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Communication Response Models – Chapter 3 The Communications Process Group Exercise Source Sender or source of communication is the person or organization that has information to share. A source can be: An individual A nonpersonal entity Message Contains the information or meaning the source hopes to convey. Verbal or nonverbal Written, oral, or symbolic Developed as a result of the encoding process. Encoding involves putting thoughts, ideas, or information into symbolic form. There are many forms of encoding Encoding Verbal • Spoken Word • Written Word • Song Lyrics Graphic • Pictures • Drawings • Charts Musical Animation • Arrangement • Action/ Motion • Instrumentation • Pace/ Speed • Voices • Shape/ Form Semiotics The study of the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning. Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication. The Semiotic Perspective Three Components to every marketing message Object Brand such as Marlboro Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy) What is the symbolic meaning of the Snuggle bear? Images encoded in pictures powerfully convey emotions Channel The method by which the communication travels from the source or sender to the receiver. Channels of Communication Personal Channels Personal Selling Word of Mouth Print Media Broadcast Media Nonpersonal Channels Receiver The person or people with whom the sender shares thoughts or information. Generally consumers in the target market or audience. Marketing to Different Audience Groups Mass Markets Mass Communication Market Segments Variety of relevant media Niche Markets Personal selling or highly targeted media Small Groups One message and medium Individuals Personal selling Decoding Transforming the sender’s message back into thought. Heavily influenced by receiver’s frame of reference or field of experience. Effective communication more likely when parties share some common ground. Noise Unplanned distortion or interference. Examples include: Errors or problems during message’s encoding Distortion in radio or television signal Distractions at the point of reception Response vs. Feedback Response Receiver’s set of reactions after seeing, hearing, or reading the message. Feedback is the part of the response communicated back to the sender. Closes the loop in the communications flow and lets sender monitor how encoded message is being decoded and received. Models of the Response Process What do all of the models have in common? Series of steps From non-awareness to purchase All follow same sequence: Think (learn) Cognitive Feel Affective Do Conative Can you think of an example of when you followed this traditional model? Do consumers always follow that model? Can you think of an example of when you didn’t follow the traditional model? Alternative Response Hierarchies Computers are high-involvement, highly differentiated products. Clever ads encourage low involvement learning Implications of Alternative Response Models Analyze: • Communication situation for their product or service •Involvement levels and product/service differentiation •Consumers’ use of information sources and levels of experience with product or service Likely response sequence IMC program The Cognitive Response Approach Figure 3-7 Cognitive Response Categories Product/Message Thoughts Counter Arguments Support Arguments Source-Oriented Thoughts Source Derogation Source Bolstering Ad–Execution Thoughts Thoughts About the Ad Itself Affect Attitude Toward the Ad