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

2. 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

3. 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)

4. Sender
credibility
attractiveness
power

5. 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

6. 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.

7. 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

8. 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

9. 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

10. 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

11. 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

12. Marketing communications models
The AIDA model
Attention
Interest
Desire
Action

13. 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

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

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