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

MESSAGE
SENDER RECEIVER
ENCODING DECODING
CHANNEL

NOISE

FEEDBACK RESPONSE
• 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
HIERARCHY-OF- INFO
AIDA EFFECTS INNOVATION- PROCESSING
STAGES MODEL MODEL ADOPTION MODEL
(Lavidge and MODEL (William
Steiner) McGuire)

AWARENESS PRESENTATION
COGNITIVE ATTENTION AWARENESS ATTENTION
STAGE
KNOWLEGE COMPREHENSION

INTEREST LIKING INTEREST YIELDING

AFFECTIVE PREFERENCE
STAGE
DESIRE CONVICTION EVALUATION RETENTION

TRIAL
BEHAVIOR ACTION PURCHASE BEHAVIOR
STAGE
ADOPTION
PRESENTATION Circulation reach
ATTENTION Recognition
COMPREHENSION Recall

YIELDING Attitudes,
Intent to buy
• Delineate steps
• Potential buyers at
RETENTION different stages
Recall over time

BEHAVIOR PoS data

Consumer panel
 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 FEELING

INFORMATIVE (THINKER) AFFECTIVE (FEELER)

HIGH Car, House Jewelry, Cosmetics
INVOLV- Learn—Feel—Do Feel—Learn—Do
EMENT Test: Recall Test: Attitude change
Diagnostics Emotional arousal
Media: Long copy Media: Large space
Reflective vehicles Image specials
Creative: Specific info Creative: Executional impact
Demos

HABIT FORMATION (DOER) SELF-SATISFACTION (REACTOR)

Food, Household items Liquor, Candy
LOW
INVOLV- Do—Feel—Learn
EMENT Test: Sales Do—Feel—Learn
Media: Small space ads Test: Sales
Radio, POS Media: Billboards
Creative: Reminder 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