Slide 1

Report
05
The Communication Process
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Nature of Communication
5-2
Message Development
Content
Design
Structure
5-3
Communication Channels
Personal
Channels
Word of
Mouth
Personal
Selling
Nonpersonal
Channels
Print
Media
Broadcast
Media
5-4
Field of Experience Overlap
Different Worlds
Sender
Experience
Receiver
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
Receiver
Experience
5-5
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
5-6
Identifying the Target Audience
Mass Markets and Audiences
Markets Segments
Niche Markets
Individual &
Group
Audiences
5-7
The Response Process
5-8
Alternative Response Hierarchies
High
Low
Perceived product
differentiation
Topical Involvement
High
Low
Learning
model
Low involvement
model
Cognitive
Affective
Conative
Cognitive
Dissonance/
attribution model
Conative
Conative
Affective
Cognitive
Affective
5-9
Low
Involvement
High
Involvement
The FCB Planning Model
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
5-10
Developing Promotional Strategies
• Ad options based on the FCB grid
• Rational versus emotional appeals
• Increasing involvement levels
• Evaluation of a think-type product on the
basis of feelings
5-11
A Model of Cognitive Response
5-12
Cognitive Response Categories
Product/Message Thoughts
Counterarguments
Support arguments
Source-Oriented Thoughts
Source derogation
Source bolstering
Ad Execution Thoughts
Thoughts about
the ad itself
Affect attitude
toward the ad
5-13
Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Routes to Attitude Change
Central route –
ability and
motivation to process
a message is high and
close attention is paid
to message content
Peripheral route –
ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues
than on message
content
5-14
How Advertising Works
5-15

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