371163768-file.pdf - CHAPTER 4 COMMUNICATION RESPONSE MODELS Communication \u2192 Passing information the exchange of ideas\/process of establishing a

371163768-file.pdf - CHAPTER 4 COMMUNICATION RESPONSE...

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1 CHAPTER 4: COMMUNICATION RESPONSE MODELS Communication Passing information, the exchange of ideas/process of establishing a commonness/oness of thoughts between sender and receiver COMMUNICATION PROCESS (1) SOURCE ENCODING Source (Sender) Person/organization that has information to share with another person/group of ppl Encoding Putting thoughts/ideas/information into a form that provides a meaningful msg (2) MESSAGE Message Contains the information/meaning the source intends to convey Message Content information and/or meaning contained in the msg Message Structure/Message Design The way the msg is constructed to deliver the information or intended meaning [ What determines the effectiveness of communication? The impression / images the ad creates] (3) CHANNEL Channel How the communication travels from the source/send to the receiver 1. Non-personal Method of communication that carry a msg without interpersonal contact b/w sender + receiver (1) Print newspapers (2) Broadcast tv/radio (3) Out of home outdoor, transit Note: These channels are generally referred to as the mass media or mass communication, since the msg is sent to many individuals at 1 time 2. Personal Face to Face (ex: sales ppl when delivering msg to buyers) (4) RECEIVER/DECODING Decoding Process of transforming the sender’s msg back into thought ** This process is heavily influenced by the receiver’s frame of reference or field of experience , which is the experiences/perceptions/attitudes/values he/she brings to the communication situation Common Ground Overlap of circles (5) NOISE Noise Unplanned distortion or interference (ex: Errors, problems, distractions @ the point of reception) (6) RESPONSE/FEEDBACK Response Receiver’s set of reactions after seeing/hearing/reading the msg - Non-observable (storing info in memory to immediate action like visiting brand’s FB page) - Emotional ( Consumers enjoy/dislike msgs they receive ) Feedback Receiver’s response that is commu nicated back to the sender THE RESPONSE PROCESS Models that illustrate communication effects within the receiver of an “advertising” message. (1) DAGMAR D esigning A dvertising G oals F or M easured A dvertising R esults established relevant guidelines for setting communication objectives.
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