Chapter 4 Communication Process Models

Chapter 4 : Communications Process Models Chapter Objectives To understand the basic elements of the communication process and the role of communications in marketing. To examine various models of the communication process.

Chapter 4 : Communications Process Models Chapter Objectives To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. To examine the nature of consumers’ cognitive processing of marketing communications.

Chapter 4 : Communications Process Models The Communication Process Source –Person or organization that has information to share with another person or group of people Encoding –Putting thoughts, ideas, or information into symbolic form –From the source

Chapter 4 : Communications Process Models The Communication Process Message – The meaning the source is trying to convey Channel –Method by which communication travels

Chapter 4 : Communications Process Models The Communication Process Decoding – The process of transforming the sender’s message back into thought Noise –Unplanned distortion or interference throughout the communication process

Chapter 4 : Communications Process Models The Communication Process Response –Receiver’s set of reactions after being exposed to the message Feedback – Part of the receiver’s response that is communicated back to the sender

Chapter 4 : Communications Process Models The Communications Process Fields of Experience Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

Chapter 4 : Communications Process Models Encoding / Decoding Symbols Graphic –Pictures –Drawings –Charts Musical –Arrangement –Instrumentation –Voice or chorus Verbal –Spoken word –Written word –Song lyrics Animation –Action / motion –Pace / speed –Shape / form

Chapter 4 : Communications Process Models Human Communicators Verbal –Vocabulary –Grammar –Inflection Nonverbal –Gestures –Facial expression –Body language

Chapter 4 : Communications Process Models Two Types of Channels Personal –One - one –One to group –Social channels Nonpersonal (mass media) –Print media –Broadcast media

Chapter 4 : Communications Process Models Experiential Overlap Sender Experience Sender Experience Receiver Experience Receiver Experience Different Worlds Sender Experience Sender Experience Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience Moderate Commonality

Chapter 4 : Communications Process Models Levels of Audience Aggregation Mass Markets (Advertising) Market Segments ( Advertising, Sales Promotion, Direct Marketing) Niche Markets (Personal Selling, Direct Marketing) Small Groups (Advertising, Personal Selling) Individuals (Personal Selling)

Chapter 4 : Communications Process Models Traditional Response Hierarchy Models Developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behaviour

Chapter 4 : Communications Process Models Models of the Response Process (Fig. 4-3) Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Information Processing Presentation Attention Comprehension Yielding Retention Behavior Adoption

Chapter 4 : Communications Process Models Models Of Obtaining Feedback Effectiveness testsPersuasion Process Circulation reachExposure, presentation Listener, reader, Viewer recognition Attention Recall, checklists Comprehension Brand attitudes, Purchase intent Message acceptance/ yielding Recall over timeRetention Inventory, POP Consumer panel Purchase behavior

Chapter 4 : Communications Process Models Alternative Response Hierarchies Models of information processing –Identifies three alternative orderings of the three stages – Based on perceived product differentiation and product involvement Standard learning model –Sequence of: Learndo feel

Chapter 4 : Communications Process Models An Alternative Response Hierarchy (Fig.4-5) High Low High Low Topical Involvement Perceived product differentiation Learning Model Involvement Model Dissonance/ Attribution Model Cognitive Affective Conative Affective Cognitive Conative Affective

Chapter 4 : Communications Process Models Integrated Information Response Model Involves traditional and low-involvement response hierarchy models Suggests that different response patterns that can result from advertising

Chapter 4 : Communications Process Models Integrated Information Model (Fig.4-7) CognitionTrialAffect Commitment Information source Information acceptance CognitionsAffectConation Direct experience High Higher-order beliefs Higher-order affect Commitment AdvertisingLow Lower- order beliefs Lower- order affect Trial +

Chapter 4 : Communications Process Models The Cognitive Response Approach Cognitive responses –The thoughts that occur to consumers while reading, viewing, and/or hearing a communication Assumption that these thoughts reflect the recipient’s cognitive processes or reactions that shape acceptance or rejection of the message

Chapter 4 : Communications Process Models Framework for Studying How Advertising Works Three critical intermediate effects between advertising and purchase: –Cognition- “thinking” dimension of a consumer’s response –Affect- “feeling” dimension –Experience- feedback dimension based on the outcomes of product purchase and usage

Chapter 4 : Communications Process Models How Advertising Works (Fig.4-10)