CHAPTER 5: THE COMMUNICATION PROCESS

THE PROCESS FLOW OF EFFECTIVE COMMUNICATION

The Communication Process

Marketing communication is the promotions element of the marketing mix that includes product, price and placement. Elements of marketing communication include senders transmitting messages to receivers via media. The business is often the sender and consumers are the receivers; messages sent from consumers back to the business are known as feedback. Noise is any interference in receiving the message or feedback. How the receiver acts is the response -- most marketing communication is designed to have buying as a response. Many businesses discuss marketing communications in terms of the marketing communication mix, which is also know as integrated marketing communications. The elements of IMC include advertising, personal selling, public relations, sales promotions and direct marketing.

ENCODING/DECODING OF SYMBOLS

• Graphics
• Pictures
• Drawings
• Charts
• Musical
• Arrangements
• Instrumentation
• Voice or chorus
• Verbal
• Spoken Words
• Written Words
• Song Lyrics
• Animation
• Action/Motion
• Pace/Speed
• Shape/Form

EXPERIENTIAL OVERLAP

SEMIOTICS

Three components of a marketing message are:

TYPES OF CHANNELS

Direct Channel

• One to one Communication

• One to Group communication

• Team to Group

Indirect Channel of Communication

• Paid Media
• Unpaid Media
• Special Media

COMMUNICATION BY HUMANS

Verbal Communication

Humans communicate with their environment by means of verbal and non verbal communication. The verbal communication comprises of the communication explicitly made using words. Messages can be communicated by means of grammer, Vocabulary and Inflection.

Non Verbal Communication

Nonverbal communication is usually understood as the process of communication through sending and receiving wordless (mostly visual) cues between people. Messages can be communicated through gestures and touch, by body language or posture, by facial expression and eye contact.

LEVELS OF AUDIENCE AGGREGATION

THE RESPONSE PROCESS

HOW TO OBTAIN FEEDBACK?

AN ALTERNATE RESPONSE HIERARCHY

THE INVOLVEMENT CONCEPT

FOOTE, CONE & BELDING GRID

Now let us analyse each of the quadrant in finer details.

• Thinking

• Feeling

• Thinking

• Feeling

COGNITIVE RESPONSE

This is a method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications. The objective is to examine the types of thoughts that are evoked by an advertising message.

Framework for Cognitive Response

• Product/Message Thoughts
• Counter arguments, support arguments

• Source- Oriented Thoughts
• Source derogation– source bolstering

• Ad- Execution Thoughts
• Affect attitude toward the ad
• Thoughts about the ad itself
• Important determinant of advertising effectiveness

HOW ADVERTISING WORKS: A FRAMEWORK