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The Communication Process

McGraw-Hill/Irwin Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

The Nature of Communication

5-2
Message Development

Content
Content

Design
Design Structure
Structure

5-3
 Communication Channels

Personal
Personal Nonpersonal
Nonpersonal
Channels
Channels Channels
Channels

Word of Personal Print Broadcast

Mouth Selling Media Media

5-4
 Field of Experience Overlap

Different Worlds

Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

Moderate Commonality

Receiver
Receiver
Sender
Sender Experience
Experience
Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience

5-5
 Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select appropriate
appropriate channel
channel for
for target
target audience
audience

Receive
Receive feedback
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

High
differentiation

Cognitive Cognitive
Affective
Conative

Dissonance/ Conative
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
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
5-13
Elaboration Likelihood Model (ELM)

Focuses
Focuses on
on the
the way
way consumers
consumers respond
respond to
to persuasive
persuasive
messages,
messages, based
based on on the
the amount
amount and
and nature
nature of
of elaboration
elaboration
or
or processing
processing of
of information
information

Routes to Attitude Change

Central
Central route
route Peripheral
Peripheral route
route
ability
ability and
and ability
ability and
and
motivation
motivation toto process
process motivation
motivation toto process
process
aa message
message isis high
high and
and aa message
message isis low;
low;
close
close attention
attention is
is paid
paid receiver
receiver focuses
focuses more
more
to
to message
message content
content on
on peripheral
peripheral cues
cues
than
than on
on message
message
content
content
5-14
How Advertising Works

5-15