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The goals of this chapter are: To understand the basic elements of the communication process and the role of communication in marketing; to examine various models of the communication process; to analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy;. | Chapter 4 The communication process To understand the basic elements of the communication process and the role of communication in marketing. To examine various models of the communication process. To analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy. To examine the nature of consumers’ cognitive processing of marketing communication. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 86 of the text. Response Traditional models How they work Alternative models AIDA Innovation adoption Information processing Response hierarchies Hierarchy of FX Communication process Cognitive response Elaboration likelihood Standard learning Dissonance attribution Low involvement Central or peripheral Who Whom How What Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 4 as shown on p. 86 of the text. These mind maps which are used throughout the text and the slide presentations provides a signposts for the topics to be covered by a presentation or a span of slides within a presentation, allowing learners to see what has been covered and/or what topics remain to be covered. Use of this slide This is an introductory slide. What’s the buzz? Relation to text This slide presents a screen capture of the Dotti website. Summary overview While many marketers have used their online presence and social media to engage in buzz marketing, fashion retailer Dotti, owned by the Just Group, has combined their website with Facebook in novel ways to reach their target market of young females. Dotti relaunched its website, Dotti nation, to cultivate an online community of followers allowing users to interact with their Facebook profile without leaving the Dotti site. The site allows Dotti users to create content and to interact with other users. The | Chapter 4 The communication process To understand the basic elements of the communication process and the role of communication in marketing. To examine various models of the communication process. To analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy. To examine the nature of consumers’ cognitive processing of marketing communication. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 86 of the text. Response Traditional models How they work Alternative models AIDA Innovation adoption Information processing Response hierarchies Hierarchy of FX Communication process Cognitive response Elaboration likelihood Standard learning Dissonance attribution Low involvement Central or peripheral Who Whom How What Relation to text This slide presents a mind map of the key topics/concepts .
