Knowledge about the communication process is fundamental to understanding the process of modern day marketing communications.

1. Foundation Class

2. FeedbackSource
Encoding
Message
Channel
Receiver
Decoding
Noise
•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 o
persons for whom t
message is intende
• 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
• Interference at some stage
in communications process
• Competitive promotional
messages
• Misinterpretation of
message or wrong receiver

3. Source Credibility Source
Ethical
Honest
UnbiasedBelievable
Knowledgeable Trustworthy
Skillful Experienced
Source
Attractiveness
1. SourceThe Sender Of The Message Chosen By Marketer.

4. Choosing
a
Celebrity
Endorser
Factor
s
Match w/audience
Match w/product
Image
Cost
Trust
Risk
Familiarity
Likability
Source
Power
Perceived
control
Perceived
concern
Perceived
scrutiny
Compliance

5. 2. EncodingShaping up what is to be said…
Graphic
• Pictures
• Drawings
• Charts
Verbal
• Spoken
Word
• Written
Word
• Song
Lyrics
Musical
• Arrange-
ment
• Instrum-
entation
• Voices
Animatio
n
• Action/
Motion
• Pace/
Speed
• Shape/
Form
Forms of Encoding

6. The Semiotic Perspective Object
Sign/SymbolInterpretant
The Model
The Clothes
The Setting
The Statement
The Tag Line
What is the
symbolic meaning
of this
Levi ad?

7. 3. MessageThe outcome …
Recall
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

8. Message Appeal Options
Fear
Appeals
•May stress physical
danger or threats to
health
•May identify
social threats
•Can backfire if level
of threat
is too high
Comparative
Ads
•Especially useful
for new brands
•Often used for
brands with small
market share
•Used often in
political
advertising
Humor
Appeals
•Can attract and
hold attention
•Often the best
remembered
•Put consumers in a
positive mood

9. 4. ChannelThe medium of communication …
Personal
Channels
Personal
Selling
Word of
Mouth
Nonpersonal Channels
Print Media Broadcast
Media
•Flexible
•Powerful
•Real time
• No personal contact
• Geared to a large audience
• Static

10. Field of Experience Overlap
Receiver
Experience
Sender
Experience
Different Worlds
Receiver
ExperienceSender
Experience
Moderate Commonality
Receiver
ExperienceSender
Experience
High Commonality
Receiver
Experience
5. DecodingInterpretation …

11. The Response Process

12. Message Sidedness Refutation

13. Elements of Marketing Communications

14. Promotional Planning Elements
Who will be
effective in
getting
consumers’
attention?
Source
Attention
4
Receiver
Comprehension
Can the
receiver
comprehend
the ad?
1
Which media
will increase
presentation?
Channel
Presentation
2
What type of
message will
create
favorable
attitudes?
Message
Yielding
3
Promotional Planning
Why to understand communication process

15. How Advertising Works