Scribd
Upload
37 views

The Communication Process: Ravi Vaidya

The document discusses various aspects of the communication process, including: 1) It describes the basic communication model which involves a sender, message, channel, receiver, and potential noise or barriers. 2) It discusses different types of symbols used in encoding messages such as graphic, verbal, musical, and animation symbols. 3) Factors that influence the communication process are discussed such as the level of common experience between the sender and receiver and the use of semiotics to understand how meaning is constructed. 4) Various models of the response process and obtaining feedback are summarized including the AIDA model, innovation adoption process, and hierarchy of effects model.

Uploaded by

Kaya Agrawal
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
37 views

The Communication Process: Ravi Vaidya

The document discusses various aspects of the communication process, including: 1) It describes the basic communication model which involves a sender, message, channel, receiver, and potential noise or barriers. 2) It discusses different types of symbols used in encoding messages such as graphic, verbal, musical, and animation symbols. 3) Factors that influence the communication process are discussed such as the level of common experience between the sender and receiver and the use of semiotics to understand how meaning is constructed. 4) Various models of the response process and obtaining feedback are summarized including the AIDA model, innovation adoption process, and hierarchy of effects model.

Uploaded by

Kaya Agrawal
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 29

The Communication Process

Ravi Vaidya

The Communications Process


Fields of Experience

Source / Sender

Channel Encoding
MESSAGE

Decoding

Receiver / Audience

Noise
Response Feedback Loop
Ravi Vaidya

Encoding / Decoding Symbols

Graphic
Pictures Drawings Charts

Verbal
Spoken word Written word Song lyrics

Musical
Arrangement Instrumentation Voice or chorus

Animation
Action/motion Pace /speed Shape/Form

Ravi Vaidya

Experiential Overlap

Different Worlds Sender Experience Moderate Commonality Sender Experience Receiver Experience Receiver Experience

High Commonality Sender Experience


Ravi Vaidya

Receiver Experience

Semiotics

Studies the nature of meaning


How do the things around us acquire meaning? Products & brands acquire meaning through the way they are advertised and consumers use products & brands to express their social identities.
Ravi Vaidya

Semiotics

From a semiotic perspective, every marketing message has three components:


An object A sign or symbol An interpretant message

the

derived

Ravi Vaidya

Semiotics
Three Components of a marketing message

Object Brand such as Marlboro

Sign or symbol representing intended meaning (Cowboy)

Interpretant/ intended meaning (masculine, rugged individualistic)

Ravi Vaidya

Ravi Vaidya

Two Types of Channels

Direct (Personal)
One-on-one One to group Team to group

Indirect (Media)
Paid media Unpaid media Special media

Ravi Vaidya

Human Communicators

Verbal
Vocabulary Grammar Inflection

Nonverbal
Gestures Facial expression Body language
Ravi Vaidya

Levels of Audience Aggregation


Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals
Ravi Vaidya

Models of the Response Process


Models
Stages AIDA
model Attention Cognitive Knowledge Interest Affective Linking Preference Interest

Hierarchy of
effects model Awareness

Innovation
adoption Awareness

Information Processing Presentation Attention Comprehension Yielding

Desire

Conviction

Evaluation
Trial

Retention

Behavioral Action Purchase


Ravi Vaidya

Adoption

Behavior

Advertising is used to make consumers aware of new products and their features

Ravi Vaidya

Models of Obtaining Feedback


Persuasion Process
Circulation reach
Listener, reader, Viewer recognition Recall, checklists Brand attitudes, Purchase intent Recall over time Inventory, POP Consumer panel
Ravi Vaidya

Effectiveness Test
Exposure, presentation
Attention

Comprehension
Message acceptance/ yielding Retention Purchase behavior

An Alternative Response Hierarchy


Topical Involvement High
Learning Model

Low
Low Involvement Model

Perceived product differentiation

High

Cognitive Affective Conative


Dissonance/ Attribution Model

Cognitive

Conative

Low

Conative Affective Cognitive


Ravi Vaidya

Affective

An ad for a low involvement product

Ravi Vaidya

Involvement Concept
Antecedents of involvement derived from the literature Person factors - Needs - Importance - Interest - Values Object or stimulus factors - Differentiation of alternatives - Source of communication Content of communication Situational factors -Purchase/use -Occasion
Ravi Vaidya

Possible results of involvement


Elicitation of counterarguments to ads

Involvement With advertisements With products With purchase decisions

Effectiveness of ad to induce purchase Relative importance of the product class Perceived differences in product attributes Preference of a particular kind Influence of price on brand choice

Amount of information on search


Time spend deliberating alternatives Type of decision rule used in choice

Foote, Cone & Belding Grid


Thinking High Involvement Feeling

1
Informative
The Thinker

2
Affective
The Feeler

Low Involvement

3
Habit Formation
The Doer
Ravi Vaidya

4
SelfSatisfaction
The Reactor

Foote, Cone & Belding Grid


Thinking

1
Informative
The Thinker

High Involvement

Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration
Ravi Vaidya

Foote, Cone & Belding Grid


Feeling

2
Affective
The Feeler High Involvement
Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?)
Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact
Ravi Vaidya

Foote, Cone & Belding Grid


Thinking

3
Habit formation
The Doer Low Involvement
Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second IDs Radio; Point of Sale Creative: Reminder
Ravi Vaidya

Foote, Cone & Belding Grid


Feeling

4
Self-satisfaction
The Reactor Low Involvement
Cigarettes, liquor, candy Model: Do-feel-learn (social?)
Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention
Ravi Vaidya

Cognitive Response
A method for examining consumers cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications Examines types of thoughts that are evoked by an advertising message

Ravi Vaidya

A Model of Cognitive Response


Cognitive Responses Product/message thoughts SA/CA Attitudes Brand attitudes

Exposure to advertisement

Source-oriented thoughts
Source derogations
Source bolsters

Purchase intention

Ad execution thoughts

Attitude towards the advertisement

Ravi Vaidya

Cognitive Response Categories


Product/Message Thoughts Counter arguments, support arguments Source - Oriented Thoughts Source derogation source bolstering Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Important determinant of advertising effectiveness
Ravi Vaidya

The Elaboration Likelihood Model


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 to persuasion ability and motivation to process a message is high and close attention is paid to message content Peripheral route to persuasion ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
Ravi Vaidya

Central processing usually occurs for high involvement products

Ravi Vaidya

An ad using peripheral cues

Ravi Vaidya

A framework for studying how advertising works


Advertising Input Message Content, media scheduling, repetition

Filters Motivation, ability (involvement)

Consumer Cognition Affect Experience

Consumer Behavior Choice, consumption, loyalty, habit, etc.


Ravi Vaidya

You might also like