Communication theory Communication: a two-way process that involves the exchange of messages between two or more parties.

Key to successful communication relationship that exists between the sender and receiver of message type of message and timing of its transmission environment in which the message is transmitted and received ability of both parties to understand each other and relate to each other

The communications process Noise Sender Encoding Message Media Decoding Receiver Feedback Source: Schramm, Wilbur, The Process and Effects of Mass Communications, (University of Illinois Press, Urbana, Illinois, 1955)

Sender credibility attractiveness power

Encoding The application of words, signs, symbols, colour and sound to a message in order to get its meaning across Media non-personal media personal media receiver’s ability and desire to gain access to media ability of media to deliver message type of message

Decoding receiver interprets words, signs, symbols, colours, sounds high incidence of misunderstandings receiver selectivity in interpretations e.g. public health communications – ‘it couldn’t happen to me’ effective communication – if the receiver gives message the same meaning that the sender gave it.

Noise Feedback busy environments noise from the sender – conflicting messages can often be sent quality of media competitor activity Feedback Helps measure effectiveness of communication research

Measuring communications effectiveness research to assess target audience’s awareness and understanding of message identification of noise sources sales direct response rates uptake of sales promotions

Interpreting communications codes a common set of rules or interpretative devices known to the sender and receiver of messages assign a specific meaning or content to a sign improve consumers’ efficiency add to the enjoyment of consumers’ activities semiotics the study and interpretation of various signs used in communication

Visual symbols used in marketing communications hair body relative size looks manner – expression, eye contact, pose clothes activity – touch, body movement, pose props and settings

Factors influencing consumer and business buying behaviour Consumer buying behaviour Business buying behaviour Cultural Culture Subculture Social class Environmental Economic developments Supply conditions Technological change Political and regulatory developments Competitive developments Culture and customs Social Reference groups Family Roles and status Organisational Objectives Policies Procedures Organisational structure Systems Personal Age and life-cycle stage Occupation Economic situation Lifestyle Interpersonal Authority Status Empathy Persuasiveness Psychological Motivation Perception Learning Beliefs and attitudes Individual Age Income Education Job position Personality Risk attitudes Adapted from Armstrong and Kotler, 2003

Marketing communications models The AIDA model Attention Interest Desire Action

Hierarchy of effects model Conative i.e. motivational Purchase Related behavioural dimensions Movement toward purchase Advertising and promotion relevant to each step Conative i.e. motivational Purchase Point-of-purchase Retail store ads Deals Last chance offers Price appeals Testimonials Conviction Affective i.e. emotional/feeling states Preference Competitive ads Argumentative copy 'Image' ads Status, glamour appeals Liking Cognitive i.e. intellectual, mental or rational states Knowledge Awareness Announcements Descriptive copy Classified ads Slogans Jingles Sky writing Teaser campaigns Taken from: Lavidge & Steiner, 1961

Consumer adoption process model Awareness Interest Evaluation Trial Adoption Rogers, 1962

Information processing model of advertising effects Presentation Attention Comprehension Yielding Retention Behaviour Rogers, 1962