Section: ABC1

Team no: 2

IMC Anirudha Kotgire 2009024

Anurag Sikaria 2009025
Aparna Bagla 2009026
Arundhati Singh 2009027
Avishek Chakrobarty 2009029

Topic:
Analysis of the Communication Process
TODAY’S AGENDA
• Communication Process Overview
1

• Developing Effective Communication

2

• Communication Responses
3

• Take Away
4
THE SHANNON WEAVER’S MODEL
6 STEPS
 FO
6 STEPS
EF R
C F D
O E E
M C V
M T E
U IV L
N E O
IC PI
AT NG
IO
N
1
Identify
Target
Audience
 Groups
Public in
Current general
User
Decider or
Influencer
Potential
Buyer Individual
WHY
THE
THEY
WHAT
STEPS
YOU
THEY NEED
SHOULD TO
ADOPT

YOUR
FOLLOW
CAN DO FOR
THEM
TO TAKE
RESULT IN

VIEW
ACTION
PURCHSE
 Identify Target Audience
Image Analysis
• Familiarity Scale
N H Kn Kn K
o ow
ev e a
n
er ar w o
fai
a
H d r w
li a
e of ttl
ve
m
ar o e ou ry
d nl bit nt w
of y ell

• Favorability Scale
Very Some what Indifferent Somewhat Very
Unfavorable Unfavorable Favorable Favorable
2 Determining
Communication
Objective
Models for determining Communication
Objective
3 Design
The
Message
DESIGN THE MESSAGE

• Message Content
– Emotional Appeal
– Rational Appeal
– Moral Appeal
• Message Format
– Verbal
– Visual
• Message Structure
• Message Source
RELEVANCE TO THE MANAGERS

• What the consumers think when they are

exposed to certain communication?
• What path a Potential consumer must be taken
through?
• How to approach Consumers at different stages
of response hierarchy?
FORMULATING THE STRATEGY

• Cognitive stage
– Getting attention
– Building awareness
– Educating Customer
• Affective stage
– Building preference
– Keeping the interest
– Rebuilding interest
• Behavioral
– PoP
Getting the Attention
Winning Preference
Gaining the Interest back
Keeping the Spark Alive
PoP Displays
 PETA ads

Message Content:
Emotional Appeal
 TRAFFIC RULES Verbal

Visual
:Message Format
Message Source: Expert Opinion
4 Select
Communication
Channel
 SELECT COMMUNICATION CHANNEL
Advocates,
Experts
Personal
Personal
Channels
Channels Social
Word of
Networks
Mouth

Print &
Broadcast
Nonpersonal
Nonpersonal
Media Channels
Channels
Events,
Cliques
Channel [V] on Facebook
Using Unconventional Media
 Marketing
5 Communication
Budget
BUDGETING METHODS

4 Methods
• Affordable Method
• Percentage Of Sales Method
• Competitive Parity Method
• Objective & Task Method
OBJECTIVE & TASK METHOD

• Establish Market share Goal

• Percentage which can be reached by advertising
• Percentage of aware Prospects to be Persuaded
by advertisement
• Trial Rate
• Gross Rating Points
• Determine advertisement Budge
6 Decide the
Marketing
Communication Mix
PROMOTIONAL TOOLS IN HAND

• Advertising
• PR & Publicity
• Sales Promotion
• Interactive Marketing
• Personal Selling
• Direct Marketing
UNDERSTANDING
COMMUNICATION RESPONSE:
FOR EVALUATING THE
RESPONSE
COMMUNICATION RESPONSE MODELS

• How a consumer responds to marketing

communication?
• How Promotional efforts of marketers influence
consumer response process?
COMMUNICATION RESPONSE:
THE DIFFERING SCHOOLS
• The most important part of Communications
being Response, it has elicited differing
explanations.
• The following are the common schools of
thought:
1. Traditional Response
2. Alternative Response
3. Cognitive Response
4. Elaboration Likelihood Model
ALTERNATIVE RESPONSE HIERARCHIES
• Michael Ray’s Three Orders Model of Information
Processing:
P
R
O Topical Involvement: High Topical Involvement: Low
D
U
C
Low Involvement Model
Learning Model
T

I
Lea
rn
●
Cognitive
Fee
l
●
Affectiv
e Do
●
Conativ
e
Learn Cognitive
●

N
V
O
L
V
E
M
E
Dissonance/Attribution
Model Do ●
Conative
N
T Do Conative Feel Affective LearnCognitive

Feel ●
Affective
THE FOOTE, CONE & BELDING GRID
 COGNITIVE RESPONSE

• This model helps us to examine a consumers

mental assessment process in response to any
Advertisement.
Product/Messa
Brand Attitude
ge Thoughts

Source
Exposure to Purchase
Oriented
Advertisement Intention
Thoughts

Ad Execution Attitude
Thoughts Towards the Ad
ELABORATION LIKELIHOOD MODEL

• Theorist: Petty and Cacioppo

• Date:  1986

There are two Routes to Persuasion

• The Central route
– Message elaboration
– Produces a major positive attitude change
• The Peripheral route
– Different message irrelevant cues
– A quick response with a minor shift in attitude.
 Peripheral Route

Central Route
TAKE AWAY

• Key to effective communication is understanding

how consumers process the vast amount of
information that comes their way each and every
day.
• Understanding the communication process helps
in building aggressive marketing plan that
captures and uses an extensive amount of
customer information in setting and tracking
marketing strategy.
THANK YOU