Download The Process and Effects of Mass Communications

Communication theory
Communication: a two-way process
that involves the exchange of
messages between two or more
parties.
Key to successful communication
• relationship that exists between the sender
and receiver of message
• type of message and timing of its
transmission
• environment in which the message is
transmitted and received
• ability of both parties to understand each
other and relate to each other
The communications process
Noise
Sender
Encoding
Message
Decoding
Receiver
Media
Feedback
Source: Schramm, Wilbur, The Process and Effects of Mass
Communications, (University of Illinois Press, Urbana, Illinois, 1955)
Sender
• credibility
• attractiveness
• power
Encoding
• The application of words, signs, symbols, colour and
sound to a message in order to get its meaning across
Media
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non-personal media
personal media
receiver’s ability and desire to gain access to media
ability of media to deliver message
type of message
Decoding
• receiver interprets words, signs, symbols,
colours, sounds
• high incidence of misunderstandings
• receiver selectivity in interpretations
• e.g. public health communications – ‘it
couldn’t happen to me’
• effective communication – if the receiver
gives message the same meaning that the
sender gave it.
Noise
• busy environments
• noise from the sender – conflicting messages can
often be sent
• quality of media
• competitor activity
Feedback
• Helps measure effectiveness of communication
• research
Measuring communications
effectiveness
• research to assess target audience’s
awareness and understanding of message
• identification of noise sources
• sales
• direct response rates
• uptake of sales promotions
Interpreting communications
• codes
– a common set of rules or interpretative devices known
to the sender and receiver of messages
– assign a specific meaning or content to a sign
– improve consumers’ efficiency
– add to the enjoyment of consumers’ activities
• semiotics
– the study and interpretation of various signs used in
communication
Visual symbols used in marketing
communications
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hair
body
relative size
looks
manner – expression, eye contact, pose
clothes
activity – touch, body movement, pose
props and settings
Factors influencing consumer and business buying behaviour
Consumer buying behaviour
Business buying behaviour
Cultural
Culture
Subculture
Social class
Environmental
Economic developments
Supply conditions
Technological change
Political and regulatory
developments
Competitive developments
Culture and customs
Social
Reference groups
Family
Roles and status
Organisational
Objectives
Policies
Procedures
Organisational structure
Systems
Personal
Age and life-cycle stage
Occupation
Economic situation
Lifestyle
Interpersonal
Authority
Status
Empathy
Persuasiveness
Psychological
Motivation
Perception
Learning
Beliefs and attitudes
Individual
Age
Income
Education
Job position
Personality
Risk attitudes
Adapted from Armstrong and Kotler, 2003
Marketing communications models
The AIDA model
Attention
Interest
Desire
Action
Hierarchy of effects model
Related behavioural
dimensions
Conative i.e.
motivational
Movement toward
purchase
Purchase
Advertising and
promotion relevant to
each step
Point-of-purchase
Retail store ads
Deals
Last chance offers
Price appeals
Testimonials
Conviction
Affective i.e.
emotional/feeling states
Preference
Competitive ads
Argumentative copy
'Image' ads
Status, glamour appeals
Liking
Cognitive i.e.
intellectual, mental or
rational states
Knowledge
Awareness
Taken from: Lavidge & Steiner, 1961
Announcements
Descriptive copy
Classified ads
Slogans
Jingles
Sky writing
Teaser campaigns
Consumer adoption process model
Awareness
Interest
Evaluation
Trial
Adoption
Rogers, 1962
Information processing model of advertising effects
Presentation
Attention
Comprehension
Yielding
Retention
Behaviour
Rogers, 1962