5

The Communication Process

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
• https://www.youtube.com/watch?v=Xj
JQBjWYDTs
• https://www.youtube.com/watch?v=N
433aXwj59E
• The video was released in the summer of 2014 by posting it on YouTube and Facebook and
asking female celebrities and other influential women to share it across their social media
accounts.
• In its first four days the video amassed 8.5 million views and nearly 250,000 Facebook
interactions while the hashtag #LikeAGirl was mentioned in nearly 15,000 tweets.
• The viral activity was just getting started; by the end of 2014 the video was viewed more than 85
million times online worldwide, including 54 million views for the English-language version,
making it among the top viral videos of the year.
• It has also been shared 1.5 million times on social media and generated more than 4.4 billion
impressions worldwide. Moreover, the video was doing more than attracting viewers and being
shared.
 Communication Problems

• There are several widely cited examples of translation problems.

• For example, when Coca-Cola introduced its brand into China,
the Chinese characters sounded like Coca-Cola but meant “bite
the wax tadpole.” With the help of a language specialist, the
company substituted four Mandarin characters that retained the
Coca-Cola sound but mean “can happy, mouth happy.”
• KFC also encountered translation problems when the company
first entered China in 1986 as its classic “Finger-lickin good”
tagline was wrongly translated in Chinese to “eat your fingers
off.”
• Then there is the classic story of when General Motors (GM) and
Chevrolet introduced its nova to Latin America: The car did not
do well because “no va” means “won’t go” in spanish.
 The Nature of Communication

The communication process is complex, and often unsuccessful

 Forms of 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
 The Semiotic Perspective

Object

Interpretant Sign/Symbol
An Image Can Convey More Than Words
What is the symbolic meaning of this Levi ad?

The Model

The Clothes

The Setting

The Statement

The Tag Line

 Communication Channel

Personal Nonpersonal
Channels Channels

Word of Personal Print Broadcast

Mouth Selling Media Media
Marketers Embrace Buzz Marketing

https://www.youtube.com/watch?v=lqT_dPApj9U
 Field of Experience Overlap

Different Worlds

Sender Receiver
Experience Experience

Moderate Commonality
Receiver
Sender Experience
Experience

High Commonality
Receiver
Receiver Experience
Sender
Experience
Experience
Noise
 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
 Alternative Response Hierarchies

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

High
Cognitive Cognitive
differentiation

Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive
Dissonance/Attribution Model
 Cognitive Response

A method for examining consumers’ cognitive

processing of advertising messages by looking at
their cognitive responses to hearing, viewing, or
reading communications

Examines thoughts that are evoked

by an advertising message

Consumers write down or verbally report

their reactions to a message
 A Model of Cognitive Response

https://www.youtube.com/watch?v=qJV-8hwGjdc
 Cognitive Response Categories

Product/Message Thoughts

Counterarguments Support arguments

Source-Oriented Thoughts

Source derogation Source bolstering

Ad Execution Thoughts

Thoughts about Affect attitude

the ad itself toward the ad
 Elaboration Likelihood Model

Focuses on the way consumers respond to persuasive

messages, based on the amount and nature of elaboration
or processing of information

Routes to attitude change

Central route – Peripheral route –

ability and
motivation to process
a message is high and
close attention is paid
to message content
ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues
than on message
content
 Test Your Knowledge

The elaboration likelihood model (ELM) states that there

are two routes to persuasion, the central route and the
peripheral route. With the peripheral route:
A) The message is more likely to be received
if a celebrity endorser is used
B) The message should lots of information
C) The receiver is viewed as very actively
involved in the communication process
D) The quality of the message claims are
more important than the spokesperson,
headline, pictures, or music bed
E) The sender is dealing with a high-
involvement buying situation
Celebrity Endorsers Can Be Peripheral Cues

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How Advertising Works