Communication Process and Models Lecture Notes

Practice flashcards covering the communication process, various communication models, and the fundamentals of consumer behavior as outlined in the lecture notes.

Communication

The process through which information, ideas, feelings, or messages are transmitted from one party to another for the purpose of creating shared understanding.

Communication Process

The steps involved in transmitting information from a sender to a receiver through a communication channel to ensure messages are delivered, interpreted, and understood.

Sender (Source)

The person or organization that initiates the message, decides what information to communicate, and chooses the communication channel.

Safaricom

An example of a sender in the Kenyan market when advertising M-Pesa services.

Message

The information, idea, or content being communicated, which can be promotional, educational, persuasive, informative, or reminder-based.

Encoding

The process of converting ideas into symbols such as words, images, sounds, videos, or signs.

Channel (Medium)

The medium used to transmit the message, categorized into traditional channels (TV, Radio, Billboards) or digital channels (Social media, Email).

Receiver

The target audience, such as customers, consumers, or employees, who receives and interprets the message.

Decoding

The process by which the receiver interprets and understands the message.

Feedback

The response given by the receiver after receiving the message, such as purchases, comments, inquiries, or likes on social media.

Noise

Anything that interferes with effective communication at any stage of the process.

Physical noise

A type of interference caused by external factors, such as a poor network signal.

Psychological noise

Interference caused by internal human factors, such as negative attitudes.

Semantic noise

Interference resulting from misunderstood language or word meanings.

Technical noise

Interference caused by equipment failure, such as a faulty TV or radio.

Shannon-Weaver Model

A linear communication model that focuses on technical transmission, the sender, the message, the receiver, and noise.

AIDA Model

A marketing communication model representing the stages of Attention, Interest, Desire, and Action.

Hierarchy of Effects Model

A model showing the stages consumers pass through before purchase: Awareness, Knowledge, Liking, Preference, Conviction, and Purchase.

Two-Step Flow Model

A communication model where information first reaches opinion leaders, such as social media influencers, who then influence others.

Consumer Behavior

The actions, decisions, and processes consumers use when selecting, purchasing, using, and disposing of products or services.

Perception

The process through which consumers select, organize, and interpret information.

Exposure

The first stage of perception where a consumer comes into contact with a stimulus, such as seeing a billboard.

Attention

The second stage of perception where the consumer notices the message.

Interpretation

The third stage of perception where the consumer gives meaning to the message.

Attitude

A consumer’s lasting evaluation, feeling, or tendency toward a product or brand.

Cognitive component

The part of an attitude involving beliefs or thoughts about a product.

Affective component

The part of an attitude involving feelings or emotions toward a brand.

Behavioral component

The part of an attitude involving intended actions, such as the intent to buy.

Problem Recognition

The first stage of the consumer decision-making process where a consumer realizes a need or problem exists.

Information Search

The stage of decision-making where a consumer looks for information via advertisements, friends, or websites.

Evaluation of Alternatives

The stage where a consumer compares available options, such as comparing Samsung, Tecno, and OPPO phones.

Post-Purchase Evaluation

The final stage of the consumer decision-making process where the consumer evaluates satisfaction or dissatisfaction.