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Chapter 5
The Communication Process
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The McGraw-Hill Companies, Inc., 1998©
Levels of Audience Aggregation
Mass Markets and Audiences
Market Segments
Niche Markets
Individual and Group Audiences
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The McGraw-Hill Companies, Inc., 1998©
Slide 5-1
Figure 5-2
A Basic Model Communication
Receivers
Senders
Source
Sender
Encoding
Channel
Massage
Feedback
Noise
Decoding
Receiver
A Basic Model Communication
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Communication: passing information, exchange ideas or
establishing a commence of thoughts between sender and
receiver.
Two major participants in communication process are sender &
receiver.
Two major tools are massage & channels
Two functions are encoding & decoding
Interfere element is noise
Source/ encoding: person or organization that information to
share with another person or group (signs, symbols and pictures.
Massage: That contain the meaning ,thoughts and information to
convey.
Receiver/decoding: transforming the meaning ,symbol and
pictures into thoughts .
Identifying the target Audience
Mass Market and Audiences
Market Segmentation
Niche markets
Individuals &Group Audiences
• Individuals: Who have specific needs
require personal selling
• A second level of audience aggregation is
represented by group require advertising
and multilevel personal selling
• Niches with same needs and wants
require personal selling and direct
marketing
• Market segments with mass audiences
require advertising & publicity
Traditional Response Hierarchy
Models
AIDA ( Salesperson) •
interest
desire action attention
Hierarchy of effects (advertising effect) •
awareness knowledge liking
preference conviction
purchase
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The McGraw-Hill Companies, Inc., 1998©
Slide 5-2
Figure 5-3
Traditional Response Hierarchy
Models cont.
Innovation adoption (New Product) •
awareness
interest
evaluation trial
adoption
Information processing (William McGuire) •
presentation
attention
comprehension (Knowledge)
Yielding (Liking) retention
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The McGraw-Hill Companies, Inc., 1998©
behavior
Slide 5-3
Figure 5-3
Methods of obtaining feedback
Steps in persuasion process 
Effectiveness Test
Exposure/presentation 
Circulation reach
Listener, reader, viewer
Attention 
recognition
Comprehension (Aware) 
Recall, checklists
Brand attitudes, purchase Message acceptance/ 
intent (Aim)
yielding (liking)
Recall over time
Retention 
Inventory, point of PurchasePurchase behavior 
consumer panel
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The McGraw-Hill Companies, Inc., 1998©
Slide 5-4
Figure 5-4
Alternative Response Hierarchies
Standard •
learning
Dissonance/ •
attribution (choose
learn
do
feel
feel
do
learn
between two product with
similar quality)
Low- •
involvement
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learn
do
feel
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Categories of Cognitive Responses
Product/message thoughts much attention focused on two •
types of response
• Counterarguments: Thoughts that are opposed to the position
taken in the massage ,related negatively to massage acceptance
• Support arguments: Thoughts that affirm the claims made in
massage ,related positively to massage acceptance
Source oriented thoughts: Source derogation (Negative thoughts
about the spokesperson. or source holster Positive thoughts
about the spokesperson.
Ad execution thoughts: Individual thought about the advertising
itself reaction of recovers towards creativity of ad, quality
,colors.
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The McGraw-Hill Companies, Inc., 1998©
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