Chapter 5 - the communication process

What is the communication process?

The passing of information or exchange of ideas, establishing a commonness of thought between a sender and a receiver.

What factors influence the success of communication?

The nature of the message, audience's interpretation, environment, and major barriers such as language and noise.

What does the transmission model of communication focus on?

It focuses on transmitting signals or messages over distance for control and improving the persuasiveness of advertising.

What are the components of the basic model of communication?

Source, encoding, message, channel, receiver, and decoding.

What is the role of the source in the communication process?

The source is the person or organization that has information to share.

What is encoding in communication?

Encoding is the process of putting thoughts, ideas, or information into a symbolic form.

What is a message in the context of communication?

The message contains the information or meaning the source hopes to convey.

What is the difference between personal and non-personal channels?

Personal channels involve direct communication between individuals, while non-personal channels lack direct interpersonal contact.

What is word-of-mouth (WOM) communication?

Informal communication among consumers about products and services.

What is buzz marketing?

Generating positive word-of-mouth discussion about a product or service.

What is viral marketing?

Propagating marketing-relevant messages with the help of individual consumers.

What is the receiver's role in the communication process?

The receiver is the person with whom the sender shares thoughts or information.

What does decoding mean in communication?

Decoding is the process of transforming the sender's message into thought.

What is noise in the communication process?

Unplanned distortion that occurs when the fields of experience of the sender and receiver don't overlap.

What is feedback in the communication process?

Feedback is the receiver's response that is communicated back to the sender.

What does the AIDA model represent?

The AIDA model depicts the stages a buyer passes through in the personal-selling process: attention, interest, desire, and action.

What is the hierarchy of effects model?

A model that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action.

What stages are included in the innovation adoption model?

Awareness, interest, evaluation, trial, and adoption.

What are the implications of traditional response hierarchy models?

They help delineate the steps potential consumers must take and identify different communication problems based on consumer stages.

What does the cognitive stage represent in the response process?

It represents what the receiver knows or perceives about a particular product or brand.

What does the affective stage refer to?

The receiver's feelings or affect level for a particular brand.

What does the behavioral stage indicate?

It refers to the consumer's action toward the brand.

Why is understanding the response process important for advertisers?

It helps in measuring communication effectiveness and addressing different consumer stages.

What is the Standard Learning Hierarchy?

Learn → Feel → Do

What is the Dissonance/Attribution Hierarchy?

Do → Feel → Learn

What is the Low Involvement Hierarchy?

Learn → Do → Feel

What do alternative response models provide insight into?

Promotional strategies marketers might pursue in different situations.

What factors should marketers analyze according to alternative response models?

Involvement levels, product/service differentiation, consumers' use of information sources, and their experience levels.

What role do digital experiences play in consumer behavior?

They capture an increasingly large part of life and influence the purchase-decision process.

What is the Social Consumer Decision Journey?

A framework that emphasizes the role of social media in the purchase-decision process.

What are traditional response models in marketing?

Cognitive → Affective → Behavioral models, including AIDA and Hierarchy of effects.

What are the three critical intermediate effects of advertising?

Cognition (thinking), Affect (feeling), Experience (feedback based on purchasing and usage outcomes).

What is cognitive processing of communications?

Thoughts that occur while reading, viewing, or hearing a communication.

What are counterarguments in the Cognitive Response Approach?

Thoughts opposed to the position taken in the message, negatively relating to message acceptance.

What are support arguments in the Cognitive Response Approach?

Information or meaning the source hopes to convey in the message.

What are source-oriented thoughts?

Thoughts about the spokesperson or organization making claims, which can be derogatory or bolster acceptance.

What does the Elaboration Likelihood Model (ELM) focus on?

The way consumers respond to persuasive messages based on the amount and nature of elaboration.

What are the two routes to attitudinal change in the ELM?

Central route (high motivation and ability) and Peripheral route (low motivation and ability).

What implications does the ELM have for marketing communications?

High involvement requires strong arguments; low involvement relies on peripheral cues.

What is the significance of cognitive resources in the ELM?

The effectiveness of a message depends on the customer's route to persuasion.