The Communication Process

The Communications Process



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




Experiential Overlap



Semiotics

• Three Components of a marketing message




What is the symbolic meaning of the Snuggle bear?



Two Types of Channels

• Direct (Personal)


-One-on-one
-One to group
-Team to group


• Indirect (Media)


-Paid media
-Unpaid media
-Special media




Human Communicators

• Verbal


-Vocabulary
-Grammar
-Inflection


• Nonverbal


-Gestures
-Facial expression
-Body language




Levels of Audience Aggregation



Models of the Response Process



Advertising is used to make consumers aware of new products and their features



Models of Obtaining Feedback



An Alternative Response Hierarchy



An ad for a low involvement product



Involvement Concept



Foote, Cone & Belding Grid











Cognitive Response

• A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications


• Examines types of thoughts that are evoked by an advertising message




A Model of Cognitive Response



Cognitive Response Categories

• Product/Message Thoughts


Counter arguments, support arguments


• Source - Oriented Thoughts


Source derogation – source bolstering


• Ad – Execution Thoughts


Thoughts about the ad itself
Affect attitude toward the ad
Important determinant of advertising effectiveness



The Elaboration Likelihood Model



• Routes to attitude change


-Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content
-Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content



Central processing usually occurs for high involvement products



Central processing usually occurs for high involvement products



Central processing usually occurs for high involvement products