Communication Process, ch-2

8/7/2019 Communication Process, ch-2

http://slidepdf.com/reader/full/communication-process-ch-2 1/27

Anuradha Dogra

Faculty DBS: Anuradha Dogra



Sender EncodingMessageMedia

Decoding Receiver

ResponseFeedback

Noise




Advertising Direct marketing Sales Promotion Personal selling PR and Publicity

Each of these has its own uses andlimitations and hence a judicious mix isemployed by most companies.




This brings about synergy and better use of communication funds

Balancing the „push‟ and „pull‟ strategies

Improves the company‟s ability to reach theright consumer at the right place at the right

time with the right message.




Selective attention Selective distortion

Selective retention




when the recipient‟s source of communication is single

When message is in line with recipientsopinions and beliefs

When issues are unfamiliar or peripheralissues When the source is an expert, of high

status, likeable, has power and can beidentified with

When social context or reference group willmediate the communication and influenceacceptability




After identifying the target audience, determinethe communication objective is the secondimportant step in marketing communicationplanning process. The marketer can be seeking a

cognitive, affective, or behavioral response. Thatis, the marketer might want to put somethinginto the consumer‟s mind, change in attitude, orget the consumer to act. There are different

models of consumer response stages. Followingfigure summarizes the four best-know responsehierarchy model.




STAGES AIDA

MODEL

HIERARCHY-OF-EFFECT

MODEL

INNOVATIO-ADOPTION

MODEL

COMMUNICA-TION

MODEL

Cognitive

Stage(Knowing)

Attention

Awareness

Knowledge Awareness

Exposure

Reception

Cognitiveresponse

Affective

StageInterest

Desire

Linkage

Preference

Conviction

Interest

Evaluation

Attitude

Intention

Behavior

stageAction

Purchase

Trial

Adoption Behavior




All these models assume that the buyer passesthrough a cognitive, affective, and behavioralstage, in that order. “Learn-feel-do” sequence isappropriate when the audience has high

involvement with a product category perceived tohave high differentiation. E.g. as in purchasing anautomobile.




An alternative sequence, “do-feel-learn,”is relevant when the audience has highinvolvement but perceived little or nodifferentiation within the product category, as

in purchasing aluminum siding.




A third sequence, “learn-do-feel”, isrelevant when the audience has lowinvolvement and perceive little differentiationwithin the product category, as in purchasing

salt. By choosing the right sequence, themarketer can do a better job of planningcommunications.




The most important factors to be considered in

planning advertising, is an understanding of the

communication and persuasion process. Means the

communication and persuasion process totally focus on

the efforts of advertiser for maximizing the impact of

advertisement on consumer.




Model of the advertising communication

system.

Advertising exposure model.




Above figure shows one simple model of theadvertising communication system. Advertising

communication always involves a perception processand four of the elements shown in the model: thesource, a message, a communication channel, and areceiver. In addition the receiver will sometimesbecome a source of information by taking to friends orassociates. This type of communication is termed

word-of-mouth communication, and it involve socialinteractions between tow or more people and theimportant ideas of group influence and the diffusion of information.




Source: - the source of a message in the

advertising communication is point of which the

message originates. There are many types of

„sources‟ in the context of advertising, such as thecompany offering the product, the particular brand,

or the spokesperson used.




Message: - the message refers to both the content

and execution of the advertisement. It is the totality

of what is perceived by the receiver of the message.

The message can executed in in a great variety of ways.




The advertising message can have a variety of effectsupon the receiver;

1. Create awareness.

2. Communication information about attributes and

benefits.3. Develop or change an image or personality.

4. Associate a brand with feeling and emotions.

5. Create group norms.

6. Participate behavior.




Channel: - the message is transmitted through some

channel from the source to the receiver. The channel in anadvertisement communication system consists of one ormore kinds of media. The impact of the communication

can be different for different media. Word-of-mouthcommunication, as mentioned above, represents anotherchannel that is of special interest because it can sometimesplay a key role in an advertising campaign.




Receiver: - the receiver in an advertising

communication system is also called the target

audience. Thus, the receiver can be described in

terms of audience segmentation variables, lifestyle,benefits sought, demographics, and so on.




Destination: - the communication model does

not stop at the receiver but allows for the

possibilities that the initial receiver might engage in

word-of-mouth communication to the ultimatedestination of the message. The receiver then

becomes an interim source and the destination

becomes another receiver.




The following figure also presents another modelof the communication and persuasion processes

that can after consumers are exposed to an

advertisement. This model suggest;




Awareness/Familiaritywith brand

Remainder or inducementAbout brand trial

Linkage of brand withpeers,

experts and group norms

Association of feelingsWith brands

Creation of brandimage/personality

Information on BrandAttributes and benefits

Ad. Exposure

Purchase

Behavior

Brand

Attitude

Fig: -ADVERTISING EXPOSURE MODEL OF COMMUNICATION AND PERSUASION PROCESS.Faculty DBS: Anuradha Dogra



1. Exposure to the advertisement can create awarenessabout the brand, leading to a feeling of familiarity with it.

2. Information about the brand benefit‟s and the attributeson which the benefits are based can register with theconsumer can also result from exposure to the ad.

3. Advertisement can also generate feelings in an audiencethat they being to associate with the brand or itsconsumption.




4. Through the choice of the spokesperson and variousexecutionel devices, the advertisement can lead to the

creation of an image for the brand, often called “brand

personality”.

5. The advertisement can create the impression that thebrand is favored by the consumer‟s peers, or experts. This

is often how products and brands are presented as being

fashionable.




These five effects can create a favorable linking,or attitude, towards the brand, which in turn should

lead to purchasing action. Sometimes the advertiser

will attempt to fast purchasing action directly by

providing a reminder or by attacking reasons why

the consumer may be postponing that action.




These two models helps IMC manager tounderstand how and why consumers acquire,process, and use advertising information. It is alsoimportant at the planning stage to develop a good

understanding of where advertising fits into thetotal pool of information and influence sources towhich a consumer is exposed.


Communication Process, ch-2

Documents

Transcript of Communication Process, ch-2