3

Communication Response Models

 Chapter Objectives
• To understand the basic elements of the
communication process and the role of
communication in marketing.
• To examine various communication response
models.
• To analyze the response processes of receivers
of marketing communications, including
alternative response hierarchies and their
implications for promotional planning and
strategy.
• To examine the nature of consumers’ cognitive
processing of marketing communications.
• To summarize an integrative communication
response model from a theoretical and
managerial perspective.

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The Communications Process

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 Source

• Sender or source of communication is

the person or organization that has
information to share.
• A source can be:
– An individual
– A nonpersonal entity

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 Message

• Contains the information or meaning

the source hopes to convey.
– Verbal or nonverbal
– Written, oral, or symbolic
• Developed as a result of the encoding
process.
– Encoding involves putting thoughts,
ideas, or information into symbolic form.

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 There are many forms of encoding

Encoding

Verbal Graphic Musical Animation

• Spoken • Pictures • Arrange- • Action/

Word ment Motion
• Drawings
• Written • Instrum- • Pace/
Word • Charts entation Speed

• Song • Voices • Shape/

Lyrics Form

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 Semiotics

• The study of the nature of meaning,

asking how our reality – words,
gestures, myths, signs, symbols,
products/services, theories – acquire
meaning.
• Advertising and marketing researchers
are interested in semiotics to better
understand the symbolic meaning which
might be conveyed in a communication.

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 The Semiotic Perspective

Three Components to every marketing message

Object
Brand such as
Marlboro

Sign or symbol
Interpretant/
representing
intended meaning
intended
(masculine,rugged
meaning
individualistic)
(Cowboy)

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What is the symbolic meaning of the Snuggle
bear?

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Images encoded in pictures powerfully
convey emotions

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 Channel

• The method by which the

communication travels from the source
or sender to the receiver.

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 Channels of Communication

Personal
Selling
Personal
Channels
Word of
Mouth

Print
Media
Nonpersonal
Channels
Broadcast
Media

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 Receiver

• The person or people with whom the

sender shares thoughts or information.
• Generally consumers in the target
market or audience.

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 Levels of Audience Aggregation

Figure 3-2

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Marketing to Different Audience Groups

Mass Markets  Mass Communication

Market Segments  Variety of

relevant media

Niche Markets  Personal

selling or highly
targeted media
Small Groups  One
message and
medium
Individuals 
Personal
selling

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 Decoding

• Transforming the sender’s message

back into thought.
• Heavily influenced by receiver’s frame
of reference or field of experience.
• Effective communication more likely
when parties share some common
ground.

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 Noise

• Unplanned distortion or interference.

• Examples include:
– Errors or problems during message’s
encoding
– Distortion in radio or television signal
– Distractions at the point of reception

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 Response vs. Feedback

Response
• Receiver’s set of reactions after seeing,
hearing, or reading the message.
• Feedback is the part of the response
communicated back to the sender.
– Closes the loop in the communications
flow and lets sender monitor how
encoded message is being decoded and
received.

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