Foundation Class

FeedbackSource

Encoding

Message

Channel

Receiver

DecodingNoise

•The marketer•The sender of the message

• Designing of advertisements, sales presentations, P-O-P displays, etc.

• Translation of the message into symbolic form

• Actual advertisement that contains the intended message

• Symbolic expression of the sender’s thoughts

• Television, radio, print media, telephone, direct mail, etc.

• Path through which the message moves to get to the receiver

• Person or groups of persons for whom the message is intended

• Process receiver uses to interpret the meaning of the message

• Marketing research, market share changes, sales reports

• Attitude changes, purchase or non-purchase

• Gauge of effectiveness of communication techniques

• Interference at some stage in communications process

• Competitive promotional messages

• Misinterpretation of message or wrong receiver

Source Credibility Source

Ethical

Honest

UnbiasedBelievable

Knowledgeable Trustworthy

Skillful Experienced

Source Attractivene

ss

1. SourceThe Sender Of The Message Chosen By Marketer.

Choosing a

Celebrity Endorser Fact

ors

Match w/audience

Match w/product

Image

Cost

Trust

Risk

Familiarity

Likability

Source Power

Perceived control

Perceived concern

Perceived scrutiny

Compliance

2. Encoding Shaping up what is to be said…

Graphic

• Pictures

• Drawings

• Charts

Verbal

• Spoken Word

• Written Word

• Song Lyrics

Musical

• Arrange-ment

• Instrum-entation

• Voices

Animation• Action/

Motion• Pace/

Speed• Shape/

Form

Forms of Encoding

The Semiotic Perspective Object

Sign/SymbolInterpretantThe Model

The Clothes

The Setting

The Statement

The Tag Line

What is the symbolic meaning

of this Levi ad?

3. Message The outcome …

Reca

ll

Beginning Middle End

Order of Presentation

Message Structure

Appeal to the logical, rational minds of

consumers

Appeal To Both

Appeal to the feelings and emotions of

consumers

Message Appeal Choices

Message Appeal Options

FearAppeals

• May stress physical danger or threats to health

• May identify social threats

• Can backfire if level of threat is too high

ComparativeAds

• Especially useful for new brands

• Often used for brands with small market share

• Used often in political advertising

HumorAppeals

• Can attract and hold attention

• Often the best remembered

• Put consumers in a positive mood

4. Channel The medium of communication …

PersonalChannels

Personal Selling

Word of Mouth

Nonpersonal Channels

Print Media Broadcast Media

•Flexible

• Powerful

• Real time

• No personal contact

• Geared to a large audience

• Static

Field of Experience Overlap

ReceiverExperience

SenderExperience

Different Worlds

ReceiverExperienceSender

Experience

Moderate Commonality

ReceiverExperienceSender

Experience

High CommonalityReceiverExperience

5. Decoding Interpretation …

The Response Process

Message Sidedness Refutation

Elements of Marketing Communications

Promotional Planning Elements

Who will be effective in

getting consumers’ attention?

SourceAttention

4Receiver

Comprehension

Can the receiver

comprehend the ad?

1

Which media will increase

presentation?

ChannelPresentation

2

What type of message will

create favorable attitudes?

MessageYielding

3

Promotional Planning

Why to understand communication process

How Advertising Works