The Communications Process

Fields of Experience

Source / Channel Receiver /

Sender
Encoding Decoding Audience
MESSAGE

Noise

Response Feedback Loop

Encoding / Decoding Symbols
• Graphic • Verbal
– Pictures – Spoken word
– Drawings – Written word
– Charts – Song lyrics
• Musical • Animation
– Arrangement – Action / motion
– Instrumentation – Pace / speed
– Voice or chorus – Shape / Form
Human Communicators
• Verbal
– Vocabulary
– Grammar
– Inflection

• Nonverbal
– Gestures
– Facial expression
– Body language
Two Types of Channels
• Direct (Personal)
– One-on-one
– One to group
– Team to group

• Indirect (Media)
– Paid media
– Unpaid media
– Special media
 Experiential Overlap
Different Worlds
Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

Moderate Commonality
Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

High Commonality
Sender
Sender Receiver
Experience
Experience Experience
Levels of Audience Aggregation
Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals
Models of the Response Process
Models
Stages AIDA Hierarchy of Innovation Information
model effects model adoption Processing

Attention Awareness Awareness Presentation

Cognitive Attention
Knowledge Interest Comprehension

Interest Linking Yielding

Affective Preference
Desire Conviction Evaluation Retention

Trial
Behavioral
Action Purchase Adoption Behavior
Models of Obtaining Feedback
Persuasion Process Effectiveness Test

Circulation reach Exposure, presentation

Listener, reader,
Viewer recognition Attention

Recall, checklists Comprehension

Brand attitudes, Message acceptance/

Purchase intent yielding

Recall over time Retention

Inventory, POP
Consumer panel Purchase behavior
An Alternative Response Hierarchy
Topical Involvement
High Low
Learning Model Low Involvement
Model
Perceived product

High
differentiation
Cognitive
Cognitive
Affective
Conative

Dissonance/ Conative
Attribution Model
Low

Conative
Affective Affective
Cognitive