Download - Lecture 3-communication
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Communications Theory and Models of the
Communications Process
Dr. George Belch
San Diego State University
Communications Theory and Models of the
Communications Process
Dr. George Belch
San Diego State University
.
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The Communications Process
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Experiential Overlap
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Different WorldsDifferent Worlds
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Moderate CommonalityModerate Commonality
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
High CommonalityHigh CommonalityReceiver
Experience
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Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Communications Channels
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth
Print Media
Broadcast Media
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Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self versus External Paced Media
• Newspapers
• Magazines
• Direct Mail
• Internet
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
• Radio
• Television
Externally PacedMedia
Externally PacedMedia
vs.vs.vs.vs.
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Receive feedbackReceive feedback
Select the appropriate channel for the target audience
Select the appropriate channel for the target audience
Develop a properly encoded messageDevelop a properly encoded message
Select an appropriate sourceSelect an appropriate source
Select the appropriate channel for the target audience
Select the appropriate channel for the target audience
Develop a properly encoded messageDevelop a properly encoded message
Select an appropriate sourceSelect an appropriate source
Successful Communication
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The Planning Matrix
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Who will be effective in
getting consumers’ attention?
Who will be effective in
getting consumers’ attention?
Source/attentionSource/
attention
4
Receiver/comprehension
Receiver/comprehension
Can the receiver
comprehend the ad?
Can the receiver
comprehend the ad?
1
Which media will increase presentation?
Which media will increase presentation?
Channel/presentation
Channel/presentation
2
What type of message will
create favorable attitudes?
What type of message will
create favorable attitudes?
Message/yielding
Message/yielding
3
Receiver/comprehension
Receiver/comprehension
Channel/presentation
Channel/presentation
Message/yielding
Message/yielding
Promotional Planning Elements
Promotional PlanningPromotional Planning
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CredibilityCredibility
AttractivenessAttractiveness
PowerPower
InternalizationInternalization
IdentificationIdentification
ComplianceCompliance
CredibilityCredibility InternalizationInternalization
AttractivenessAttractiveness IdentificationIdentification
Source Attributes and Receiver Processing Modes
Source AttributeSource Attribute ProcessProcess
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SkillSkill
KnowledgeKnowledge
ExpertiseExpertise
UnbiasedUnbiased
TrustworthyTrustworthy
ObjectiveObjective
UnbiasedUnbiased
TrustworthyTrustworthy
ExpertiseExpertise
SkillSkill
KnowledgeKnowledge
Source Credibility
SourceSource
InformationInformation
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Source Attractiveness
Resemblance between the source and
recipient of the message
Resemblance between the source and
recipient of the message
SimilaritySimilarity
Knowledge of the source through
repeated or prolonged exposure
Knowledge of the source through
repeated or prolonged exposure
FamiliarityFamiliarity
Affection for the source resulting from physical appearance,
behavior, or other personal traits
Affection for the source resulting from physical appearance,
behavior, or other personal traits
LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity
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Use of an Attractive Athlete as a Source
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Perceived controlPerceived control
Perceived concernPerceived concern
Perceived scrutinyPerceived scrutiny
Perceived controlPerceived control
Perceived concernPerceived concern
Source Power
Source PowerSource Power
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GraphicGraphic
•Pictures
•Drawings
•Charts
•Pictures
•Drawings
•Charts
VerbalVerbal
•Spoken Word
•Written Word
•Song Lyrics
•Spoken Word
•Written Word
•Song Lyrics
MusicalMusical
•Arrange-ment
•Instrum-entation
•Voices
•Arrange-ment
•Instrum-entation
•Voices
AnimationAnimation
•Action/Motion
•Pace/ Speed
•Shape/Form
•Action/Motion
•Pace/ Speed
•Shape/Form
VerbalVerbal GraphicGraphic MusicalMusical
There are many forms of message encoding
EncodingEncoding
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Appeal mostly to the logical, rational minds
of consumers
Appeal mostly to the logical, rational minds
of consumers
Message Appeal Choices
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal mostly to the feelings and emotions
of consumers
Appeal mostly to the feelings and emotions
of consumers
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Images Encoded in Pictures Convey Emotions Very Powerfully
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Visual Images are very important in ads
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Use of Humor in a Print Ad
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A Model of Cognitive Response
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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CounterargumentsCounterarguments Support argumentsSupport arguments
Source derogationSource derogation Source bolsteringSource bolstering
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Source bolsteringSource bolsteringSource derogationSource derogation
Support argumentsSupport argumentsCounterargumentsCounterarguments
Affect attitudetoward the adAffect attitudetoward the ad
Cognitive Response Categories
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts