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Chap05 The Communication Process
The document discusses models of the communication process including: - The basic communication process involving a sender, receiver, message, channel, and feedback. - Factors that can impact effective communication such as noise, encoding/decoding symbols, and the level of common experiences between the sender and receiver. - Models of how consumers respond to advertising messages including the AIDA model, hierarchy of effects model, and innovation adoption model. - Factors involved in measuring the effectiveness of communication including exposure, attention, comprehension, retention, and purchase behavior.
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This slide introduces the communication process highlighting sender/receiver roles, channels, encoding/decoding, and noise affecting communication.
Explores encoding and decoding through different symbols, graphics, verbal communication, and semiotic elements in marketing messages.
Discusses direct (personal) and indirect (media) channels in communication, emphasizing human communicators and verbal/non-verbal elements.
Describes levels of audience aggregation from mass markets to individuals and introduces models of response processes like AIDA.
Presents models for obtaining feedback in advertising and persuasion, including effectiveness tests, recall, and purchase behavior.
Examines alternative response hierarchy models including learning and low involvement concepts affecting consumer behavior.
Introduces the Foote, Cone, & Belding grid analyzing involvement types and implications for advertising strategy based on consumer involvement.
Analyzes cognitive responses to advertising messages focusing on thought categories and their effect on product attitude and purchase intention.
Details the Elaboration Likelihood Model focusing on central vs peripheral routes to persuasion, and factors in attitude change.
Summarizes a framework for studying advertising inputs, consumer cognition, and resulting consumer behavior patterns.
