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The Communication Process Update


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IMC Presentation (CH 5 Belch)
The communication process
Dr.Boonchai IMC Class
NIDA Business School

Published in: Business, Technology
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The Communication Process Update

  1. 1. C HAPTER 5 T he C ommunication P rocess Belch/Belch Advertising and Promotion An Integrated Marketing Communication Perspective Eighth Edition
  2. 2. Contents <ul><li>The nature of communication </li></ul><ul><li>A basic model of communication </li></ul><ul><li>Analyzing the receiver </li></ul><ul><li>4. The Response process </li></ul><ul><li>5. Cognitive processing of communications </li></ul><ul><li>6 . Summarize </li></ul>
  3. 3. Nintendo Theory
  4. 4. Nintendo Theory Older early adopter
  5. 5. Nintendo Theory Older early adopter
  6. 6. 1 . The Nature of Communication
  7. 7. The Nature of Communication M arketers must understand the meaning that words And symbols take on and how they influence consumers’ Interpretation of products and messages
  8. 8. The Nature of Communication Global Perspective 5-1 Lost in Translate Housekeeping = 家事 かじ            
  9. 9. 2 . A Basic Model of Communication
  10. 10. A Basic Model of Communication Feedback Noise Response
  11. 11. Source Encoding (Sender) LG Chocolate Love
  12. 12. Message Semiotics <ul><li>An object = Product </li></ul><ul><li>A sign or symbol = The meaning of object </li></ul><ul><li>The interpretant = The meaning of derived </li></ul>
  13. 13. Message => Music Marketing “ I got you baby I call I call it chocolate love~” Chocolate Love LG Chocolate Love
  14. 14. Channel Focus on Viral buzz => SNS (Social Network Society) Consumer Generated Marketing
  15. 15. Receiver / Decoding Quoted from :
  16. 16. Noise <ul><li>TV Signal </li></ul><ul><li>Radio Signal </li></ul><ul><li>Distractions </li></ul>
  17. 17. Response /Feedback
  18. 18. 3.Analyzing the receiver
  19. 19. Analyzing the Receiver Individual and Group Audiences Niche Markets Market Segments Mass Market and Audiences
  20. 20. Analyzing the Receiver <ul><li>ตัวบุคคล : จะมีความต้องการที่เฉพาะเจาะจง ดังนั้นต้องการการติดต่อแบบเฉพาะ เช่น การติดต่อแบบตัวต่อตัว เช่น personal selling กับ advertising ซึ่งจะทำให้ผู้ฟังรู้สึกสนใจ </li></ul><ul><li>กลุ่มบุคคล : นักการตลาดควรจะสื่อสารกับบุคคลที่มีอำนาจในการตัดสินใจซื้อ </li></ul><ul><li>ตลาดเจาะจง : อาจจะใช้ personal selling หรือทาง Media ก็ได้เช่น direct mail ทำให้เข้าถึงกลุ่มเป้าหมายเฉพาะได้อย่างทั่วถึง </li></ul><ul><li>กลุ่มของตลาด : จะเป็นกลุ่มที่มีขนาดใหญ่ดังนั้นควรใช้สื่อที่กระจายได้ทั่วถึง เช่น หนังสือพิมพ์ แมกกาซีน และโทรทัศน์ การสื่อสารที่กระจายทั่วถึงจะเป็นการสื่อสารแบบทางเดียว </li></ul>
  21. 21. Let’s take a break
  22. 22. 4 . The Response Process
  23. 23. The Response Process Traditional Response Hierarchy Models Stages Models AIDA model Hierarchy of effects model Innovation adoption model Information processing model Cognitive stage Attention Awareness Knowledge Awareness Presentation Attention Comprehension Affective stage Interest Desire Liking Preference Conviction Interest Evaluation Yielding Retention Behavioral stage Action Purchase Trial Adoption Behavior
  24. 24. The Response Process Innovation adoption Model Sampling or demonstration programs encourage Trial of new products
  25. 25. M ethod of obtaining Feedback Effectiveness tests Step in persuasion process Circulation reach Listener, reader, viewer recognition Recall, checklists Recall over time Brand attitudes, purchase intent Inventory, point-of-purchase consumer panel Scanner data Exposure/presentation Attention Comprehension Retention Message acceptance/yielding Purchase behavior
  26. 26. M ethod of obtaining Feedback
  27. 27. A lternative Response Hierarchies The Standard Learning Hierarchy The Low-Involvement Hierarchy The Dissonance/Attribution Hierarchy
  28. 28. A lternative Response Hierarchies: The Three-Orders Model of Information Processing 1.Standard learning Model
  29. 29. A lternative Response Hierarchies: The Three-Orders Model of Information Processing Topical involvement Perceived product differentiation High Low High ( Learning model ) Cognitive Affective Conative ( Low - involvement model ) Cognitive Low ( Dissonance / attribution model ) Conative Affective Cognative Conative Affective
  30. 30. A lternative Response Hierarchies: The Three-Orders Model of Information Processing
  31. 31. A lternative Response Hierarchies: The Three-Orders Model of Information Processing 2.Dissonace /Attribution Hierachy
  32. 32. A lternative Response Hierarchies: The Three-Orders Model of Information Processing 3. Low-Involvement Hierarchy
  33. 33. The Foote Cone & Belding (FCB ) Grid
  34. 34. 5 . Cognitive processing of communications
  35. 35. A Model of Cognitive Response
  36. 36. The Elaboration Likelihood Model
  37. 37. 6. Summarize
  38. 38. Summarizing the Response Process and the Effects of Advertising
  39. 40. T hank yo u