Communication Process

Communication Process

Sender Encoding Message Receiver

Decoding

Media

Noise

Response
Feedback

Presentation by Anjali Pashankar 2

 Communication Process

• The model underscores the key factors in effective

communication.

• Senders must know what audience they want to reach & what
response they what.

• They encode the message in a way that takes into account how
the Target audience usually decodes the message.

• Sender must transmit the message through efficient media

that reach the Target Audience.

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 Communication Process

• Sender must develop feedback channels so that they can

know the receiver’s response to message.

• It is vital that senders encoding process mesh with receivers

decoding process –in fact the more senders’ field of
experience overlaps with that of receiver –the more effective
the message.

• “The source can encode and destination can decode only in

terms of experience each has had”

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Source: The source of the message in advertising
communications is the point at which the message originates.
There are many types are sources such as company offering
product, the particular brand or spokesperson used.

Message: refers to both the content & execution of advertising.

It is totality of what is perceived by the receiver of the message.

Receiver : is also called the Target audience and can be

described in terms of audience segmentation variables like
lifestyle, benefits sought, demographics etc.

It is the characteristics of the receiver i.e. the demographic,

psychological & social characteristics that provide the basis for
understanding communication, persuasion & marketing process.
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Encoding & Decoding: the sender decides how to send the
message – what words/ images /symbols tone etc to use.

• This process of transforming the content is encoding.

• When the receiver unravels the message it is decoding. It is

translating symbols back into thought.

Channel: Message is transmitted though some channel from

source to receiver.

• The channel in an advertising communication system consists

of one or more kinds of media –radio, TV, newspapers etc.

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• Channels can be personal or non personal media and the
impact of communication can be different for different
media.

• Personal channels are direct or one- on- one such as

personal selling or word of mouth. Non personal are mass
media, print, broadcasting etc.

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• Noise: The sender’s task or difficulty is getting the message
through to the receiver as there is considerable noise in the
environment.
• People are bombarded with several hundred messages daily.
• Therefore there is a possibility target audience may not
receive the intended message.
• The distracting stimuli that interfere with the reception of the
message are called as NOISE.
• Noise can occur at any stage in communication process

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Feedback:

Communication process does not end with receiver getting

message – feedback is necessary to complete the exchange
process.

It is monitoring how accurately the intended message is

being received.

• In feedback the receiver becomes the sender and sends

response back to the original source.

• Feedback can be in various forms –verbal, written, action

etc.
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 Channels of Communication

Personal
Channels Non Personal
Channels

Advocate channel Expert Channel Social Channel

e.g. company e.g. independent e.g. neighbors,
sales force experts friends, family

Word of Mouth communication

Media channel Atmosphere Channel Events like News

e.g. print, like marble flooring conference, Grand
display, radio in luxury hotel. Openings

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• Marketers need to know the specific needs of customers so
that they can translate them into purchase criteria. –how
consumers gather information to select a brand and how
consumers make purchase decisions.

• Ultimately the objective is to encourage consumers to

purchase the marker’s brand rather than competitors.

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Communication Response Hierarchy
When confronted with a promotional message, consumers
proceed through some type of response process. 

The response process they use in a particular situation will

depend upon a range of factors, and in particular the extent to
which the consumer is involved in the decision making
process. 

The level of involvement depends upon a range of factors

including person, object and situational factors
Exposure to advertisement can create awareness about the
brand leading to a feeling of familiarity with it.

Information about the brand benefits and attributes on which

the benefits are based is also a result of exposure to
advertisement.
• Ads can also generate feelings in an audience so that they
begin to associate with the brand or its consumption.

• Through the choice of the spokesperson and various

executional devices, advertising can lead to creation of an
image for the brand often called brand personality.

• Advertising can create the impression that the brand is

favored by consumer’s peers or experts –individuals and
groups the consumer likes to emulate.

• These five effects can create a favorable liking or attitude

towards the brand which in turn should lead to purchasing
action.
Traditional response hierarchies
AIDA: This was developed to represent the stages a salesperson
must take the customer through in a personal selling process.
The model indicates the buyer as passing through stages of
attention, interest, desire & action.

Hierarchy of Effects: This model shows process in which

advertising works by assuming a consumer goes through a series
of steps in sequential order from initial awareness of product or
service to actual purchase. “Awareness, knowledge, liking,
preference, conviction and purchase”. A basic premise of this
model is advertising occurs over a period of time.

Innovation Adoption Models: this represent the stages a

consumer passes through in adopting a new product or service –
potential adopters must be moved through series of steps before
taking some action and going through awareness, interest,
evaluation and trial.
Information processing: This model assumes the receiver in
persuasive communication situation.

The model suggest the series of steps a receiver goes through in

being persuaded -constitute a response hierarchy.

While the stages of this model are similar to other models –this
model includes a stage called Retention or the receiver’s ability to
retain that portion of comprehended information that he or she
accepts as valid or relevant.
 Advertising Exposure Model

Awareness /Familiarity
with the Brand

Information on Brand
Attributes or Benefits

Creation of Brand Image /

Personality
Brand Purchase
Ad Exposure
Attitude Behaviour
Association of Feelings with
Brand

Linkage of Brand with Peers

/ Experts and Group Norms

Reminder or Inducement
about Brand Trial
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