The Communication Process

1
Chapter 5

• The Communication Process

2
The Communications Process
Receiver
Sender
Noise
3
The Communication Process

• Two major participants
• Two major communication tools
• Four major communication functions
• Noise

4
Encoding / Decoding Symbols

• Graphic
• Musical

• Verbal
• Animation

5
Human Communicators

• Verbal
• Nonverbal

6
Two Types of Channels

• Direct (Personal)
• Indirect (Media)

7
Experiential Overlap
8
Levels of Audience Aggregation
Market Segments
Individuals
9
Models of the Response Process
Models
10
Models of Obtaining Feedback
Persuasion Process
Effectiveness Test
11
Foote, Cone Belting Grid
Thinking
Feeling
1 Informative The Thinker
2 Affective The Feeler
High Involvement
3 Habit Formation The Doer
4 Self- Satisfaction The Reactor
Low Involvement
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Foote, Cone Belting Grid
Thinking
1 Informative The Thinker Car-house-furnishings-ne
w products Model Learn-feel-do
(economic?) Possible implications
High Involvement
13
Foote, Cone Belting Grid
Feeling
2 Affective The Feeler Jewelry-cosmetics-fashion
goods Model Feel-learn -do (psychological?) Poss
ible implications
High Involvement
14
Foote, Cone Belting Grid
Thinking
3 Habit formation The Doer Food-household
items Model Do-learn-feel (responsive?) Possible
implications
Low Involvement
15
Foote, Cone Belting Grid
Feeling
4 Self-satisfaction The Reactor Cigarettes,
liquor, candy Model Do-feel-learn
(social?) Possible implications
Low Involvement
16
Elaboration Likelihood Model (ELM)
Persuasive Message
Motivated?
Persuasive Cues?
Attitude Change
Able?
Cognitive Processing
No Attitude Change
Attitude Change