Chapter 5: The Communication Process

What is communication?

Words, pictures, sounds, and colors are often

used for communication. Yet they have
different meanings to different audiences, and
peoples perceptions and interpretations of
them vary.

One-Way Communication Model

Source/
Sender

Encoding

Message/
Channel

Decoding

Receiver

Response

Noise

Two-Way Communication Model

Encoding

Message/
Channel

Decoding

Receiver

Response

Feedback

Source/
Sender

Noise

Marketing Communication Process

Pros and Cons of one-way vs. two-way communication

Of the five marketing communication tools, which are
one/two-way communication?
Components of marketing communication
- source/sender
- encoding
- message/channel
- decoding
- receiver
- response/feedback
- noise

The Receivers
Mass Markets and Audiences
Market Segments

One-way
Mass communication

Niche Markets
Individual
and Group
Audiences

Two-way
Personal communication

The Response Process

Traditional models of the response process
Stages

AIDA
model

Hierarchy of
effects model

Innovation
adoption
model

Information
processing model

Cognitive
stage

Attention

Awareness
Knowledge

Awareness

Presentation
Attention
Comprehension

Affective
stage

Interest
Desire

Liking
Preference
Conviction

Interest
Evaluation

Yielding
Retention

Behavior
stage

Action

Purchase

Trial
Adoption

Bahavior

Cognitive Processing of Communications:

A model of cognitive response

Exposure
to Ad

Cognitive
responses

Attitudes

Product/
message
thoughts

Brand
attitudes

Sourceoriented
thoughts
Ad
execution
thoughts

Behavioral
Intention

Purchase
intention
At. toward
Ad

The Impact of Involvement on consumers response process

Involvement: Personal relevance. But with what?
Antecedents of involvement
Possible impact of involvement
Personal factors
Needs
Importance
Interest
Values
Object or stimulus
factors
- Differentiation of
alternatives
- Source of
communication
- Content of
communication

Situational factors
- Purchase/use
- Occasion

Elicitation of counter-arguments
to ads
Effectiveness of ad to induce
purchase
Involvement
With advertisements
With Products
With purchase decisions

Relative importance of the

product class
Perceived differences in product
attributes
Preference of a particular brand
Influence of price on brand
choice
Amount of information search
Time spent deliberating
alternatives
Type of decision rule used in
choice

Chapter 6: Source, Message, and Channel

Factors
The Basic Model of Communication

Encoding

Message/
Channel
Noise

Decoding

Receiver

Response

Feedback

Source/
Sender

Sources Factors

the person or business that is involved in the

communication of a promotional message.

direct source

indirect source

Characteristics: credibility, attractiveness, and power

Source Credibility
- the extent to which the receiver perceives the
source to be trustful or believable.
internalization

Source Attractiveness

Attractiveness: the extent to which the receiver

identifies with the source. identification
- similarity
- familiarity
- likeability

Source Power

A source has power when he or she can actually

administer rewards and punish to the receiver.
compliance

Message Factors: Structure

- the manner or framework used for structuring or
communicating the information.

Order of presentation (primacy effect, recency effect)

Conclusion drawing

Message sidedness (one-sided or two-sided)

Refutation

Verbal versus visual messages

Message Factor: Appeal

- the manner or style used to communicate the
promotional message.
Rational vs. Emotional

Comparative advertising

Fear appeals

Humor appeals

Channel Factors

Personal vs. non-personal channels

Effects of alternative mass media (e.g., self-paced vs.
externally paced)
Effects of context and environment (e.g., qualitative
media effect)
Clutter (all the non-program material that appears in
the broadcast environment such as commercials, public
announcements and the like).