Chapter 4

1. Chapter 4 Communication Process Models

2. Chapter Objectives • To understand the basic elements of the communication process and the role of communications in marketing. • To examine various models of the communication process. Chapter 4 : Communications Process Models

3. Chapter Objectives • To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. • To examine the nature of consumers’ cognitive processing of marketing communications. Chapter 4 : Communications Process Models

4. The Communication Process • Source • Person or organization that has information to share with another person or group of people • Encoding • Putting thoughts, ideas, or information into symbolic form • From the source Chapter 4 : Communications Process Models

5. The Communication Process • Message • The meaning the source is trying to convey • Channel • Method by which communication travels Chapter 4 : Communications Process Models

6. The Communication Process • Decoding • The process of transforming the sender’s message back into thought • Noise • Unplanned distortion or interference throughout the communication process Chapter 4 : Communications Process Models

7. The Communication Process • Response • Receiver’s set of reactions after being exposed to the message • Feedback • Part of the receiver’s response that is communicated back to the sender Chapter 4 : Communications Process Models

8. Fields of Experience Source / Sender Receiver / Audience Channel Encoding Decoding MESSAGE Response Feedback Loop The Communications Process Noise Chapter 4 : Communications Process Models

9. Graphic Pictures Drawings Charts Musical Arrangement Instrumentation Voice or chorus Verbal Spoken word Written word Song lyrics Animation Action / motion Pace / speed Shape / form Encoding / Decoding Symbols Chapter 4 : Communications Process Models

10. Verbal Vocabulary Grammar Inflection Nonverbal Gestures Facial expression Body language Human Communicators Chapter 4 : Communications Process Models

11. Personal One - one One to group Social channels Nonpersonal (mass media) Print media Broadcast media Two Types of Channels Chapter 4 : Communications Process Models

12. Different Worlds Sender Experience Receiver Experience Sender Experience Receiver Experience High Commonality Sender Experience Receiver Experience Experiential Overlap Moderate Commonality Chapter 4 : Communications Process Models

13. Mass Markets (Advertising) Market Segments (Advertising, Sales Promotion, Direct Marketing) Niche Markets (Personal Selling, Direct Marketing) Small Groups (Advertising, Personal Selling) Individuals (Personal Selling) Levels of Audience Aggregation Chapter 4 : Communications Process Models

14. Traditional Response Hierarchy Models • Developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behaviour Chapter 4 : Communications Process Models

15. Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Information Processing Presentation Attention Comprehension Yielding Retention Behavior Models of the Response Process (Fig. 4-3) Adoption Chapter 4 : Communications Process Models

16. Circulation reach Exposure, presentation Listener, reader, Viewer recognition Attention Recall, checklists Comprehension Brand attitudes, Purchase intent Message acceptance/ yielding Recall over time Retention Inventory, POP Consumer panel Purchase behavior Models Of Obtaining Feedback Effectiveness tests Persuasion Process Chapter 4 : Communications Process Models

17. Alternative Response Hierarchies • Models of information processing • Identifies three alternative orderings of the three stages • Based on perceived product differentiation and product involvement • Standard learning model • Sequence of: Learn do feel Chapter 4 : Communications Process Models

18. Topical Involvement High Low Learning Model Involvement Model Cognitive Affective Conative High Cognitive Conative Affective Dissonance/ Attribution Model Perceived product differentiation Conative Affective Cognitive Low An Alternative Response Hierarchy(Fig.4-5) Chapter 4 : Communications Process Models

19. Integrated Information Response Model • Involves traditional and low-involvement response hierarchy models • Suggests that different response patterns that can result from advertising Chapter 4 : Communications Process Models

20. Commitment Cognition Trial Affect Information source Information acceptance Cognitions Affect Conation Lower- order beliefs Lower- order affect Advertising Low Trial + Higher-order beliefs Higher-order affect Direct experience High Commitment Integrated Information Model (Fig.4-7) Chapter 4 : Communications Process Models

21. The Cognitive Response Approach • Cognitive responses • The thoughts that occur to consumers while reading, viewing, and/or hearing a communication • Assumption that these thoughts reflect the recipient’s cognitive processes or reactions that shape acceptance or rejection of the message Chapter 4 : Communications Process Models

22. Framework for Studying How Advertising Works • Three critical intermediate effects between advertising and purchase: • Cognition- “thinking” dimension of a consumer’s response • Affect- “feeling” dimension • Experience- feedback dimension based on the outcomes of product purchase and usage Chapter 4 : Communications Process Models

23. How Advertising Works (Fig.4-10) Chapter 4 : Communications Process Models