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Communication Process and AD Response Model

Communication Process and AD Response Model

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Published by agraaru

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Published by: agraaru on Apr 30, 2009
Copyright:Attribution Non-commercial

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07/05/2013

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Marketing CommunicationMarketing Communication
 
External FlowTarget AudienceCustomers
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Past
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Current
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Potential
 
Channel Members
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Whole Sales
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Retailers
 
Companies
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Competing
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NonOthers
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Govt. agencies
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Private
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ExpertsInternal FlowTarget AudienceCompanyDepartmentEmployeesStock Holders
 
When we are watching our fewow programme on television and a problem occursin the signal transmission it interfaces with reception and lesser the impact of anycommercial.3 Factors may play a vital role in the perception and transmission of messagereceived by the audience -Selective attention-Selective distortion-Selective recallAccording will be schnamar, the likelihood that the receiver will attend anymessage can be explained by an equation:-Likelihood of attention =Perceived Reward Strength - Punishment StrengthPerceived expenditure of effort
Different types of Communication Systems
Different communication systems vary in complexity, level of communicator andreceiver contact, feedback time and adjusting to feedback The communication types can be basically under two broad heads-interpersonalcommunication and impersonal communication. The impact and influence of each differssignificantly.
Interpersonal Communication
Communication occurring at a personal level between two or more people istermed as interpersonal communication. This communication may be face to face between two people, on the telephone, or through mail.“Informal communication” concerning products or services is more likely between two friends. Such “word-of-mouth” communication is likely to be highly persuasive because one friend apparently has nothing to gain from the other friend’sfuture reactions. In many situations of high-involvement purchases of before buyingservices, consumer often rely more on informal communication.
Characteristics of different types of communication systemsTypes of CommunicationCharacteristicsComplexityContactFeedbackAdjustments
Mass communicationHighLowLongLowInterpersonalLowHighShortHighOrganizationalModerateModerateModerateModeratePubliccommunicationHighLowLongModerate
 
“Formal interpersonal communication” takes place between a sales person and a potential customer. The sales person is the sender of the message and the customer is thereceiver. This communication, when face-to-face, tends to be more effective because thesales person can immediately notice the customer’s reaction, verbal or non-verbal,indicating whether the intended message is received.Marketers are increasingly realising that non-verbal messages are sometimesmore important than verbal messages particularly in personal selling and advertising.“Feedback,” both verbal and non-verbal, in interpersonal communication enablesthe message initiator to have some indication concerning acceptance of message.Marketing communication are generally quite attentive to feedback and modify messages based on what they see or hear from the audience.
Impersonal Communication
Communication directed at a large and scattered audience is called impersonalcommunication. There is no direct contact between the sender and the receiver. Largeorganizations, both profit and non-profit, are usually the source of mass communication.They develop and transmit suitable message through specific departments or spokespersons. These messages are usually meant to reach the targeted audience or audiences to inform, influence, or persuade them. The objective of marketingcommunications is to induce purchase of a product, to create a positive attitude towards product, to impart the product a symbolic meaning, or to convince consumers that it cansatisfy their needs or wants in a better way than the competitive products.The typical mass media used are newspapers, magazines, billboards, radio,television and transit media, etc. Mass communication is used both by profit and non- profit organization.Communication initiating organisatins must develop some reasonably reliablemethod to determine whether the sent messages are reaching the intended audience, areunderstood in a proper manner and successful in achieving the set objectives. Generally,such inferences are drawn based or indirect methods. How the audiences respond towardan advertised product or service is inferred from the results. If the results are positive, it isconcluded that the message has been persuasive.Marketing companies often try to measure the effectiveness of their messages byconducting audience research.Consumers associate varying degree of credibility with different informationsources. It is believed that the more credible the source, the more persuasive the endorser is likely to be in influencing the acceptance of ad message by the audience. Endorsers inads are viewed as a “source” of information and influence audience’s acceptance of message content because of their credibility and attractiveness.

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