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CH05

The document discusses different models of the communication process and audience response, including levels of audience aggregation, traditional response hierarchy models, methods of obtaining feedback, alternative response hierarchies, and categories of cognitive responses.

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83 views7 pages

CH05

The document discusses different models of the communication process and audience response, including levels of audience aggregation, traditional response hierarchy models, methods of obtaining feedback, alternative response hierarchies, and categories of cognitive responses.

Uploaded by

api-3731879
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Chapter 5

The Communication Process

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Levels of Audience Aggregation

Mass Markets and Audiences


Market Segments
Niche Markets
Individual and Group Audiences

Slide 5-1
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-2
Traditional Response Hierarchy
Models
• AIDA
attention interest desire action
• Hierarchy of effects
awareness knowledge liking
preference conviction purchase

Slide 5-2
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-3
Traditional Response Hierarchy
Models cont.
• Innovation adoption
awareness interest evaluation
trial adoption
• Information processing
presentation attention
comprehension yielding
retention behavior
Slide 5-3
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 5-3
Methods of obtaining feedback
Circulation reach  Exposure/presentation
Listener, reader,  Attention
viewer recognition
Recall, checklists  Comprehension
Brand attitudes,  Message acceptance/
purchase intent yielding
Recall over time  Retention
Inventory, point of  Purchase behavior
Purchase consumer
panel Slide 5-4
Figure 5-4
©
Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998
Alternative Response Hierarchies

• Standard learn feel do


learning
• Dissonance/ do feel learn
attribution
• Low- learn do feel
involvement
Slide 5-5
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Categories of Cognitive Responses

• Product/message thoughts
• Source oriented thoughts
• Ad execution thoughts

Slide 5-6
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

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