Communication

 Communication is a process whereby

information is enclosed in a package and is
channeled and imparted by a sender to a
receiver via some medium. The receiver then
decodes the message and gives the sender a
feedback.
Basic Communication Model

Sender Channel Receiver

Message
(Source) Medium (Consumer)

Feedback
Components Of Communication
 Sender
 Receiver
 Medium
 Message
 Feedback
Communication Process
 Message Initiator
Credibility
○ Credibility of informal sources
○ Credibility of formal sources
○ Credibility of spokesperson and endorsers
○ Message credibility
○ Effect of time on source credibility: Sleeper
Effect
 Target Audience
Personal characteristics and comprehension
Involvement and Congruency
Mood
Barriers to communication
○ Selective exposure to message
○ Psychological noise
 Feedback- the receiver’s response
Advertising effectiveness research
Media and message exposure measures
Message attention and interpretation
measures
Message recall measures
Designing persuasive
communications
 Communications strategy
 Target audience
 Media strategy
 Message strategies
Involvement theory
Message structure and presentation

Resonance
Message framing
One-sided Vs two-sided messages
Comparative advertising
Order effects
Repetition
Advertising appeals
Fear
Humor
Abrasive advertising
Audience participation