Chapter 5 The Communications Process

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Presentation transcript:

Chapter 5 The Communications Process

The nature of communication Communication is the passing of information, the exchange of ideas or the process of establishing a oneness of thought between a sender and a receiver Language can be a barrier to effective communication

Figure 5.1 - A Model of the Communication Process

There are many forms of message encoding Verbal Spoken Word Written Word Song Lyrics Graphic Pictures Drawings Charts Musical Arrange- ment Instrum- entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical

Communications Channels Personal Selling Personal Channels Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media

Basic Model of Communication Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success Message characteristics Individual sender or receiver characteristics Social network characteristics Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message

Basic Model of Communication Receiver: Person with whom the sender shares thoughts or information Decoding: Transforming the sender’s message into thought Heavily influenced by the receiver’s field of experience Field of experience: The experiences, perceptions, attitudes, and values a person brings to the communication situation

Basic Model of Communication Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the sender and receiver don’t overlap Response: Receiver’s set of reactions after seeing, hearing, or reading the message Feedback: Receiver’s response that is communicated back to the sender

Case Study Vaseline TVC

Figure 5.2 - Levels of Audience Aggregation

Figure 5.3 - Models of the Response Process

Figure 5.6 - The Social Consumer Decision Journey

Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Counterarguments Support arguments Source-Oriented Thoughts Source derogation Source bolstering Source derogation Source bolstering Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Thoughts about the ad itself