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Chapter 5The
Communication Process
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Figure 5.1 - A Model of the Communication Process
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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
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Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Communications Channels
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth/Mouse
Print Media
Broadcast Media
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Basic Model of Communication
Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success
Message characteristics
Individual sender or receiver characteristics
Social network characteristics
Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message
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Basic Model of Communication
Receiver: Person with whom the sender shares thoughts or information
Decoding: Transforming the sender’s message into thought Heavily influenced by the receiver’s field of
experience Field of experience: The experiences, perceptions,
attitudes, and values a person brings to the communication situation
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Basic Model of Communication
Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the
sender and receiver don’t overlap
Response: Receiver’s set of reactions after seeing, hearing, or reading the message
Feedback: Receiver’s response that is communicated back to the sender
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Figure 5.2 - Levels of Audience Aggregation
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Figure 5.3 - Models of the Response Process
9
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Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy
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Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing
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Figure 5.6 - The Social Consumer Decision Journey
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Figure 5.7 - A Model of Cognitive Response
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Elaboration Likelihood Model (ELM)
Focuses on the differences in the ways consumers process and respond to persuasive messages
Attitude formation or change process Depends on the amount and nature of elaboration
that occurs in response to a persuasive message
Elaboration likelihood is a function of: Motivation
Ability
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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
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts
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Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
Central route – ability and motivation to process a message is high and close attention is paid to message content
Central route – ability and motivation to process a message is high and close attention is paid to message content
Routes to Attitude Change
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Figure 5.9 - A Framework for StudyingHow Advertising Works
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