THE

COMMUNICATION
PROCESS

The Nature of Communication

The communication process is complex, and often unsuccessful

Forms of Encoding

Verbal

Graphic

Musical

Spoken
Word

Pictures

Arrangement

Action/
Motion

Instrumentation

Shape/
Form

Written
Word

Song
Lyrics

Drawings

Charts

Voices

Animation

Pace/
Speed

Message Development

Content

Design

Structure

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What is the symbolic meaning of

this Levi ad?
The Model

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The Clothes

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The Setting

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The Statement

!
The Tag Line

Communication Channel
Personal
Channels

Word of
Mouth

Personal
Selling

Nonpersonal
Channels

Print
Media

Broadcast
Media

Apples for Dessert

Field of Experience Overlap

Different Worlds
Sender
Experience

Receiver
Experience

Moderate Commonality
Sender
Experience

Receiver
Experience

High Commonality
Receiver
Sender
Experience
Experience

Receiver
Experience

Successful Communication
Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target
audience
Receive feedback

Identifying the Target Audience

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

The Response Process

Obtaining Feedback
Effectiveness Tests

Persuasion Process

Circulation reach

Exposure/presentation

Listener, reader,
viewer recognition

Attention

Recall, checklists

Comprehension

Brand attitudes,
purchase intent

Message acceptance/
yielding

Recall over time

Retention

Inventory
POP consumer panel
Scanner data

Purchase behavior

Alternative Response
Hierarchies

High

High

Low

Learning
model

LowCognitive
involvement
model
!

Cognitive
Affective
Conative
Dissonance/
attribution model

Low

Perceived product
differentiation

Topical Involvement

Conative
Affective
Cognitive

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Conative

!
!
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Affective

Dissonance/Attribution Model

Low-Involvement Products

Low
Involvement

High
Involvement

The FCB Planning Model

Thinking

Feeling

Informative
The Thinker

Affective
The Feeler

Habit
Formation
The Doer

SelfSatisfaction
The Reactor

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

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 thoughts that are evoked
by an advertising message
Consumers write down or verbally report
their reactions to a message

A Model of Cognitive
Response

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

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
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

How Advertising Works