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05

The Communication Process

McGraw-Hill/Irwin

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

The Nature of Communication

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Message Development

Content

Design

Structure

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Communication Channels

Personal Channels

Nonpersonal Channels

Word of Mouth

Personal Selling

Print Media

Broadcast Media

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Field of Experience Overlap


Different Worlds
Sender Experience

Receiver Experience

Moderate Commonality
Sender Experience Receiver Experience

High Commonality
Receiver Sender Experience Experience

Receiver Experience

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Successful Communication
Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback
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Identifying the Target Audience

Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences

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The Response Process

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Alternative Response Hierarchies


Topical Involvement
High Low
Low involvement model Cognitive Learning model

Perceived product differentiation

High

Cognitive Affective Conative


Dissonance/ attribution model

Conative

Low

Conative Affective Cognitive

Affective

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The FCB Planning Model


Thinking High Involvement Feeling

Informative The Thinker

Affective The Feeler

Low Involvement

Habit Formation The Doer

SelfSatisfaction The Reactor


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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
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A Model of Cognitive Response

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Cognitive Response Categories


Product/Message Thoughts Counterarguments Support arguments

Source-Oriented Thoughts Source derogation Source bolstering

Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad
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Elaboration Likelihood Model (ELM)


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

Peripheral route ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
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How Advertising Works

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