The document discusses communication processes and models for effective communication. It provides information on how the Mumbai police implemented an initiative called "Honk More Wait More" to reduce excessive honking in traffic by extending red light times when decibel levels exceed 85 dB. It then summarizes several communication models including the basic communication process model involving a sender, encoding, message, medium, decoding, receiver and feedback. It also outlines stages in the AIDA model and innovation adoption model as well as factors involving cognitive, affective and behavioral responses.

1. Communication Process

2. How to Communicate – No Horn
/ Honking
• Honking in traffic has become such a problem, creating so
much noise in Mumbai
• With complaints of rigorous honking at traffic signals
piling, the Mumbai Police has come up with the initiative
‘Honk More Wait More’, to curtail decibel levels at traffic
signals.
• Under the initiative, police are planning to configure traffic
signals to stay red for a longer period if incessant honking
cause the decibels levels to shoot up beyond 85 decibels
(db).

3. • Horn not okay, please! Find out how the
@MumbaiPolice hit the mute button on
#Mumbai’s reckless honkers.
#HonkResponsibly
• Twitter

5. Basic model of Communication Process
RECEIVER
Decoding
Media
Encoding
SENDER
Response
Message
Noise
Feedback

6. Sender - Source Encoding
• Source is the message or the person that has
information to share with another person or
group of persons
• Individual or a non-personal entity.
• Source should be credible, knowledgeable,
likable and trustworthy.
• Encoding – putting thoughts, ideas,
information into symbolic forms.

7. Message
• Message may be verbal or non-verbal, oral
or written, or symbolic.
• Semiotics – which studies nature of
meaning and asks how our reality – words,
gestures, myths, signs, symbols, products,
services acquire meaning.
• Channel: personal & Non-personal

9. Response Hierarchy Models
Communi-
cations
Model
Stages AIDA
Model
Innovation-
Adoption
Model
Hierarchy-of-
Effects
Model
Cognitive
stage
Affective
stage
Behavior
stage
Attention
Interest
Desire
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Awareness
Interest
Evaluation
Trial
Adoption
Exposure
Reception
Cognitive
response
Attitude
Intention
Behavior

15. Alternative response Hierarchies –
Standard Learning Hierarchies
Involvement with product
Perceived
product
differentiation
High Low
High (Learning Model)
Cognitive
Affective
Conative
(Low – involvement
model)
Cognitive
Conative
Affective
Low (Dissonance /
attribution model)
Conative
Affective
Cognitive

16. FCB Model
Thinking Feeling
High
Involve
ment
Informative (Thinker)
Cars, House etc.
Learn Feel Do
Media: Long Copy Format
Test: Recall
Creative: Specific Inf.
Demonstration
Affective (Feeler)
Cosmetics,
Designer Clothing,
Motor Bike etc
Feel Learn Do
Media: Large Space
Image Specials
Test: Attitude
change – Emotional
Execution Impact

17. FCB Model
Thinking Feeling
Low
Involve
ment
Habit Formation (Doer)
Food, Household Items
Do Learn Feel
Media: Small 10 sec Spots
Test: Sales
Creative: Reminder
Self Satisfaction
Candy, Tobacco
Do Feel Learn
Media: Billboards,
News paper
Creative: Attention

18. The Kim-Lord Model
• The Chaung K. Kim & Kenneth R. Lord
have recognised that purchase decision for a
single product can be dominated by both
cognitive & affective involvement a
consumer face.

19. The Kim-Lord Grid
Affective Involvement (Feeling)
Low High
Cognitive
Involvement
(Thinking)
High Computer, Camera,
Cooking Oil
Car, Cosmetics fashion
accessories
Low Detergent
Candies, Ice-Cream
etc.
Fast Food, Cigarettes etc