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5
The Communication Process
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Ford Fiesta Launch Case History
• 20 something target audience
• “Life-streamers” due to social media use
• “Agents” chosen to drive Fiesta free
for 6 months
• Write about experiences / no restrictions
• Ford confident in product quality
• Increased brand awareness
• Have cars people get emotional about and
want to buy
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What is Communication?
• Passing of information or exchange of
ideas
• Process of establishing a commonness
of thought between a sender and a
receiver
• Success depends on the:
• Nature of the message
• Audience’s interpretation
• Environment in which it is received
• Major barrier - Language
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Communication
• Function of IMC is to communicate
• Thru ads /brand names /logos / packaging
• Need to understand process to develop
more effective programs
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The Nature of Communication
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Basic Model of Communication
Source
• Person or organization that has information
to share with another person or group of
people
Encoding
• Putting thoughts, ideas, or information into
a symbolic form
Message
• Contains the information or meaning the
source hopes to convey
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Source Encoding Using a Celebrity
Source =
person or
organization
that has info
to share
Encoding =
word a
message so
understood
by receiver
Goal = select knowledgeable /
trustworthy communicator that
receiver can identify with
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Forms of Encoding
Encode message in way that it will be
understood by receiver
Verbal
Graphic
Musical
• Spoken
Word
• Pictures
• Arrangement
• Drawings
• Instruments
• Charts
• Voices
• Written
Word
• Song
Lyrics
• Ringtone
Animation
• Action/
Motion
• Pace/
Speed
• Shape/
Form
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Message Development
Information source hopes to convey
Content
Design
Structure
Way message is put together
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An Image Can Convey More Than Words
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Communication Channels
• Channel: Facilitates communication
between sender and receiver
• Non-personal channel or mass media
• Lacks direct, interpersonal contact between the
sender and receiver
• Sent to many people at one time
• Personal channel - Direct communication
between two or more persons
• Word-of-mouth (WOM): Informal
communication among consumers about products
and services
• Viral/Buzz marketing: Generating positive
word-of-mouth discussion
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Communications Channels
Method by which communication
travels from sender to receiver
Personal
Channels
Personal
Selling
Word of
Mouth/Mouse
Print
Media
Broadcast
Media
Nonpersonal
Channels
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Viral / Buzz Marketing
• Viral/Buzz Marketing: Propagating
marketing-relevant messages with the
help of individual consumers
• Factors affecting success
• Is message entertaining
• Female/younger consumers more susceptible
• Bloggers more influential
• Seeding: Identifying and choosing the
initial group of consumers who will be
used to start spreading the message
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Marketers Embrace Viral/Buzz Marketing
Frito Lay ran contest asking consumers to create commercial
..then use social media to spread word about the brand
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Most Popular Viral Ad Campaign
171 million views worldwide
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Dove “Real Beauty” Viral Campaign
Link to the Dove Evolution YouTube Video
• Generated 12 million hits on You Tube
• Powerful pass-along benefits from consumers
talking favorably about brand
• Note: concern whether person spreading info
should disclose affiliation with company
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Receiver / Decoding
• Receiver: person with whom sender shares
information (consumer)
• Decoding: process of transforming sender’s
message into thought
• Influenced by receiver’s field of experience
(perception / attitudes)
• Effective communication = receiver correctly
interprets what source is trying to say
• Know your receiver to understand needs
• Demographics of Marketing Managers vs.
consumers
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Apples for Dessert
Effective communication when common ground
between sender and receiver
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Noise in the Communications Process
Noise
interferes with
message:
-distortion in TV signal
or
-distractions
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Response / Feedback
• Response = receiver’s reaction after seeing
message
• Storing information in memory / dialing 1-800#
• Feedback = part of receiver’s response
communicated back to sender
• Personal selling – gestures / frowns
• Customer inquiries / coupon redemptions / reply
cards
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Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
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Identifying the Target Audience
Communication process begins with knowing your audience
Mass
Media
Mass Markets
Markets Segments
Direct Mail
(Rolls Royce)
ESPN
Niche Markets
Individuals
Reach thru personal
selling (e.g. financial
services)
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Consumer Communications Models
• Low Involvement Hierarchy
•
•
•
•
Involvement in purchase decision is low (e.g. soap)
Minimal difference among brands
Mass media advertising is important
Use of visual image personality helps
• Source derogations
• Negative thoughts about spokesperson or
organization lead to reduction in message
acceptance
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