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  • Lecture 2 - Communications Process

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    Mandy Yee
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    Communication process is complex, and often unsuccessful. What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line Communication Channel Personal Channels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media Marketers Embrace Buzz Marketing Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience high Commonality Receiver Experience noise Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience receive feedback.

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    Lecture 2_Communications Process(1)

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    Communication process is complex, and often unsuccessful. What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line Communication Channel Personal Channels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media Marketers Embrace Buzz Marketing Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience high Commonality Receiver Experience noise Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience receive feedback.

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    68 views27 pages

    Lecture 2 - Communications Process

    Uploaded by

    Mandy Yee
    Communication process is complex, and often unsuccessful. What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line Communication Channel Personal Channels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media Marketers Embrace Buzz Marketing Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience high Commonality Receiver Experience noise Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience receive feedback.

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    Attribution Non-Commercial (BY-NC)
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    of 27

    De Montfort University

    BA (Hons) Business and Administrative Management

    Marketing Communications L2 - Communications Process R. Wong


    Email: wwwong@cityu.edu.hk / hkeducator@gmail.com

    The Nature of Communication

    The communication process is complex, and often unsuccessful

    Forms of Encoding

    Verbal
    Spoken Word Written Word Song Lyrics

    Graphic
    Pictures Drawings Charts

    Musical
    Arrangement Instrumentation Voices

    Animation
    Action/ Motion Pace/ Speed Shape/ Form

    An Image Can Convey More Than Words

    What is the symbolic meaning of this Levi ad?


    The Model The Clothes

    The Setting

    The Statement
    The Tag Line

    Communication Channel
    Personal Channels Nonpersonal Channels

    Word of Mouth

    Personal Selling

    Print Media

    Broadcast Media

    Marketers Embrace Buzz Marketing

    http://www.kao.com/hk/essential/index.html

    Field of Experience Overlap


    Different Worlds
    Sender Experience Receiver Experience

    Moderate Commonality
    Sender Experience Receiver Experience

    High Commonality
    Receiver Sender Experience Experience

    Receiver Experience

    Noise

    Successful Communication
    Select an appropriate source

    Develop a properly encoded message

    Select appropriate channel for target audience

    Receive feedback

    Identifying the Target Audience


    Mass Markets and Audiences

    Markets Segments
    Niche Markets Individual and Group Audiences

    The Response Process

    Effectiveness Tests
    Circulation reach
    Listener, reader, viewer recognition Recall, checklists

    Obtaining Feedback

    Persuasion Process
    Exposure/presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior

    Brand attitudes, purchase intent


    Recall over time
    Inventory POP consumer panel Scanner data

    Alternative Response Hierarchies


    Topical Involvement
    High Low
    Low involvement model Cognitive Learning model

    Perceived product differentiation

    High

    Cognitive Affective Conative Dissonance/ attribution model

    Conative

    Low

    Conative Affective Cognitive

    Affective

    Low-Involvement Products

    High involvement product

    The FCB Planning Model


    Thinking
    High Involvement

    Feeling

    Informative The Thinker

    Affective The Feeler

    Low Involvement

    Habit Formation The Doer

    SelfSatisfaction The Reactor

    Connecting on an Emotional Level

    Philips Green marketing

    Cognitive Response
    A method for examining consumers cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message

    A Model of Cognitive Response

    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

    Celebrity Endorsers Can Be Peripheral Cues

    Consecutive ad to generate additional response cue


    Page 1 Page 2 Page 3

    How Advertising Works

    ~ The End ~

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