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Communications Theory and Models of The Communications Process

Communication document

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Philippe Dubost
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0% found this document useful (0 votes)
49 views20 pages

Communications Theory and Models of The Communications Process

Communication document

Uploaded by

Philippe Dubost
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Communications Theory

and Models of the


Communications Process

Dr. George Belch


San Diego State University

.
The Communications Process
Experiential Overlap

Different Worlds

Sender Receiver
Receiver
Sender Experience
Experience
Experience Experience

Moderate Commonality

Receiver
Receiver
Sender
Sender Experience
Experience
Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience
Communications Channels

Personal
Selling
Personal
Personal
Channels
Channels
Word of
Mouth

Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media
Self versus External Paced Media

Self-Paced
Self-Paced Externally
Externally Paced
Paced
Media
Media Media
Media

Newspapers
Newspapers Radio
Radio
Magazines
Magazines Television
Television
vs.
vs.
Direct
Direct Mail
Mail

Internet
Internet
Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select the
the appropriate
appropriate channel
channel for
for the
the target
target
audience
audience

Receive
Receive feedback
feedback
The Planning Matrix
Promotional Planning Elements

Promotional
Promotional Planning
Planning

1 2 3 4
Receiver/
Receiver/ Channel/
Channel/ Message/
Message/ Source/
Source/
comprehension
comprehension presentation
presentation yielding
yielding attention
attention

Can
Can the
the Which
Which media
media What
What type
type of
of Who
Who will
will be
be
receiver
receiver will
will increase
increase message
message will
will effective
effective in
in
comprehend
comprehend presentation?
presentation? create
create getting
getting
the
the ad?
ad? favorable
favorable consumers
consumers
attitudes?
attitudes? attention?
attention?
Source Attributes and Receiver
Processing Modes

Source Attribute Process

Credibility
Credibility Internalization
Internalization

Attractiveness
Attractiveness Identification
Identification

Power
Power Compliance
Compliance
Source Credibility

Knowledge
Knowledge

Source
Source Skill
Skill

Expertise
Expertise

Trustworthy
Trustworthy

Information
Information Unbiased
Unbiased

Objective
Objective
Source Attractiveness

Similarity
Similarity Familiarity
Familiarity Likeability
Likeability

Resemblance
Resemblance Knowledge
Knowledge of of the
the Affection
Affection for
for the
the
between
between the
the source
source through
through source
source resulting
resulting
source
source and
and repeated
repeated or
or from
from physical
physical
recipient
recipient of
of the
the prolonged
prolonged appearance,
appearance,
message
message exposure
exposure behavior,
behavior, or
or other
other
personal
personal traits
traits
Use of an Attractive Athlete as a Source
Source Power

Perceived
Perceived control
control

Source
Source Power
Power Perceived
Perceived concern
concern

Perceived
Perceived scrutiny
scrutiny
There are many forms of message encoding

Encoding
Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

Spoken
Spoken Pictures
Pictures Arrange-
Arrange- Action/
Action/
Word
Word ment
ment Motion
Motion
Drawings
Drawings
Written
Written Instrum-
Instrum- Pace/
Pace/
Word
Word Charts
Charts entation
entation Speed
Speed

Song
Song Voices
Voices Shape/
Shape/
Lyrics
Lyrics Form
Form
Message Appeal Choices

Appeal
Appeal mostly
mostly to
to the
the Appeal
Appeal mostly
mostly to
to the
the
logical,
logical, rational
rational minds
minds feelings
feelings and
and emotions
emotions
of
of consumers
consumers of
of consumers
consumers

Appeal
Appeal to
to both
both the
the logical,
logical, rational
rational
minds
minds of
of consumers
consumers andand to
to their
their
feelings
feelings and
and emotions
emotions
Images Encoded in Pictures Convey
Emotions Very Powerfully
Visual Images are very important in ads
Use of Humor in a Print Ad
A Model of Cognitive Response

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


Cognitive Response Categories

Product/Message
Product/Message Thoughts
Thoughts

Counterarguments
Counterarguments Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts

Source
Source derogation
derogation Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts

Thoughts
Thoughts about
about Affect
Affect attitude
attitude
the
the ad
ad itself
itself toward
toward the
the ad
ad
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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