3_the process of communication

7/28/2019 3_The Process of Communication

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A COMMUNICATION PROCESS MODEL

Source/Sender

Channel/Message ReceiverEncoding Decoding

Response

F

eedback

Noise

Senders Field ofExperience

Receivers Field ofExperience


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Sender or Source is the person or organization that has information to share withthe receiver or group of receivers

- individual (salesperson or spokesperson) or nonpersonal entity like theorganization

- receivers perception of the source influences how the communication isreceived

Encoding the process of putting thoughts, ideas or information into a symbolic

form using words, symbols, pictures etc to represent the message to be delivered tothe receiver

Messagecontains the information or the meaning the source hopes to conveymaybe verbal, nonverbal, oral or written

Semiotics- study of how words, gestures, myths, signs, symbols acquire

meaning

Channel the method by which the communication travels from the source or thesender to the receiver


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ChannelsPersonal direct face-to-face

Social ChannelSales peopleFriends/relativesAssociates

Non personal (mass media) print/electronic

Receiver person who receives the message (Target Audience)

Decoding process of transforming the senders message back into thought- highly influenced by field of experience of receiver that refers to

perceptions, attitudes, values etc the receiver brings to thecommunication situation

For effective communication to occur the message decoding process of the receivermust match with the encoding process of the sender

Noiseunplanned distortion or interference in the communication process


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Response/Feedbackresponse the receivers set of reactions after seeing, hearing or reading themessage

Responses can be non observable like storing information in thememoryor immediate action like ordering a product after seeing theadvertisement

Feedback part of the receivers response that is communicated back to the senderwords and gestures in personal sellingsurveys and observations in non personal communication


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Analyzing the Receiver (Target Audience)

Personal selling and advertisements toattract attention

Individual

Group of people who make or influence the

purchase decisionPersonal selling and advertising

Group

Niche MarketsWell defined groupsPersonal selling and highly targetedmedia like direct mail

Market Segments Broader groups with similar needs

Mass media specific to segments

Mass MarketsMass media with samemessage for all


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The Response Process

In developing effective communication programs it is crucial to understandthe response process the receiver may go through in moving towards a specific

behavior (product purchase) and how the promotional efforts of the marketerinfluence consumer responses

Stages AIDA Hierarchy ofEffects

InnovationAdoption

InformationProcessing

Cognitive Attention Awareness

Knowledge

Awareness Presentation

Attention

Comprehension

Affective Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Yielding

Retention

Behavioral Action Purchase Trial

Adoption

Behavior


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AIDA Modelwas developed to depict the stages a sales person must take a customer

through in the personal selling process

Hierarchy of Effects Modelwas developed by Robert Lavidge & Gary Steiner as aparadigm for setting advertising objectives

advertising effects occur over a period of timeadvertising leads to a series of stages that occur one after the other

Innovation Adoption Model depicts the diffusion of innovationrepresents the stages a consumer passes through in adopting a new productpromotions like trials, samples etc

Information Processing Modelwas developed by William McGuire tounderstand advertising effects

series of steps a receiver goes through in being persuadedunique stage is retention (of info to be used by consumer later)


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The movement can be classified into three stages

Cognitive Stage what the receiver knows or perceives about a particularbrand (attributes, characters, benefits etc.)

Affective Stage refers to the receivers feelings of like/dislike for a given

brand (desire, preference, conviction)

Conative Stage refers to consumer actions towards a brand (trial, purchase,adoption, rejection)

- The models help identify the series of steps consumers go through

- Buyers may be at different stages requiring different communications- Effectiveness of a communication maybe different for different segments


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Standard Learning Hierarchy - Advertisements are very detailed andprovide information that can be used to evaluate brands that help the consumersto make a purchase decision

Dissonance/Attribution Hierarchy - advertisements try to reducedissonance by reinforcing the wisdom of purchase Eg. Awards for the product

Low Involvement Hierarchy - advertisements should recognize that apassive uninterested consumer may focus more on non message elements such asmusic, characters, symbols, slogans and jingles

repeat simple product claimsgreat visuals and associations

It is important for marketers to understand which types of response process ismost likely to occur to design effective IMC programs


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Cognitive processing of communications

Exposure toadvertisement

Purchaseintention

Attitudetowards the

advertisement

Ad executionthoughts

Product/Messagethoughts

Source-orientedthoughts

Brand attitudes

Cognitive responses Attitudes Purchaseintent

3_the process of communication

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