    Uploaded by

    Peishi Ong
    This document summarizes key concepts in communication processes and models. It describes one-way and two-way communication models and their application to marketing. It also outlines factors that influence the communication process, including the source (credibility, attractiveness, power), message (structure, appeal), channel, and receiver response stages (AIDA model, hierarchy of effects model). Finally, it discusses how involvement can impact a consumer's response to communications.

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    Chapter 5: The Communication Process

    What is communication?

    Words, pictures, sounds, and colors are often


    used for communication. Yet they have
    different meanings to different audiences, and
    peoples 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

    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
    Stages

    AIDA
    model

    Hierarchy of
    effects model

    Innovation
    adoption
    model

    Information
    processing model

    Cognitive
    stage

    Attention

    Awareness
    Knowledge

    Awareness

    Presentation
    Attention
    Comprehension

    Affective
    stage

    Interest
    Desire

    Liking
    Preference
    Conviction

    Interest
    Evaluation

    Yielding
    Retention

    Behavior
    stage

    Action

    Purchase

    Trial
    Adoption

    Bahavior

    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

    The Impact of Involvement on consumers response process


    Involvement: Personal relevance. But with what?
    Antecedents of involvement
    Possible impact of involvement
    Personal factors
    Needs
    Importance
    Interest
    Values
    Object or stimulus
    factors
    - Differentiation of
    alternatives
    - Source of
    communication
    - Content of
    communication

    Situational factors
    - Purchase/use
    - Occasion

    Elicitation of counter-arguments
    to ads
    Effectiveness of ad to induce
    purchase
    Involvement
    With advertisements
    With Products
    With purchase decisions

    Relative importance of the


    product class
    Perceived differences in product
    attributes
    Preference of a particular brand
    Influence of price on brand
    choice
    Amount of information search
    Time spent deliberating
    alternatives
    Type of decision rule used in
    choice

    Chapter 6: Source, Message, and Channel


    Factors
    The Basic Model of Communication

    Encoding

    Message/
    Channel
    Noise

    Decoding

    Receiver

    Response

    Feedback

    Source/
    Sender

    Sources Factors

    the person or business that is involved in the


    communication of a promotional message.

    direct source

    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

    Attractiveness: the extent to which the receiver


    identifies with the source. identification
    - similarity
    - familiarity
    - likeability

    Source Power

    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.

    Order of presentation (primacy effect, recency effect)

    Conclusion drawing

    Message sidedness (one-sided or two-sided)

    Refutation

    Verbal versus visual messages

    Message Factor: Appeal


    - the manner or style used to communicate the
    promotional message.
    Rational vs. Emotional

    Comparative advertising

    Fear appeals

    Humor appeals

    Channel Factors

    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).

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