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Copy of The Communication Process

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Stephanie Hartford

on 27 February 2013

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Transcript of Copy of The Communication Process

The
Communication
Process The Nature of
Communication Sender Receiver Common thinking POP Effective communication Language = Challenge Overview IMC function =
communicate Advertisement Brand names Logos Graphic system Websites Package design Promotions Visual image MANY WAYS Depends on many factors, including how much current potential customer know and what they think about a company or brand and the image it hopes to create Process:
Planning
Implementing
Evaluating A Basic Model
of Communication Sender's
Field of
Experience Receiver's
Field of
Experience Source/Sender Encoding Channel
Message Decoding Receiver Noise Feedback Response Individual Nonpersonal Sender's goal Words Signs Symbols Target
Audience
aka
Receiver Verbal or nonverbal
Oral or written
Symbolic Content
as well as
the structure
and design Personal channel (face to face contact). Ex: Word of mouth Nonpersonal channels generally referred to mass media Influenced by the receiver's frame of reference or field of experience (experiences, perceptions, attitudes, and values)
Effective=match Problem:
Not equal knowledge Analyzing
The Receiver Individual and
Group Audience Niche Markets Market Segments Mass Markets and Audiences Models Stages Hierarchy of effects model Innovation
adoption
model Information
processing
model Cognitive
stage Affective
stage Behavioral stage Interest

Desire Action Awareness

Knowledge Liking
Preference
Conviction Purchase Awareness Interest

Evaluation Trial

Adoption Presentation
Attention
Comprehension Yielding

Retention Bihavior Communicate
effectively (3U):
Understand the audience
Understand what it knows/feels
Understand how to communicate Identifying the Target Audience Specific
(personal
selling) Well defined group
(direct mail) Larger group
(newspaper, magazine) Advertising The
Response
Process Implications Useful to promotional planners from several perspectives:
1. Unawareness readiness to purchase. 2. Advertiser will face different sets of communication problems.
Cognitive affective behavioral Evaluating Alternative Response
Hierarchies High Low High (Learning model)
Cognitive

Affective

Conative Low (Dissonance/
attribution model)
Conative

Affective

Cognitive (Low-involvement model)
Cognitive Conative Affective Implication Consumers integrate information from advertising and other marcomm The FCB Planning Model Thinking Feeling High
involvement Low
involvement 1. Informative (thinker)
Car-house

Model:
Learn-feel-do 3. Habit formation (doer)
Food

Model: Do-learn-feel 2. Affective (feeler)
Jewelry, cosmetics Model:Feel-learn-do 4. Self-satisfaction
(reactor)
Cigarettes, candy Model:
Do-feel-learn Cognitive
Processing of
Communications Focus of approaches for studying the receivers' responses
Center of attention: Identify specific controllable variables (source and message factors) outcoe or response variables (attention, comprehension, attitudes, and purchase intentions) The Cognitive Response Approach Exposure to
advertisement Product/message thoughts Source-oriented thoughts Ad execution thoughts Brand attitude Attitude toward
the advertisement Purchase
intention Cognitive responses Attitudes Purchase intent The Elaboration Likehood
Model of Persuation Persuasive Communication Motivated to process? Ability to process? Nature of cognitive processing Favorable thoughts predominate Unfavorable thoughts predominate Neither or neutral predominate Cognitive structure change Enduring positive attitude change (persuation) Enduring negative attitude change (boomerang) Temporary attitude shift Persuasion cue present? Retain or regain initial attitude Yes Yes Yes (favorable) Yes (unfavorable) No No No No Yes Implication: Respect to involvement Sumarizing the Response Process and the Effects of Advertising Advertising input Message content, media scheduling, repetition Filters Motivation, ability (involvement) Consumer Cognition Affect Experience Consumer behavior Choice, consumption, loyalty, habit, etc. Summary IMC function: to communicate
This process can be very complex
Promotional planning begins with the receiver/target audience Effectiveness test Viewer/listener audience size webpage views Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory, point-of-purchase consumer panel scaner data Exposure/presentation Attention Comprehension Message acceptance/yielding Retention Purchase behavior Steps in persuasion process Models of the Response Process Traditional Response
Hierarchy Models (2) Methods of Obtaining Feedback
in the Response Hierarchy AIDA
model Attention Yielding

Retention Fikryzahria Emeraldien
張思卉
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