The Communications
Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Chapter plan
1. The Communication Process
2. Analyzing the Receiver
3. The Response Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. The Communication Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.1. Source (sender)
1.2. Encoding
1.3. Message
1.4. Channel
1.5. Decoding
1.6. Receiver
1.7. Field of experience
1.8. Response (Feedback)
1.9. Noise
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.1. Source (sender)
Personal
e.g. a salesperson OR a hired spokesperson
Non-Personal
e.g. the company itself
(no specific spokesperson is shown)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.2. Encoding
Putting ideas and information in a symbolic form
Combining words, texts, pictures, music…etc.
to convey the intended message to the receiver
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.3. Message
The encoding process leads to the development
Of the message
The message can be verbal or non-verbal, oral or
written, or symbolic
Lets see some encoded messages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What is the symbolic meaning of the
Snuggle bear?
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Images Encoded in Pictures Convey
Emotions Very Powerfully
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.4. Channel
Non-personal
Channels
Personal
Channels
Personal
Selling
Word of
Mouth
Print
Media
Broadcast
Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.5. Decoding
The process of transforming the sender’s
message back into thought. This process is
heavily influenced by receiver’s field of
experience (experiences, perceptions
attitudes, values)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.6. Receiver
• Individual or group
• Specific or mass
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Components of the communication process
1.7 Field of experience (Experiential Overlap)
Different Worlds
Receiver Experience
Sender Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
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Receiver
Experience
Components of the communication process
1.8. Noise
• Any distortion or interference with the
reception of the message
• Might come from any of the communication
elements or from outside
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Components of the communication process
1.9. Response (Feedback)
• Immediate action (e.g. asking, testing, buying)
• Non-observable action (e.g. storing in memory)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2. Analyzing the receiver
Mass
Mass Markets
Markets
(Mass advertising)
Market Segments
Market Segments
(Specialized advertising)
Niche
Markets
Niche
Markets
(Personal selling, Direct marketing)
Small Groups &
Small
Groups
Individuals
(Personal selling)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3. The Response Process
3.1. Traditional Response Hierarchy models
3.2. Alternative Response Hierarchies
3.3. The Cognitive Response Approach
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3.1. Traditional Response Hierarchy models
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3.2. Alternative Response Hierarchies
High
High
Low
Learning model
Low involvement
model
Cognitive
Affective
Conative
Dissonance/
attribution model
Low
Perceived product
differentiation
Topical Involvement
Conative
Affective
Cognitive
Cognitive
Conative
Affective
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3.3. The Cognitive Response Approach
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin