Transcript MKM803Ch3

Communication Response
Models – Chapter 3
The Communications Process
Group Exercise
Source
Sender or source of communication is
the person or organization that has
information to share.
 A source can be:

An individual
 A nonpersonal entity

Message

Contains the information or meaning the
source hopes to convey.
Verbal or nonverbal
 Written, oral, or symbolic


Developed as a result of the encoding
process.

Encoding involves putting thoughts, ideas,
or information into symbolic form.
There are many forms of
encoding
Encoding
Verbal
• Spoken
Word
• Written
Word
• Song
Lyrics
Graphic
• Pictures
• Drawings
• Charts
Musical
Animation
• Arrangement
• Action/
Motion
• Instrumentation
• Pace/
Speed
• Voices
• Shape/
Form
Semiotics
The study of the nature of meaning,
asking how our reality – words, gestures,
myths, signs, symbols,
products/services, theories – acquire
meaning.
 Advertising and marketing researchers
are interested in semiotics to better
understand the symbolic meaning which
might be conveyed in a communication.

The Semiotic Perspective
Three Components to every marketing message
Object
Brand such as
Marlboro
Interpretant/
intended meaning
(masculine,rugged
individualistic)
Sign or symbol
representing
intended
meaning
(Cowboy)
What is the symbolic meaning of the
Snuggle bear?
Images encoded in pictures
powerfully convey emotions
Channel

The method by which the communication
travels from the source or sender to the
receiver.
Channels of Communication
Personal
Channels
Personal
Selling
Word of
Mouth
Print
Media
Broadcast
Media
Nonpersonal
Channels
Receiver
The person or people with whom the
sender shares thoughts or information.
 Generally consumers in the target
market or audience.

Marketing to Different Audience Groups
Mass Markets  Mass Communication
Market Segments  Variety of
relevant media
Niche Markets  Personal
selling or highly
targeted media
Small Groups  One
message and
medium
Individuals 
Personal
selling
Decoding
Transforming the sender’s message
back into thought.
 Heavily influenced by receiver’s frame of
reference or field of experience.
 Effective communication more likely
when parties share some common
ground.

Noise
Unplanned distortion or interference.
 Examples include:

Errors or problems during message’s
encoding
 Distortion in radio or television signal
 Distractions at the point of reception

Response vs. Feedback
Response
 Receiver’s set of reactions after seeing,
hearing, or reading the message.
 Feedback is the part of the response
communicated back to the sender.

Closes the loop in the communications flow
and lets sender monitor how encoded
message is being decoded and received.
Models of the Response Process
What do all of the models have in
common?
Series of steps
 From non-awareness to purchase
 All follow same sequence:

Think
(learn)
Cognitive
Feel
Affective
Do
Conative

Can you think of an example of when
you followed this traditional model?

Do consumers always follow that model?

Can you think of an example of when
you didn’t follow the traditional model?
Alternative Response
Hierarchies
Computers are high-involvement,
highly differentiated products.
Clever ads encourage low
involvement learning
Implications of Alternative Response Models
Analyze:
• Communication situation for their product or
service
•Involvement levels and product/service
differentiation
•Consumers’ use of information sources and levels
of experience with product or service
Likely response
sequence
IMC program
The Cognitive Response
Approach
Figure 3-7
Cognitive Response Categories
Product/Message Thoughts
Counter Arguments
Support Arguments
Source-Oriented Thoughts
Source Derogation
Source Bolstering
Ad–Execution Thoughts
Thoughts About
the Ad Itself
Affect Attitude
Toward the Ad