“advertising is a paid, mediated form of

communication from an identifiable source,

designed to persuade the receiver to take some
action, now or in the future.”
 The Nature of Communication

The communication process is complex, and often unsuccessful

 Advertising communication
It can be defined as a perception process of the source, a message, a
communication channel, and a receiver. A receiver might sometimes
become the source of information by communicating the message to
family and friends. This kind of communication is called word-of-
mouth communication, which involves social interactions between
two or more people
Source Encoding
 Forms of Encoding

Verbal Graphic Musical Animation

• Spoken • Pictures • Arrange- • Action/

Word ment Motion
• Drawings
• Written • Instrum- • Pace/ Speed
Word • Charts entation
• Shape/
• Song • Voices Form
Lyrics
 The Semiotic Perspective

Object

Interpretant Sign/Symbol
 Communication Channel

Personal Nonpersonal
Channels Channels

Word of Personal Print Broadcast

Mouth Selling Media Media
 Successful Communication

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target

audience

Receive feedback
Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual
and Group
Audiences
The Response Process
 Obtaining Feedback

Effectiveness Tests Persuasion Process

Circulation reach Exposure/presentation

Listener, reader,
viewer recognition Attention

Recall, checklists Comprehension

Brand attitudes, Message acceptance/

purchase intent yielding

Recall over time Retention

Inventory
POP consumer panel Purchase behavior
Scanner data
A Model of Cognitive Response