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

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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.