The Communication Process

CHAPTER 5

https://www.youtube.com/watch?v=XjJQBjWYDTs
The Nature of Communication

 Communication is the passing of information, the exchange of

ideas or the process of establishing a oneness of thought between
a sender and a receiver
 Language can be a barrier to effective communication
A Model of Communication Process
Basic Model of Communication

Source Encoding
■ Source can be an individual or a nonpersonal entity that has
information to share with another person or group of people
https://www.youtube.com/watch?v=OQRzH99wqF0
https://www.youtube.com/watch?v=w5_Qf7G6mLI
Basic Model of Communication

Forms
Forms of
of Message
Message Encoding
Encoding

Verbal
Verbal
Verbal
Verbal Graphic
Graphic
Graphic
Graphic Musical
Musical
Musical
Musical Animation
Animation

•• Spoken
Spoken •• Pictures
Pictures •• Arrange-
Arrange- •• Action/
Action/
Word
Word ment
ment Motion
Motion
•• Drawings
Drawings
•• Written
Written •• Instrum-
Instrum- •• Pace/
Pace/
Word •• Charts
Charts entation Speed
Word entation Speed
•• Song
Song •• Voices
Voices •• Shape/
Shape/
Lyrics
Lyrics Form
Form
Examples
Basic Model of Communication
Communications Channels

 Print Media
Nonpersonal
Nonpersonal  Broadcast Media
Channels
Channels

 Direct/face to face Personal

Personal
 WOM Channels
Channels
 Buzz marketing
 Basic Model of Communication
■ Viral marketing: Propagating marketing-relevant messages
with the help of individual consumers
– Factors affecting success
■ Message characteristics
■ Individual sender or receiver characteristics
■ Social network characteristics
– Seeding: Identifying and choosing the initial group of
consumers who will be used to start spreading the
message
Basic Model of Communication

■ Receiver: Person with whom the sender shares thoughts or

information
■ Decoding: Transforming the sender’s message into thought
– Heavily influenced by the receiver’s field of experience
■ Field of experience: The experiences, perceptions,
attitudes, and values a person brings to the
communication situation
Basic Model of Communication
■ Noise: Unplanned distortion in the communication process
– Occurs because the fields of experience of the sender and
receiver don’t overlap
■ Response: Receiver’s set of reactions after seeing, hearing, or
reading the message
■ Feedback: Receiver’s response that is communicated back to
the sender
Identifying the Target Audience

Levels of Audience Aggregation

Traditional Response Hierarchy Model
Alternatives Response Hierarchies
Topical Involvement
High Low
Learning Low involvement
model model
High Conative Affective
Perceived product

Affective
differentiation

Cognitive

Conative
Dissonance/
attribution model
Low

Cognitive
Affective Cognitive
Conative
Cognitive Response Categories

Product/Message
Product/Message Thoughts
Thoughts

Counterarguments
Counterarguments Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts

Source
Source derogation
derogation Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts
Thoughts
Thoughts about
about Affect
Affect attitude
attitude
the
the ad
ad itself
itself toward
toward the
the ad
ad
Case Study
■ Dove Real Beauty Sketches Campaign
https://www.youtube.com/watch?v=XpaOjMXyJGk

– What was the campaign?

– How did the video go viral?
– What should Dove do next and why?

https://www.youtube.com/watch?v=_3agBWqGfRo