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Chapter 5

Chapter 5 discusses the communication process, emphasizing the importance of credible sources, effective encoding of messages, and appropriate communication channels. It outlines various models of consumer response, including cognitive, affective, and behavioral aspects, as well as the AIDA model for sales. The chapter also highlights the significance of understanding the target audience and analyzing their responses to promotional messages.

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3 views

Chapter 5

Chapter 5 discusses the communication process, emphasizing the importance of credible sources, effective encoding of messages, and appropriate communication channels. It outlines various models of consumer response, including cognitive, affective, and behavioral aspects, as well as the AIDA model for sales. The chapter also highlights the significance of understanding the target audience and analyzing their responses to promotional messages.

Uploaded by

mohammedabdurrahman101
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 5

The Communication
Process
The Communication Process
The passing of information, the exchange of ideas, or
the process of establishing a commonness or oneness of thought
between a sender and a receiver.
Source:
⇒ Should be credible
(use spokesperson)

Encoding:
⇒ Use words, signals
and symbols that are
familiar to
audiences.
Message Development
encoding process leads to development of message

Content
Content Design
Design Structure
Structure

Can be verbal or non verbal


Communication Channels
Personal Non-personal
Channels Channels
Email, personal selling, Mass media (broadcast &
word of mouth (buzz print media)
marketing)

Billboard

TV Advertising Print Media


Viral Marketing:
communicating
through social
media and
online
commercials
Bangladeshi Viral ads
Successful Communication depends
on:--
Select an appropriate Develop a properly
source encoded message

Select Appropriate
channel

Receiving feedback
Analyzing the Receiver
How the audience is identified & the process of responding to a promotional
message

a. Identify the target audience:

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual &
Group
Audiences
b. The Response Process
Understand the response process the receiver go through & how the
promotional message influence consumer response

:--
Traditional models
Cognitive: what
receiver knows abt the
product
Affective: receiver's
feeling (like/dislike) abt
the product
Behavioral: consumer’s
action (trial, purchase)
towards the brand
AIDA: a salesperson first get buyer’s attention, arouse some interest in the product or
service, action (getting the customer to make a purchase).

 Hierarchy of effects model: consumer pass through a series of


steps from initial awareness to actual purchase. Ad may not lead to immediate purchase

 Innovation adaptation model: stages a consumer pass through in


adopting a new –product or service.

Information processing model: similar to hierarchy of effects model,


with an added stage --- retention (receiver’s ability to retain a portion of info relevant to her)
 Helps to study receiver's
response to marketing
commercials, however, it
Critic of cannot explain what is
Hierarchy causing these reactions.
Response
Model  So, need to understand the
nature of cognitive reaction
to persuasive message.
Cognitive Response Approach
The thoughts consumers have while reading/viewing/ hearing a
communication message

Consumers write down or


verbally report their reactions
to a message
3 categories

Product/message Source Oriented Ad-execution


thought Thought thought
Directed at product/service Consumer’s thought about the
Directed at source of
ad
communication(spokesperson)
Counterargument,
Liking abt ad (creativity of
support argument Source derogation, source ad, quality of visual effect)
bolster
3 categories of Cognitive Response
Model
THANK YOU

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