Communications Theory and Models of The Communications Process
Communications Theory and Models of The Communications Process
.
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
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
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