Module 2 Communication Process 2003

MODULE 2 COMMUNICATION PROCESS

• Function of all elements of IMC is to communicate • Several factors influence communication • Effective communication • Communication: Passing information, Exchange of ideas, or establish commonness of thought b/w sender and receiver • Communication process often complex

BASIC COMMUNICATION MODEL

SENDER

MESSAGE DECODING

ENCODING

CHANNEL

NOISE FEEDBACK

RESPONSE

RECEIVER

• SENDER /SOURCE * Person/ Organization * Source characteristics affect message perceptions * Encoding: Put message in symbolic form Select words, symbols, pictures etc. to represent the message

• MESSAGE * Contains info that source wants to convey * Verbal/Nonverbal; Oral/ Written/ Symbolic * Form dependent on channel of comm.

Semiotics: Study of nature of meanings and how these meanings are acquired. Object; Sign/symbol; Interpretant

• CHANNEL Method by which communication travels from source to receiver Personal {social} channels and Nonpersonal (mass media) channels

• RECEIVER / DECODING Person with whom sender shares information. Decoding transforms message back to thought. Frame of reference / Field of experience Decoding = Encoding for effective communication

• NOISE Extraneous factor interfering with communication reception

• RESPONSE / FEEDBACK Receiver’s reactions after seeing, hearing or reading message Observable or unobservable actions Feedback – Depends on type of communication

• SUCCESSFUL COMMUNICATION • ANALYZE THE RECEIVER Identify and understand target audience Individuals, Groups – Organization, Niche, or Segment

RESPONSE HIERARCHY MODELS STAGES

AIDA MODEL

HIERARCHY-OFINNOVATIONEFFECTS MODEL ADOPTION (Lavidge and MODEL Steiner)

AWARENESS

COGNITIVE ATTENTION STAGE

PRESENTATION

AWARENESS

AFFECTIVE STAGE

INTEREST

YIELDING

PREFERENCE DESIRE

BEHAVIOR STAGE

LIKING

ATTENTION

COMPREHENSION

KNOWLEGE INTEREST

INFO PROCESSING MODEL (William McGuire)

ACTION

CONVICTION EVALUATION PURCHASE

TRIAL ADOPTION

RETENTION BEHAVIOR

PRESENTATION

Circulation reach

ATTENTION

Recognition

COMPREHENSION

Recall

YIELDING

Attitudes, Intent to buy

RETENTION

BEHAVIOR

Recall over time

PoS data Consumer panel

• Delineate steps

• Potential buyers at different stages

ALTERNATE RESPONSE HIERARCHIES (Product differentiation and Product involvement) • STANDARD LEARNING HIERARCHY Learn Feel Do • DISSONANCE / ATTRIBUTION HIERARCHY Do Feel Learn • LOW INVOLVEMENT HIERARCHY Learn Do Feel (based on Krugman’s theory) Implications of alternate response hierarchies

INVOLVEMENT • Understand customer info processing and how info affects advertising recipients • Personal relevance Traits of person; Characteristics of stimulus (Difference in media type, Product class, Content of Communication); Situational factors

FCB PLANNING MODEL THINKING INFORMATIVE (THINKER) Car, House HIGH INVOLV- Learn—Feel—Do EMENT Test: Recall Diagnostics Media: Long copy Reflective vehicles Creative: Specific info Demos

HABIT FORMATION (DOER) Food, Household items LOW INVOLV- Do—Feel—Learn Test: Sales EMENT

Media: Small space ads Radio, POS Creative: Reminder

FEELING AFFECTIVE (FEELER) Jewelry, Cosmetics Feel—Learn—Do Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional impact

SELF-SATISFACTION (REACTOR) Liquor, Candy Do—Feel—Learn Test: Sales Media: Billboards Newspapers, POS Creative: Attention

COGNITIVE PROCESSING OF COMMUNICATION • COGNITIVE RESPONSE APPROACH Product/ Message thoughts (Support Arguments and Counterarguments)

Source oriented thoughts Ad execution thoughts • THE ELABORATION LIKELIHOOD MODEL

Central route to persuasion Peripheral route to persuasion