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Is 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

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Communication

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There must be some common thinking between two parties and information must be passed from one person to another (or from one group to another)

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What is Needed for Communication to Occur

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Sender Receiver Message Channel Encoding Decoding Response Feedback Noise

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Components of Communication Model

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Is the person or organization that has information to share with another person or group of people

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Sender (source)

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When the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receivers

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When does the Communication Process Begin?

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Involves putting thoughts, ideas, or information into a symbolic form

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Encoding

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Verbal Graphic Musical Animation

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Forms of Encoding

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Contains the information or meaning the source hopes to convey May be verbal or nonverbal, oral or written, or symbolic Must be put into a transmittable form that is appropriate for the channel of communication being used

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Message

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The impression or image the ad creates

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What Determines the Communication Effectiveness?

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Content Structure Design

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Message Development

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Refers to the information and/or meaning contained in the message

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Content

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Refers to the way the message is put together in order to deliver the informration or intended meaning

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Structure and Design

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Is the method by which the communication travels from the sender to the receiver

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Channel

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Personal channels Non-personal channels

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Channels of Communication Types

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Are direct interpersonal (face-to-face) contact with target individuals or groups Word-of-mouth Personal selling

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Personal Channels

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Positive word-of-mouth Also known as consumer-generated marketing and viral marketing Viral buzz Web communities

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Buzz Marketing

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Companies spreading the word about their brands by using the Internet and social networks

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Viral Buzz

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Customers can chat about their experiences with a company's product online with other customers

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Web Communities

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Carry a message without interpersonal contact between sender and receiver Are generally referred to as the mass media or mass communications

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Non-Personal Channels

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Sending a message to as many individuals as possible at one time

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Mass Media

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Print media Broadcast media

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Non-Personal Channels Types

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Newspapers Magazines Direct mail Billboards

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Print Media

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Radio Television

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Broadcast Media

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Is the person with whom the sender shares thoughts or information Are the consumers in the target market or audience who read, hear, and/or see the marketer's message and decode it

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Receiver

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Is the process of transforming the sender's message back into thought

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Decoding

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The receiver's frame of reference or field of experience

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What Influences Decoding?

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Refers to the receiver's experiences, perceptions, attitudes, and values he or she brings to the communication situation

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Field of Experience

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When sender and receiver field of experiences don't overlap they are different worlds When sender and receiver field of experiences somewhat overlap they have moderate commonality When sender and receiver field of experiences overlap they have high commonality

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Field of Experience Overlap

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Age

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Factor that can lead to Problems in Establishing Common Ground Between Senders and Receivers

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The unplanned distortion or interference with the reception of a message Noise may also occur because the field of experience of the sender and receiver don't overlap

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Noise

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Is the receiver's set of reactions after seeing, hearing, or reading the message

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Response

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Non-observable actions such as storing information in memory Immediate action such as dialing a toll-free number to order a product advertised on television

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Response Types

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Is the part of the receiver's response that is communicated back to the sender Closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received

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Feedback

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A salesperson has the advantage of receiving instant feedback through the customer's reactions Mass media does not receive instant feedback because advertisers are not in direct contact with the customers

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Receiving Feedback

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Marketer selects an appropriate source Develops an effective message that is encoded properly Selects appropriate channel or media for target audience Receives feedback

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Successful Communication is Accomplished When

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Individual and group audiences Niche markets Market segments Mass markets and audiences

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Identifying the Target Audience

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Individuals have specific needs and for whom the communication must be specifically tailored This often requires person-to-person communication and is generally accomplished through personal selling Marketers must often communicate with a group of people who make or influence the purchase

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Individual and Group Audiences

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Are very small, well-defined groups of customers They can usually be reached through personal-selling efforts or highly targeted media such as direct mail

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Niche Markets

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Are broader classes of buyers who have similar needs and can be reached with similar messages Marketers use broader-based media such as newspapers, magazines and TV to reach them

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Market segments

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Marketers of most consumer products attempt to attract the attention of large number of present or potential customers through mass communication such as advertising and publicity

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Mass Markets and Audiences

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Is a one-way flow of information from the marketer to the consumer Feedback on the audience's reactions to the message is generally indirect and difficult to measure

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Mass Communication

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Views the consumer as passing through cognitive, affective, and behavioral stages

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Response Models

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Represents what the receiver knows or perceives about the particular product or brand This stage includes awareness that the brand exists and knowledge, information or comprehension about its attributes, characteristics, or benefits

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Cognitive Stage

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Refers to the receiver's feelings or affect level (like or dislike) for the particular brand This stage also includes stronger levels of affect such as desire, preference, or conviction

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Affective Stage

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Refers to the consumer's action toward the brand, including trial, purchase, adoption, or rejection

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Behavioral Stage

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AIDA model Hierarchy of effects model Innovation adoption model Information processing model

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Models of the Response Process

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Was developed to represent the stages a salesperson must take a customer through in the personal-selling process

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AIDA Model

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Attention Interest Desire Action

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AIDA Model Steps

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The salesperson must first get the customer's attention and then arouse some interest in the company's product or service, strong levels of interest should create desire to own or use the product, and the action involves getting the customer to make a purchase commitment and closing the sale

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AIDA Model Example

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Shows the process by which advertising works , it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase

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Hierarchy of Effects Model

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Awareness Knowledge Liking Preference Conviction Purchase

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Hierarchy of Effects Model Steps

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Is that advertising effects occur over a period of time Advertising communication may not lead to immediate behavioral response or purchase, rather, a series of effects must occur, with each step fulfilled before the consumer can move to the next stage in the hierarchy

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Hierarchy of Effects Model Premise

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Evolved from work on the diffusion of innovations Represents the stages a consumer passes through in adopting a new product or service Useful for companies introducing new products to the market

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Innovation Adoption Model

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Awareness Interest Evaluation Trial Adoption

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Innovation Adoption Model Steps

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Assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver

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Information Processing Model

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Presentation Attention Comprehension Yielding Retention Behavior

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Information Processing Model Steps

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Is the receiver's ability to retain that portion of the comprehend information that he or she accepts as valid or relevant

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Retention

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Is a method for examining consumers' cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications

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Cognitive Response Approach

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Are the thoughts that occur to consumers while reading, viewing, and/or hearing a communication Examines thoughts that are evoked by an advertising message

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Cognitive Responses

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By having consumers write down or verbally report their reactions to a message

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How are Cognitive Responses Measured?

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Product/message thoughts Source-oriented thoughts Ad execution thoughts

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Cognitive Response Categories

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Thoughts directed at the product or service and/or the claims being made in the communication Counterarguments Support arguments

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Product/Message Thoughts

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Are thoughts the recipient has that are opposed to the position taken in the message

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Counterarguments

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Are thoughts that affirm the claims made in the message

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Support Arguments

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Thoughts directed at the source of the communication Source derogations Source bolsters

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Source-Oriented Thoughts

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Are negative thoughts about the spokesperson or organization making the claims

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Source Derogations

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Receivers who react favorably to the source generate favorable thoughts

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Source Bolsters

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The individual's thoughts about the ad itself Affect attitude toward the ad Ad execution related thoughts Attitude toward the ad

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Ad Execution Thoughts

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Include reactions to the creativity of the ad, the quality of the visual effects, colors and voice tones Can be either favorable or unfavorable

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Ad Execution-Related Thoughts

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Represents the receivers' feelings of favorability or unfavorability toward the ad

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Attitude Toward the Ad

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

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Elaboration Likelihood Model

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High elaboration means the receiver engages in careful consideration, thinking and evaluations of the information or arguments contained in the message Low elaboration occurs when the receiver does not engage in active information processing or thinking but rather makes inferences about the position being advocated in the message on the basis of simple positive or negative cues

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Amount of Elaboration

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Central route to persuasion Peripheral route to persuasion

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Elaboration Likelihood Model (ELM) Routes

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Ability and motivation to process a message is high and close attention is paid to message content

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Central Route to Persuasion

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Ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

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Peripheral Route to Persuasion

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The message is more likely to be received if a celebrity endorser is used

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The elaboration likelihood model (ELM) proposed two routes to persuasion, the central route and the peripheral route. With the peripheral route:

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Celebrity endorsers can be peripheral cues

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Celebrity Endorsers

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Rely on creative tactics that emphasize peripheral cues and use repetitive advertising to create and maintain favorable attitudes toward their brand

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Marketers of Low-Involvement Products

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Cognition Affect Experience

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Effects Between Advertising and Purchase

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Is the thinking dimension of a person's response

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Cognition

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Is the feeling dimension

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Affect

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Is a feedback dimension based on the outcomes of product purchasing and usage

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Experience

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