Module 2 Communication Process 2003

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MODULE 2 COMMUNICATION PROCESS

Function of all elements of IMC is to communicate Several factors influence communication Effective communication Communication: Passing information, Exchange of ideas, or establish commonness of thought b/w sender and receiver Communication process often complex

BASIC COMMUNICATION MODEL

SENDER

MESSAGE ENCODING DECODING

RECEIVER

CHANNEL

NOISE FEEDBACK RESPONSE

SENDER /SOURCE * Person/ Organization* Source characteristics affect message perceptions * Encoding: Put message in symbolic form Select words, symbols, pictures etc. to represent the message

MESSAGE* Contains info that source wants to convey * Verbal/Nonverbal; Oral/ Written/ Symbolic * Form dependent on channel of comm.

Semiotics: Study of nature of meanings and how these meanings are acquired. Object; Sign/symbol; Interpretant

CHANNELMethod by which communication travels from source to receiver Personal {social} channels and Nonpersonal (mass media) channels

RECEIVER / DECODINGPerson with whom sender shares information. Decoding transforms message back to thought. Frame of reference / Field of experience Decoding = Encoding for effective communication

NOISEExtraneous factor interfering with communication reception

RESPONSE / FEEDBACKReceivers reactions after seeing, hearing or reading message Observable or unobservable actions Feedback Depends on type of communication

SUCCESSFUL COMMUNICATION ANALYZE THE RECEIVERIdentify and understand target audience Individuals, Groups Organization, Niche, or Segment

RESPONSE HIERARCHY MODELSSTAGESAIDA MODELHIERARCHY-OFINNOVATIONEFFECTS MODEL ADOPTION (Lavidge and MODEL Steiner) INFO PROCESSING MODEL (William McGuire) PRESENTATION

AWARENESS AWARENESS KNOWLEGE INTEREST DESIRE BEHAVIOR STAGE ACTION LIKING PREFERENCE CONVICTION EVALUATION PURCHASE TRIAL ADOPTION INTEREST

COGNITIVE ATTENTION STAGE

ATTENTION

COMPREHENSION

YIELDING RETENTION BEHAVIOR

AFFECTIVE STAGE

PRESENTATION ATTENTION COMPREHENSION

Circulation reach Recognition Recall

YIELDING RETENTION

Attitudes, Intent to buy Recall over time

Delineate steps

Potential buyers at different stages

BEHAVIOR

PoS data Consumer panel

ALTERNATE RESPONSE HIERARCHIES(Product differentiation and Product involvement) STANDARD LEARNING HIERARCHY Learn Feel Do DISSONANCE / ATTRIBUTION HIERARCHY Do Feel Learn LOW INVOLVEMENT HIERARCHY Learn Do Feel (based on Krugmans theory) Implications of alternate response hierarchies

INVOLVEMENT Understand customer info processing and how info affects advertising recipients Personal relevance Traits of person; Characteristics of stimulus (Difference in media type, Product class, Content of Communication); Situational factors

FCB PLANNING MODELTHINKING INFORMATIVE (THINKER)Car, House HIGH INVOLV- LearnFeelDo EMENT Test: Recall Diagnostics Media: Long copy Reflective vehicles Creative: Specific info Demos

FEELING AFFECTIVE (FEELER)Jewelry, Cosmetics FeelLearnDo Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional impact

HABIT FORMATION (DOER)Food, Household items LOW INVOLV- DoFeelLearn Test: Sales EMENT

SELF-SATISFACTION (REACTOR)Liquor, Candy DoFeelLearn Test: Sales Media: Billboards Newspapers, POS Creative: Attention

Media: Small space ads Radio, POS Creative: Reminder

COGNITIVE PROCESSING OF COMMUNICATION COGNITIVE RESPONSE APPROACH Product/ Message thoughts(Support Arguments and Counterarguments)

Source oriented thoughts Ad execution thoughts THE ELABORATION LIKELIHOOD MODEL

Central route to persuasionPeripheral route to persuasion