1. Chapter 5 The Communications Process

2. 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

4. Figure 5.1 - A Model of the Communication Process

5. 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

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

7. 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

9. 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

11. 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

12. Case Study
Vaseline TVC

13. Figure 5.2 - Levels of Audience Aggregation

14. Figure 5.3 - Models of the Response Process

16. Figure 5.6 - The Social Consumer Decision Journey

17. 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