communication process with questions

8/7/2019 Communication Process with questions

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Communication Process


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Presentation by Anjali Pashankar 2


Feedback

SenderDecoding

ReceiverEncoding

Response

Message

Media

Noise


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The model underscores the key factors in effectivecommunication.

Senders must know what audience they want to reach & whatresponse they what.

They encode the message in a way that takes into accounthow the Target audience usually decodes the message.

Sender must transmit the message through efficient mediathat reach the Target Audience.



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Sender must develop feedback channels so that they can

know the receivers response to message.

It is vital that senders encoding process mesh with receiversdecoding process in fact the more senders field of

experience overlaps with that of receiver the more effective

the message.

The source can encode and destination can decode only in

terms of experience each has had



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Source: The source of the message in advertising

communications is the point at which the message originates.There are many types are sources such as company offering

product, the particular brand or spokesperson used.

Message: refers to both the content & execution of advertising.

It is totality of what is perceived by the receiver of the message.

Receiver : is also called the Target audience and can be

described in terms of audience segmentation variables like

lifestyle, benefits sought, demographics etc.

It is the characteristics of the receiver i.e. the demographic,

psychological & social characteristics that provide the basis for

understanding communication, persuasion & marketing process.


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Encoding & Decoding: the sender decides how to send the

message what words/ images /symbols tone etc to use.

This process of transforming the content is encoding.

When the receiver unravels the message it is decoding. It is

translating symbols back into thought.

Channel: Message is transmitted though some channel from

source to receiver.

The channel in an advertising communication systemconsists of one or more kinds of media radio, TV,

newspapers etc.


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Channels can be personal or non personal media and the

impact of communication can be different for different

media.

Personal channels are direct or one- on- one such as

personal selling or word of mouth. Non personal are mass

media, print, broadcasting etc.


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Noise: The senders task or difficulty is getting the message

through to the receiver as there is considerable noise in theenvironment.

People are bombarded with several hundred messages daily.

Therefore there is a possibility target audience may not

receive the intended message. The distracting stimuli that interfere with the reception of the

message are called as NOISE.

Noise can occur at any stage in communication process


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Feedback:

Communication process does not end with receiver getting

message feedback is necessary to complete the exchange

process.

It is monitoring how accurately the intended message is

being received.

In feedback the receiver becomes the sender and sends

response back to the original source.

Feedback can be in various forms verbal, written, action

etc.


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Non Personal

Channels

Channels of Communication

Personal

Channels

Advocate channele.g. company

sales force

Expert Channel

e.g. independent

experts

Social Channele.g. neighbors,

friends, family

Word of Mouth communication

Media channel

e.g. print,

display, radio

Atmosphere Channel

like marble flooring

in luxury hotel.

Events like News

conference, Grand

Openings


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Marketers need to know the specific needs of customers

so that they can translate them into purchase criteria.

how consumers gather information to select a brand and

how consumers make purchase decisions.

Ultimately the objective is to encourage consumers to

purchase the markers brand rather than competitors.


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Communication Response Hierarchy


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When confronted with a promotional message, consumers

proceed through some type of response process.

The response process they use in a particular situation will

depend upon a range of factors, and in particular the extent to

which the consumer is involved in the decision making

process.

The level of involvement depends upon a range of factors

including person, object and situational factors

Exposure to advertisement can create awareness about the

brand leading to a feeling of familiarity with it.

Information about the brand benefits and attributes on which

the benefits are based is also a result of exposure to

advertisement.


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Ads can also generate feelings in an audience so that they

begin to associate with the brand or its consumption.

Through the choice of the spokesperson and various

executional devices, advertising can lead to creation of an

image for the brand often called brand personality.

Advertising can create the impression that the brand is favored

by consumers peers or experts individuals and groups the

consumer likes to emulate.

These five effects can create a favorable liking or attitude

towards the brand which in turn should lead to purchasing

action.


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Traditional response hierarchies

AIDA: This was developed to represent the stages a salesperson

must take the customer through in a personal selling process.

The model indicates the buyer as passing through stages of

attention, interest, desire & action.

Hierarchy of Effects: This model shows process in which

advertising works by assuming a consumer goes through a seriesof steps in sequential order from initial awareness of product or

service to actual purchase. Awareness, knowledge, liking,

preference, conviction and purchase. A basic premise of this

model is advertising occurs over a period of time.

Innovation Adoption Models: this represent the stages a

consumer passes through in adopting a new product or service

potential adopters must be moved through series of steps before

taking some action and going through awareness, interest,

evaluation and trial.


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Information processing: This model assumes the receiver in

persuasive communication situation.

The model suggest the series of steps a receiver goes through in

being persuaded -constitute a response hierarchy.

While the stages of this model are similar to other models this

model includes a stage called Retention or the receivers ability toretain that portion of comprehended information that he or she

accepts as valid or relevant.


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Awareness /Familiarity

with the Brand

Information on Brand

Attributes or Benefits

Creation of Brand Image /Personality

Association of Feelings with

Brand

Linkage of Brand with Peers

/ Experts and Group Norms

Reminder or Inducement

about Brand Trial

Brand

Attitude

Purchase

BehaviourAd

Exposure

Advertising Exposure Model


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