Module 2 Communication Process 2003

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MODULE 2 COMMUNICATION PROCESS Function of all elements of IMC is to communicate Several factors influence communication Effective communication Communication: Passing information, Exchange of ideas, or establish commonness of thought b/w sender and receiver Communication process often complexBASIC COMMUNICATION MODELSENDERMESSAGE ENCODING DECODINGRECEIVERCHANNELNOISE FEEDBACK RESPONSE SENDER /SOURCE * Person/ Organization* Source characteristics affect message perceptions * Encoding: Put message in symbolic form Select words, symbols, pictures etc. to represent the message MESSAGE* Contains info that source wants to convey * Verbal/Nonverbal; Oral/ Written/ Symbolic * Form dependent on channel of comm.Semiotics: Study of nature of meanings and how these meanings are acquired. Object; Sign/symbol; Interpretant CHANNELMethod by which communication travels from source to receiver Personal {social} channels and Nonpersonal (mass media) channels RECEIVER / DECODINGPerson with whom sender shares information. Decoding transforms message back to thought. Frame of reference / Field of experience Decoding = Encoding for effective communication NOISEExtraneous factor interfering with communication reception RESPONSE / FEEDBACKReceivers reactions after seeing, hearing or reading message Observable or unobservable actions Feedback Depends on type of communication SUCCESSFUL COMMUNICATION ANALYZE THE RECEIVERIdentify and understand target audience Individuals, Groups Organization, Niche, or SegmentRESPONSE HIERARCHY MODELSSTAGESAIDA MODELHIERARCHY-OFINNOVATIONEFFECTS MODEL ADOPTION (Lavidge and MODEL Steiner) INFO PROCESSING MODEL (William McGuire) PRESENTATIONAWARENESS AWARENESS KNOWLEGE INTEREST DESIRE BEHAVIOR STAGE ACTION LIKING PREFERENCE CONVICTION EVALUATION PURCHASE TRIAL ADOPTION INTERESTCOGNITIVE ATTENTION STAGEATTENTIONCOMPREHENSIONYIELDING RETENTION BEHAVIORAFFECTIVE STAGEPRESENTATION ATTENTION COMPREHENSIONCirculation reach Recognition RecallYIELDING RETENTIONAttitudes, Intent to buy Recall over time Delineate steps Potential buyers at different stagesBEHAVIORPoS data Consumer panelALTERNATE RESPONSE HIERARCHIES(Product differentiation and Product involvement) STANDARD LEARNING HIERARCHY Learn Feel Do DISSONANCE / ATTRIBUTION HIERARCHY Do Feel Learn LOW INVOLVEMENT HIERARCHY Learn Do Feel (based on Krugmans theory) Implications of alternate response hierarchiesINVOLVEMENT Understand customer info processing and how info affects advertising recipients Personal relevance Traits of person; Characteristics of stimulus (Difference in media type, Product class, Content of Communication); Situational factorsFCB PLANNING MODELTHINKING INFORMATIVE (THINKER)Car, House HIGH INVOLV- LearnFeelDo EMENT Test: Recall Diagnostics Media: Long copy Reflective vehicles Creative: Specific info DemosFEELING AFFECTIVE (FEELER)Jewelry, Cosmetics FeelLearnDo Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional impactHABIT FORMATION (DOER)Food, Household items LOW INVOLV- DoFeelLearn Test: Sales EMENTSELF-SATISFACTION (REACTOR)Liquor, Candy DoFeelLearn Test: Sales Media: Billboards Newspapers, POS Creative: AttentionMedia: Small space ads Radio, POS Creative: ReminderCOGNITIVE PROCESSING OF COMMUNICATION COGNITIVE RESPONSE APPROACH Product/ Message thoughts(Support Arguments and Counterarguments)Source oriented thoughts Ad execution thoughts THE ELABORATION LIKELIHOOD MODELCentral route to persuasionPeripheral route to persuasion

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