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Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,. | Chapter 5 Perspectives on Consumer Behavior Figure 5.1 - A Model of the Communication Process Graphic Pictures Drawings Charts Verbal Spoken Word Written Word Song Lyrics Musical Arrange-ment Instrum-entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical There are many forms of message encoding Encoding Personal Channels Personal Channels Communications Channels Nonpersonal Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media Basic Model of Communication Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success Message characteristics Individual sender or receiver characteristics Social network characteristics Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message Basic Model of Communication Receiver: Person with whom the sender shares thoughts or information Decoding: Transforming the sender’s message into thought Heavily influenced by the receiver’s field of experience Field of experience: The experiences, perceptions, attitudes, and values a person brings to the communication situation Basic Model of Communication Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the sender and receiver don’t overlap Response: Receiver’s set of reactions after seeing, hearing, or reading the message Feedback: Receiver’s response that is communicated back to the sender Figure 5.2 - Levels of Audience Aggregation Figure 5.3 - Models of the Response Process Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 5.6 - . | Chapter 5 Perspectives on Consumer Behavior Figure 5.1 - A Model of the Communication Process Graphic Pictures Drawings Charts Verbal Spoken Word Written Word Song Lyrics Musical Arrange-ment Instrum-entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical There are many forms of message encoding Encoding Personal Channels Personal Channels Communications Channels Nonpersonal Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media Basic Model of Communication Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success Message characteristics Individual sender or receiver characteristics Social network characteristics Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message Basic Model of Communication Receiver: Person with whom the sender shares thoughts or information Decoding: Transforming .
