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Comm Process

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Comm Process

Uploaded by

kathleen.jao0629
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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The Communication Process

DISCUSSION OUTLINE

ü Nature of Communication
ü Basic Model of Communication
ü Analyzing the Receiver Response Process
ü Cognitive Processing of Communication
ü Persuasion Matrix
ü Source Factors
ü Message Factors
ü Channel Factors
Nature of Communication
Communication: defined as
the passing of information,
the exchange of ideas, or
the process of establishing
a commonness or oneness
of thought between a
sender and a receiver.
Nature of Communication
Communication:
ü information exchange
ü common understanding
ü success depends on the nature
of message, audience’s
interpretation of it, and
environment in which is it
received.
Nature of Communication
Communication:
ü Receiver’s perception of the
source
ü Medium used to transmit the
message
ü Language as barrier
Basic Model of Communication

Sender’s Field of Receiver’s Field of


Experience Experience

Source Encoding Channel Decoding Receiver


Sender Message

Noise

Feedback
Basic Model of Communication

Sender/Source: is the person or


organization that has information
to share with another person or
group of people. The source
may be an individual or a non-
personal entity.
Basic Model of Communication

Encoding: is a process which


involves putting thoughts, ideas,
or information into a symbolic
form.
Basic Model of Communication
Message: contains the information or
meaning the source hopes to convey. It
may be verbal or nonverbal, written or
symbolic.
In advertising, its not the actual words
of the message that determine its
communication effectiveness but rather
the impression or image the ad
creates.
Basic Model of Communication
Semiotics: studies the nature of meaning
and asks how our reality – words,
gestures, myths, signs, symbols,
products/services, theories – acquires
meaning.
Important in marketing communications
since products and brands acquire
meaning through the way they are
advertised and consumers use products
and brands to express their social
identities.
Basic Model of Communication
3 Basic Components of Marketing
Message:
1.Object: is the product that is the focus of
the message (e.g., Malboro Cigarettes)
2. Sign or Symbol: is the sensory imagery
that represents the intended meanings
of the object (e.g., the Malboro Cowboy)
3.Interpretant: is the meaning derived
(e.g., rugged, individualistic american)
Basic Model of Communication
Channel: is the method by which the
communication travels from the source or
sender to the receiver. Channels of
communication are of two types, personal
and non-personal. Personal channels are
direct interpersonal (face-to-face) contact
with target individuals or groups (e.g.
salespeople, friends, neighbors, co-
workers or family members).
Basic Model of Communication
Non-personal channels are those that
carry a message without interpersonal
contact between sender and receiver.
Generally referred to as the mass media
since the message is sent to many
individuals at one time (e.g., TV
commercial, radio broadcast)
Basic Model of Communication
Receiver: persons with whom the sender
shares thoughts or information. Generally,
receivers are consumers in the target
market or audience who read, hear,
and/or see the marketeer’s message and
decode it.
Basic Model of Communication
Decoding: is the process of transforming
the sender’s message back into thought.
This process is heavily influenced by the
receiver’s frame of reference or field of
experience.
Noise: unplanned distortion or
interference. Errors or problems that
occur in the encoding of the message,
distortion in a radio or television signal, or
distractions at the point of reception.
Basic Model of Communication
Response: is the receiver’s set of
reactions after seeing, hearing or reading
the message.
Feedback: part of the receiver’s response
that is communicated back to the sender
and closes the loop in the communication
flow.
Analyzing the Receiver

Target Audience: consist of individuals,


groups, niche markets, market segment,
or a general public or mass audience who
have specific needs and for whom the
communication must be specifically
tailored.
Analyzing the Receiver
Level of Audience Aggregation
Mass Markets and Audiences
Largest number of present and potential customers through mass
communication such advertising or publicity
Markets Segments
Broader classes of buyers who have similar needs
and can be reached with similar messages

Niche Markets
Very small, well-defined groups of
customers
Individual
The Response Process

ü receiver may go through in moving


toward a specific behavior (i.e.,
purchasing a product)
ü How promotional efforts of the marketer
influence consumer responses.
The Response Process
Traditional Response Hierarchy

Models
Stages AIDA Hierarchy of Innovation Information
Effects Adoption Processing
(Lavidge
Cognitive Attention Awareness Awareness Presentation
Attention
Knowledge
Comprehension
Liking Yielding
Interest Interest
Preference
Affective
Desire Conviction Evaluation Retention
Trial

Action
Behavioral Purchase Adoption Behavior
The Response Process
ü Cognitive Stage: represents what the receiver
knows or perceives about the particular product
or brand.
ü Affective Stage: refers to the receiver’s feelings
or affect (like or dislike) for the particular brand.
ü Behavioral Stage: refers to the consumer’s
action toward the brand: trial, purchase,
adoption or rejection.
The Response Process
Implications of the Traditional Hierarchy Model
ü Delineate the series of steps potential
purchasers must be taken through to move
them from awareness of a product or service to
readiness to purchase it.
ü Potential buyers may be at different stages in
the hierarchy, so the advertiser will face different
sets of communication problems.
The Communication Process

• Communications efforts should be


viewed from the perspective of
managing customer relationships over
time.

• The communication process begins with


an audit of all potential contacts a
customer might have with the brand.

• Effective communication requires


knowledge of how communication works
The Promotions Planning Process

Identify target audience

Determine objectives

Design message

Select channels

Establish budget

Decide on media miix

Measure results

Manage integrated marketing


communications
Developing Effective Communication

Step 1: Identifying the Target Audience


- Affects decisions related to what, how, when, and where
message will be said, as well as who will say it

Step 2: Determine Communication Objectives

- Six buyer readiness stages

Awareness Knowledge Liking Preference Conviction Purchase


Developing Effective Communication

Step 3: Designing a Message


- AIDA framework guides message design
- Message content contains appeals or
themes designed to produce desired
results

• Rational appeals
• Emotional appeals
- love, pride, joy, humor, fear, guilt, shame
• Moral appeals
Developing Effective Communication

Step 3: Designing a Message


- Message Structure: key decisions are required
with respect to three message structure issues:
• Whether or not to draw a conclusion
• One-sided vs two-sided argument
• Order of argument presentation

- Message Format: design, layout, copy, color,


shape, movement, words, sounds, voice, body
language, dress, etc.
Developing Effective Communication

Step 4: Choosing Media (and Media Mix)


- Personal communication channels
• Includes face-to-face, phone, mail, and
interne chat communication
• Word-of-mouth influence is often critical
• Buzz marketing cultivate opinion leaders
- Non-personal communication channels
• Includes media, atmosphere, and events
Assignment
Following the four (4) steps above, focus
on one existing product in the market
today and create your own marketing
message and media mix.

Be ready to present your output in not


more than 10 mins next f2f meeting. Make
3 groups.

Be creative, comprehensive and concise.

Enjoy!

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