MODULE 2COMMUNICATION 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

SENDERSENDERENCODINGENCODING DECODINGDECODING

RECEIVERRECEIVER

CHANNELCHANNEL

MESSAGE

FEEDBACKFEEDBACK RESPONSERESPONSE

NOISENOISE

BASIC COMMUNICATION MODEL

• 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

• CHANNEL

Method by which communication travels from source to receiver

Personal {social} channels and Nonpersonal (mass media) channels

• RECEIVER / DECODING

Person with whom sender shares information.

Decoding transforms message back to thought.

Frame of reference / Field of experience

Decoding = Encoding for effective communication

• NOISE

Extraneous factor interfering with communication reception

• RESPONSE / FEEDBACK

Receiver’s reactions after seeing, hearing or reading message

Observable or unobservable actions

Feedback – Depends on type of communication

• SUCCESSFUL COMMUNICATION

• ANALYZE THE RECEIVER

Identify and understand target audience

Individuals, Groups – Organization, Niche, or Segment

RESPONSE HIERARCHY MODELS

INFO PROCESSING

MODEL(WilliamMcGuire)

AIDAMODEL

INNOVATION-ADOPTION

MODEL

HIERARCHY-OF-EFFECTS MODEL

(Lavidge and Steiner)

STAGES

COGNITIVESTAGE

AFFECTIVESTAGE

BEHAVIORSTAGE

AWARENESS

TRIAL

ADOPTION

INTEREST

EVALUATION

PURCHASE

LIKING

PREFERENCE

CONVICTION

AWARENESS

KNOWLEGE

ATTENTION

INTEREST

DESIRE

ACTION BEHAVIOR

YIELDING

RETENTION

PRESENTATION

ATTENTION

COMPREHENSION

BEHAVIOR

YIELDING

RETENTION

PRESENTATION

ATTENTION

COMPREHENSION

PoS dataConsumer panel

Attitudes, Intent to buy

Recall over time

Circulation reach

Recognition

Recall

• Delineate steps• Potential buyers at different stages

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 Krugman’s 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 MODEL

INFORMATIVE (THINKER)Car, House

Learn—Feel—Do

Test: Recall

Diagnostics

Media: Long copy

Reflective vehicles

Creative: Specific info

Demos

AFFECTIVE (FEELER)Jewelry, Cosmetics

Feel—Learn—Do

Test: Attitude change

Emotional arousal

Media: Large space

Image specials

Creative: Executional impact

HABIT FORMATION (DOER)Food, Household items

Do—Feel—Learn

Test: Sales

Media: Small space ads

Radio, POS

Creative: Reminder

SELF-SATISFACTION (REACTOR)Liquor, Candy

Do—Feel—Learn

Test: Sales

Media: Billboards

Newspapers, POS

Creative: Attention

THINKING FEELING

HIGH INVOLV-EMENT

LOW INVOLV-EMENT

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