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Chapter 5: The Communication Process

Chapter 5: The Communication Process. What is communication? Words, pictures, sounds, and colors are often used for communication. Yet they have different meanings to different audiences, and people’s perceptions and interpretations of them vary. One-Way Communication Model. Source/ Sender.

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Chapter 5: The Communication Process

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  1. Chapter 5: The Communication Process • What is communication? • Words, pictures, sounds, and colors are often used for communication. Yet they have different meanings to different audiences, and people’s perceptions and interpretations of them vary.

  2. One-Way Communication Model Source/ Sender Encoding Message/ Channel Decoding Receiver Response Noise

  3. Two-Way Communication Model Source/ Sender Encoding Message/ Channel Decoding Receiver Feedback Response Noise

  4. Marketing Communication Process • Pros and Cons of one-way vs. two-way communication • Of the five marketing communication tools, which are one/two-way communication? • Components of marketing communication - source/sender - encoding - message/channel - decoding - receiver - response/feedback - noise

  5. The Receivers Mass Markets and Audiences One-way Mass communication Market Segments Niche Markets Individual and Group Audiences Two-way Personal communication

  6. The Response Process Traditional models of the response process

  7. Cognitive Processing of Communications: A model of cognitive response Behavioral Intention Cognitive responses Attitudes Product/ message thoughts Brand attitudes Exposure to Ad Source- oriented thoughts Purchase intention Ad execution thoughts At. toward Ad

  8. Chapter 6: Source, Message, and Channel Factors The Basic Model of Communication Source/ Sender Encoding Message/ Channel Decoding Receiver Noise Feedback Response

  9. Sources Factors • the person or business that is involved in the communication of a promotional message. • direct source • indirect source Characteristics: credibility, attractiveness, and power

  10. Source Credibility - the extent to which the receiver perceives the source to be trustful or believable. internalization

  11. Source Attractiveness • Attractiveness: the extent to which the receiver identifies with the source.  identification - similarity - familiarity - likeability

  12. Source Power • A source has power when he or she can actually administer rewards and punish to the receiver.  compliance

  13. Message Factors: Structure - the manner or framework used for structuring or communicating the information. • Order of presentation (primacy effect, recency effect) • Conclusion drawing • Message sidedness (one-sided or two-sided) • Refutation • Verbal versus visual messages

  14. Message Factor: Appeal - the manner or style used to communicate the promotional message. Rational vs. Emotional • Comparative advertising • Fear appeals • Humor appeals

  15. Channel Factors • Personal vs. non-personal channels • Effects of alternative mass media (e.g., self-paced vs. externally paced) • Effects of context and environment (e.g., qualitative media effect) • Clutter (all the non-program material that appears in the broadcast environment such as commercials, public announcements and the like).

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