Transcript Slide 1
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