Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 05 The Communication Process

The Nature of Communication 5-2

Message Development Content Structure Design 5-3

Communication Channels Personal Channels Personal Selling Word of Mouth Nonpersonal Channels Print Media Broadcast Media 5-4

Field of Experience Overlap Receiver Experience Receiver Experience Sender Experience Sender Experience Different Worlds Receiver Experience Receiver Experience Sender Experience Sender Experience Moderate Commonality Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience 5-5

Successful Communication Receive feedback Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience 5-6

Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences 5-7

The Response Process 5-8

Alternative Response Hierarchies HighLow High Low Topical Involvement Perceived product differentiation Learning model Low involvement model Dissonance/ attribution model Cognitive Affective Conative Affective Cognitive Conative Affective 5-9

The FCB Planning Model 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement 5-10

Developing Promotional Strategies Ad options based on the FCB grid Rational versus emotional appeals Increasing involvement levels Evaluation of a think-type product on the basis of feelings 5-11

A Model of Cognitive Response 5-12

Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Affect attitude toward the ad Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts 5-13

Elaboration Likelihood Model (ELM) Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Central route – ability and motivation to process a message is high and close attention is paid to message content Routes to Attitude Change 5-14

How Advertising Works 5-15