Communications Theory and Models of the

Communications Process

Dr. George Belch

San Diego State University

Communications Theory and Models of the

Communications Process

Dr. George Belch

San Diego State University

.

The Communications Process

Experiential Overlap

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Different WorldsDifferent Worlds

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Moderate CommonalityModerate Commonality

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

High CommonalityHigh CommonalityReceiver

Experience

Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Communications Channels

Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self versus External Paced Media

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally PacedMedia

Externally PacedMedia

vs.vs.vs.vs.

Receive feedbackReceive feedback

Select the appropriate channel for the target audience

Select the appropriate channel for the target audience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Select the appropriate channel for the target audience

Select the appropriate channel for the target audience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Successful Communication

The Planning Matrix

Who will be effective in

getting consumers’ attention?

Who will be effective in

getting consumers’ attention?

Source/attentionSource/

attention

4

Receiver/comprehension

Receiver/comprehension

Can the receiver

comprehend the ad?

Can the receiver

comprehend the ad?

1

Which media will increase presentation?

Which media will increase presentation?

Channel/presentation

Channel/presentation

2

What type of message will

create favorable attitudes?

What type of message will

create favorable attitudes?

Message/yielding

Message/yielding

3

Receiver/comprehension

Receiver/comprehension

Channel/presentation

Channel/presentation

Message/yielding

Message/yielding

Promotional Planning Elements

Promotional PlanningPromotional Planning

CredibilityCredibility

AttractivenessAttractiveness

PowerPower

InternalizationInternalization

IdentificationIdentification

ComplianceCompliance

CredibilityCredibility InternalizationInternalization

AttractivenessAttractiveness IdentificationIdentification

Source Attributes and Receiver Processing Modes

Source AttributeSource Attribute ProcessProcess

SkillSkill

KnowledgeKnowledge

ExpertiseExpertise

UnbiasedUnbiased

TrustworthyTrustworthy

ObjectiveObjective

UnbiasedUnbiased

TrustworthyTrustworthy

ExpertiseExpertise

SkillSkill

KnowledgeKnowledge

Source Credibility

SourceSource

InformationInformation

Source Attractiveness

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source through

repeated or prolonged exposure

Knowledge of the source through

repeated or prolonged exposure

FamiliarityFamiliarity

Affection for the source resulting from physical appearance,

behavior, or other personal traits

Affection for the source resulting from physical appearance,

behavior, or other personal traits

LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity

Use of an Attractive Athlete as a Source

Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinyPerceived scrutiny

Perceived controlPerceived control

Perceived concernPerceived concern

Source Power

Source PowerSource Power

GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrange-ment

•Instrum-entation

•Voices

•Arrange-ment

•Instrum-entation

•Voices

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

VerbalVerbal GraphicGraphic MusicalMusical

There are many forms of message encoding

EncodingEncoding

Appeal mostly to the logical, rational minds

of consumers

Appeal mostly to the logical, rational minds

of consumers

Message Appeal Choices

Appeal to both the logical, rational minds of consumers and to their

feelings and emotions

Appeal to both the logical, rational minds of consumers and to their

feelings and emotions

Appeal mostly to the feelings and emotions

of consumers

Appeal mostly to the feelings and emotions

of consumers

Images Encoded in Pictures Convey Emotions Very Powerfully

Visual Images are very important in ads

Use of Humor in a Print Ad

A Model of Cognitive Response

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CounterargumentsCounterarguments Support argumentsSupport arguments

Source derogationSource derogation Source bolsteringSource bolstering

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Source bolsteringSource bolsteringSource derogationSource derogation

Support argumentsSupport argumentsCounterargumentsCounterarguments

Affect attitudetoward the adAffect attitudetoward the ad

Cognitive Response Categories

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product/Message ThoughtsProduct/Message Thoughts

Source-Oriented ThoughtsSource-Oriented Thoughts

Ad Execution ThoughtsAd Execution Thoughts