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The Communications Process

Fields of Experience. Source / Sender. Receiver / Audience. Channel. Encoding. Decoding. MESSAGE. Response Feedback Loop. The Communications Process. Noise. Graphic Pictures Drawings Charts Musical Arrangement Instrumentation Voice or chorus. Verbal Spoken word Written word

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The Communications Process

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  1. Fields of Experience Source / Sender Receiver / Audience Channel Encoding Decoding MESSAGE Response Feedback Loop The Communications Process Noise

  2. 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

  3. Human Communicators • Verbal • Vocabulary • Grammar • Inflection • Nonverbal • Gestures • Facial expression • Body language

  4. Two Types of Channels • Direct (Personal) • One-on-one • One to group • Team to group • Indirect (Media) • Paid media • Unpaid media • Special media

  5. Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience High Commonality Sender Experience Receiver Experience Experiential Overlap

  6. Mass Markets Niche Markets Small Groups Levels of Audience Aggregation Market Segments Individuals

  7. 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 Adoption Information Processing Presentation Attention Comprehension Yielding Retention Behavior Models of the Response Process Models

  8. 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 Persuasion Process Effectiveness Test

  9. An Alternative Response Hierarchy Topical Involvement High Low Learning Model Low Involvement Model Cognitive Affective Conative High Perceived product differentiation Cognitive Conative Affective Dissonance/ Attribution Model Conative Affective Cognitive Low

  10. 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 Response Model

  11. Foote, Cone & Belting Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

  12. Foote, Cone & Belting Grid Thinking 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration High Involvement

  13. Foote, Cone & Belting Grid Feeling 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact High Involvement

  14. Foote, Cone & Belting Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

  15. Foote, Cone & Belting Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

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