1. The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Chapter plan © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.The Communication Process 2.Analyzing the Receiver 3.The Response Process

3. 1. The Communication Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.1. Source (sender) 1.2. Encoding 1.3. Message 1.4. Channel 1.5. Decoding 1.6. Receiver 1.7. Field of experience 1.8. Response (Feedback) 1.9. Noise

5. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.1. Source (sender) Personal e.g. a salesperson OR a hired spokesperson Non-Personal e.g. the company itself (no specific spokesperson is shown)

6. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.2. Encoding Putting ideas and information in a symbolic form Combining words, texts, pictures, music…etc. to convey the intended message to the receiver

7. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.3. Message The message can be verbal or non-verbal, oral or written, or symbolic The encoding process leads to the development Of the message Lets see some encoded messages

8. What is the symbolic meaning of the Snuggle bear? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. Images Encoded in Pictures Convey Emotions Very Powerfully © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Personal Channels Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Non-personal Channels Personal Selling Word of Mouth Print Media Broadcast Media 1.4. Channel

11. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.5. Decoding The process of transforming the sender’s message back into thought. This process is heavily influenced by receiver’s field of experience (experiences, perceptions attitudes, values)

12. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.6. Receiver Individual or group Specific or mass

13. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Receiver Experience Sender Experience Different Worlds Receiver Experience Receiver Experience Sender Experience Sender Experience Moderate Commonality Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience 1.7 Field of experience (Experiential Overlap)

14. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.8. Noise Any distortion or interference with the reception of the message Might come from any of the communication elements or from outside

15. Components of the communication process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.9. Response (Feedback) Immediate action (e.g. asking, testing, buying) Non-observable action (e.g. storing in memory)

16. Mass Markets Market Segments Niche Markets Small Groups Niche Markets (Personal selling, Direct marketing) Market Segments (Specialized advertising) Mass Markets (Mass advertising) 2. Analyzing the receiver © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Small Groups & Individuals (Personal selling)

17. 3. The Response Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 3.1. Traditional Response Hierarchy models 3.2. Alternative Response Hierarchies 3.3. The Cognitive Response Approach

18. 3.1. Traditional Response Hierarchy models © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. 3.2. Alternative Response Hierarchies © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin HighLow High Low Topical Involvement Perceived product differentiation Learning modelLow involvement model Dissonance/ attribution model Cognitive Affective Conative Affective Cognitive Conative Affective

20. 3.3. The Cognitive Response Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin