Communication theory

Communication: a two-way process that involves the

exchange of messages between two or more parties.

Key to successful communication

• relationship that exists between the sender and receiver of message

• type of message and timing of its transmission

• environment in which the message is transmitted and received

• ability of both parties to understand each other and relate to each other

The communications process

Sender EncodingMessage

Media

Decoding Receiver

Noise

Feedback

Source: Schramm, Wilbur, The Process and Effects of Mass Communications, (University of Illinois Press, Urbana, Illinois, 1955)

Sender

• credibility • attractiveness• power

Encoding• The application of words, signs, symbols, colour and

sound to a message in order to get its meaning across

Media• non-personal media• personal media• receiver’s ability and desire to gain access to media• ability of media to deliver message• type of message

Decoding

• receiver interprets words, signs, symbols, colours, sounds

• high incidence of misunderstandings• receiver selectivity in interpretations• e.g. public health communications –

‘it couldn’t happen to me’• effective communication – if the

receiver gives message the same meaning that the sender gave it.

Noise• busy environments• noise from the sender – conflicting messages

can often be sent• quality of media• competitor activity

Feedback• Helps measure effectiveness of communication• research

Measuring communications effectiveness

• research to assess target audience’s awareness and understanding of message

• identification of noise sources • sales • direct response rates• uptake of sales promotions

Interpreting communications

• codes– a common set of rules or interpretative devices

known to the sender and receiver of messages– assign a specific meaning or content to a sign– improve consumers’ efficiency– add to the enjoyment of consumers’ activities

• semiotics– the study and interpretation of various signs

used in communication

Visual symbols used in marketing communications

• hair• body• relative size• looks• manner – expression, eye contact, pose• clothes• activity – touch, body movement, pose• props and settings

Consumer buying behaviour Business buying behaviour

CulturalCultureSubcultureSocial class

EnvironmentalEconomic developmentsSupply conditionsTechnological changePolitical and regulatory developments Competitive developmentsCulture and customs

SocialReference groupsFamilyRoles and status

OrganisationalObjectivesPoliciesProceduresOrganisational structureSystems

PersonalAge and life-cycle stageOccupationEconomic situationLifestyle

InterpersonalAuthorityStatusEmpathyPersuasiveness

PsychologicalMotivationPerceptionLearningBeliefs and attitudes

IndividualAge IncomeEducationJob positionPersonalityRisk attitudes

Adapted from Armstrong and Kotler, 2003

Factors influencing consumer and business buying behaviour

Marketing communications models

AttentionAttention

InterestInterest

DesireDesire

ActionAction

The AIDA model

Hierarchy of effects model

Related behavioural dimensions

Movement toward purchase

Advertising and promotion relevant to each step

Conative i.e. motivational

Purchase

Point-of-purchaseRetail store adsDealsLast chance offersPrice appealsTestimonials

Conviction

Affective i.e. emotional/feeling states

Preference Competitive adsArgumentative copy'Image' adsStatus, glamour appeals

Liking

Cognitive i.e. intellectual, mental or rational states

Knowledge

Awareness

AnnouncementsDescriptive copyClassified adsSlogans JinglesSky writingTeaser campaigns

Taken from: Lavidge & Steiner, 1961

InterestInterest

EvaluationEvaluation

TrialTrial

AdoptionAdoption

Consumer adoption process model

AwarenessAwareness

Rogers, 1962

AttentionAttention

ComprehensionComprehension

YieldingYielding

RetentionRetention

Information processing model of advertising effects

PresentationPresentation

Rogers, 1962

BehaviourBehaviour