Chapter 5

The Communication Process

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

 Levels of Audience Aggregation

Mass Markets and Audiences

Market Segments
Niche Markets
Individual and Group Audiences

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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-2
 Traditional Response Hierarchy
Models
• AIDA
attention interest desire action
• Hierarchy of effects
awareness knowledge liking
preference conviction purchase

Slide 5-2
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-3
 Traditional Response Hierarchy
Models cont.
• Innovation adoption
awareness interest evaluation
trial adoption
• Information processing
presentation attention
comprehension yielding
retention behavior
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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-3
 Methods of obtaining feedback
Circulation reach  Exposure/presentation
Listener, reader,  Attention
viewer recognition
Recall, checklists  Comprehension
Brand attitudes,  Message acceptance/
purchase intent yielding
Recall over time  Retention
Inventory, point of  Purchase behavior
Purchase consumer
panel Slide 5-4
Figure 5-4
©
Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998
 Alternative Response Hierarchies

• Standard learn feel do

learning
• Dissonance/ do feel learn
attribution
• Low- learn do feel
involvement
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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
 Categories of Cognitive Responses

• Product/message thoughts
• Source oriented thoughts
• Ad execution thoughts

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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998