Course: Advertising Management

Topic 4: The Communication Process

PhD.c. Bahman Huseynli
ad execution–related A type of thought or cognitive response a message recipient has concerning
thoughts factors related to the execution of the ad, such as creativity, visual effects,
color, and style.
AIDA model A model that depicts the successive stages a buyer passes through in the
personal-selling process, including attention, interest, desire, and action.

attitude toward the ad A message recipient’s affective feelings of favorability or unfavorability toward
an advertisement.

buzz marketing The use of various activities that generate conversations and word-of-mouth
communication about a particular topic such as a company, brand, or
marketing activity.

central route to persuasion One of two routes to persuasion recognized by the elaboration likelihood
model. The central route to persuasion views a message recipient as very active
and involved in the communications process and as having the ability and
motivation to attend to and process a message.
channel The method or medium by which communication travels from a source or
sender to a receiver.
cognitive responses Thoughts that occur to a message recipient while reading, viewing, and/or
hearing a communication.

communication The passing of information, exchange of ideas, or process of establishing

shared meaning between a sender and a receiver.

counterargument A type of thought or cognitive response a receiver has that is counter or

opposed to the position advocated in a message.

decoding The process by which a message recipient transforms and interprets a

message.

dissonance/attribution A type of response hierarchy where consumers first behave, then develop
model attitudes or feelings as a result of that behavior, and then learn or process
information that supports the attitude and behavior.
elaboration likelihood model A model that identifies two processes by which communications can lead to
(ELM) persuasion—central and peripheral routes.
encoding The process of putting thoughts, ideas, or information into a symbolic form.

feedback Part of the message recipient’s response that is communicated back to the
sender. Feedback can take a variety of forms and provides a sender with a way
of monitoring how an intended message is decoded and received.

field of experience The experiences, perceptions, attitudes, and values that senders and receivers
of a message bring to a communication situation.

hierarchy of effects model A model of the process by which advertising works that assumes a consumer
must pass through a sequence of steps from initial awareness to eventual
action. The stages include awareness, interest, evaluation, trial, and adoption.

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 Course: Advertising Management
Topic 4: The Communication Process
PhD.c. Bahman Huseynli
information processing A model of advertising effects developed by William McGuire that views the
model receiver of a message as an information processor and problem solver. The
model views the receiver as passing through a response hierarchy that includes
a series of stages including message presentation, attention, comprehension,
acceptance or yielding, retention, and behavior.

innovation adoption model A model that represents the stages a consumer passes through in the adoption
process for an innovation such as a new product. The series of steps includes
awareness, interest, evaluation, trial, and adoption.
low-involvement hierarchy A response hierarchy whereby a message recipient is viewed as passing from
cognition to behavior to attitude change.
mass media Nonpersonal channels of communication that allow a message to be sent to
many individuals at one time.

message A communication containing information or meaning that a source wants to

convey to a receiver.

noise Extraneous factors that create unplanned distortion or interference in the

communications process.
peripheral route to In the elaboration likelihood model, one of two routes to persuasion in which
persuasion the receiver is viewed as lacking the ability or motivation to process
information and is not likely to be engaging in detailed cognitive processing.

receiver The person or persons with whom the sender of a message shares thoughts or
information.
response The set of reactions the receiver has after seeing, hearing, or reading a
message.
seeding The process of identifying and choosing the initial group of consumers who will
be used to start the diffusion or spreading of a message.

source The sender—person, group, or organization—of the message.

source bolsters Favorable cognitive thoughts generated toward the source of a message.
source derogations Negative thoughts generated about the source of a communication.

standard learning model Progression by the consumers through a learn-feel-do hierarchical response.
support argument Consumers’ thoughts that support or affirm the claims being made by a
message.

viral marketing The act of propagating marketing-relevant messages

through the help and cooperation of individual consumers.

word-of-mouth (WOM) Social channels of communication such as friends, neighbors, associates, co-
communications workers, or family members.