Chapter 5

The Communication Process

 The Communication Process
The passing of information, the exchange of ideas, or
the process of establishing a commonness or oneness of thought between a sender and a
receiver.
Source:
⇒ Should be credible (use
spokesperson)

Encoding:
⇒ Use words, signals and
symbols that are familiar
to audiences.
 Message Development
encoding process leads to development of message

Content
Content Design
Design Structure
Structure

Can be verbal or non verbal

 Communication Channels
Personal Non-personal Channels
Channels Mass media (broadcast & print
Email, personal selling, word of media)
mouth (buzz marketing)

Billboard

TV Advertising Print Media

Viral Marketing:
communicating
through social
media and online
commercials
Bangladeshi Viral ads
 Successful Communication depends on:--

Develop a properly encoded

Select an appropriate source
message

Select Appropriate channel

Receiving feedback
 Analyzing the Receiver
How the audience is identified & the process of responding to a promotional message

a. Identify the target audience:

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual &
Group
Audiences
 b. The Response Process
Understand the response process the receiver go through & how the promotional message
influence consumer response

:--

Traditional models
Cognitive: what receiver
knows abt the product
Affective: receiver's feeling
(like/dislike) abt the product
Behavioral: consumer’s action
(trial, purchase) towards the
brand
AIDA: a salesperson first get buyer’s attention, arouse some interest in the product or service, action (getting the
customer to make a purchase).

 Hierarchy of effects model: consumer pass through a series of steps from initial awareness
to actual purchase. Ad may not lead to immediate purchase

 Innovation adaptation model: stages a consumer pass through in adopting a new –product or
service.

Information processing model: similar to hierarchy of effects model, with an added stage ---
retention (receiver’s ability to retain a portion of info relevant to her)
  Helps to study receiver's response to
marketing commercials, however, it
cannot explain what is causing these
Critic of reactions.
Hierarchy
Response
Model  So, need to understand the nature of
cognitive reaction to persuasive
message.
 Cognitive Response Approach
The thoughts consumers have while reading/viewing/ hearing a communication message

Consumers write down or verbally

report their reactions to a message
3 categories

Product/message thought Ad-execution thought

Directed at product/service Source Oriented Thought
Consumer’s thought about the ad
Directed at source of
Counterargument, support communication(spokesperson) Liking abt ad (creativity of ad,
argument quality of visual effect)
Source derogation, source bolster
3 categories of Cognitive Response Model
THANK YOU