Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Chapter 5 The Communication Process Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998© Levels of Audience Aggregation Mass Markets and Audiences Market Segments Niche Markets Individual and Group Audiences Irwin/McGraw-Hill 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 • • • • • • • • 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 Irwin/McGraw-Hill 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 Irwin/McGraw-Hill 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 Irwin/McGraw-Hill 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 Irwin/McGraw-Hill learn do feel Slide 5-5 The McGraw-Hill Companies, Inc., 1998© 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. Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998© Slide 5-6