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 Nonpersonal
Channels Channels

Word of Personal Print Broadcast

Mouth Selling Media Media

5-4
 Field of Experience Overlap

Different Worlds

Sender Receiver
Experience Experience

Moderate Commonality
Receiver
Sender Experience
Experience

High Commonality
Receiver
Receiver Experience
Sender
Experience
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

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

Cognitive Cognitive
High
differentiation

Affective
Conative

Conative
Dissonance/
attribution model
Low

Conative
Affective Affective
Cognitive

5-9
 The FCB Planning Model

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer 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 Affect attitude

the ad itself 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 – Peripheral route –

ability and
motivation to process
a message is high and
close attention is paid
to message content
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