Chapter 5

The Communication Process

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 Learning Objectives
LO1 Describe the communication process and its role in IMC.
LO2 Describe the basic model of the communication process.
LO3 Discuss the role of word-of-mouth influence and viral
marketing.
LO4 Analyze receivers' responses to marketing
communications and their implications for promotional
planning and strategy.
LO5 Describe the influence of social media on the consumer
decision process.
LO6 Discuss consumers' cognitive processing of marketing
communications.

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 The Nature of Communication
Communication
• Passing of information.
• Exchange of ideas.
• Process of establishing a commonness of thought between
sender and receiver.
• Success depends on many factors.
• Nature of message, audience’s interpretation, environment, receiver’s
perception of source and medium used to transmit message, etc.

• Language is a major barrier.

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 Figure 5-1 A Model of the Communication Process

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 Basic Model of Communication 1

Source Encoding
➢ Source: Person or organization
that has information to share with
another person or group of
people.
➢ Encoding: Putting thoughts, ideas,
or information into symbolic form.

Singer Kelly Clarkson is a source in this

ad for Citizen Eco-Drive watches.

©McGraw-Hill Education. Source: Citizen Watch Company of America, Inc.

 Basic Model of Communication 2
Message
• Contains information or meaning the source hopes to
convey.
• Includes content, structure, and design.

This Coach ad uses only a picture

to deliver its message of
aspirational heritage mixed with
an urban attitude. The image
projected by an ad often
communicates more than words.

©McGraw-Hill Education. Source: Coach, Inc.

 Basic Model of Communication 3
Channel
• Facilitates communication between sender and receiver.
• Nonpersonal channel or mass media.
• Lacks direct, interpersonal contact between sender and receiver.
• Includes print and broadcast.

• Personal channel or direct communication between two or

more persons.
• Word-of-mouth (WOM): Informal communication among consumers
about products and services.
• Buzz marketing: Generating positive word-of-mouth discussion.

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 Basic Model of Communication 4
Channel continued
• Viral marketing: Propagating marketing-relevant messages
with the help of individual consumers.
• Factors affecting success:
• Message characteristics.
• Individual sender or receiver characteristics.
• Social network characteristics.

• Seeding: Identifying and choosing initial group of consumers who will

start spreading the message.

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 Figure 5-2 Motivations for Social Sharing of Videos

Motivation Description
Opinion Seeking I want to see what my friends think
Shared Passion It lets me connect with my friends about a shared interest
Conversation Starting I want to start an online conversation
Social Utility This could be useful to my friends
Self-Expression It says something about me
Social in Real Life It will help me socialize with my friends offline
Social Good It’s for a good cause and I want to help
Zeitgeist It’s about a current trend or event
Kudos: Authority I want to demonstrate my knowledge
Kudos: Cool Hunting I want to be the first to tell my friends

Source: Adapted from “Why Some Videos Go Viral” from Harvard Business Review, September 2015. https://hbr.org/2015/09/ why-some-videos-go-viral.

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 Basic Model of Communication 5
Channel continued
• Integrating word of mouth with IMC.
• Consumers ascribe high credibility to information from
others.
• Marketers must develop creative advertisements and
communication that trigger conversations and are worthy
of sharing.
• Word of Mouth Marketing Association sets rules and
guidelines for marketers.

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 Basic Model of Communication 6
Receiver/Decoding
• Receiver: Person with whom sender shares thoughts or
information.
• Decoding: Transforming sender’s message into thought.
• Heavily influenced by receiver’s field of experience:
• Experiences, perceptions, attitudes, and values a person
brings to the communication situation.
• Must establish common ground.
• People differ in location, education level, social status, age,
etc.

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 Basic Model of Communication 7
Noise
• Unplanned distortion in the communication process.
• Occurs because the fields of experience of sender and receiver don’t
overlap.

Response/Feedback
• Response: Receiver’s set of reactions after seeing, hearing, or
reading the message.
• Feedback: Receiver’s response that is communicated back to
the sender.

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 Figure 5-3 Frequency of Multitasking by
Television Viewers

Note: n = 856 ages 18+; numbers may not add up to 100% due to rounding.
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©McGraw-Hill Education. Source: TiVO, “Second Annual Social Media & Multitasking,” October 16, 2014.
 Analyzing the Receiver

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 Analyzing the Receiver
➢ Individuals: Specific needs; communication must be specifically
tailored.
➢ Groups: People who make or influence purchase decision.
➢ Market niches: Very small, well-defined groups of customers.
➢ Market segments: Broader classes of buyers who have similar
needs and can be reached with similar messages.
➢ Mass markets: Large numbers of present or potential customers.

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 Figure 5-4 Levels of Audience Aggregation

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 The Response Process

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 The Response Process
Traditional Response Hierarchy Models
❖ AIDA model
Stages a buyer passes through in personal selling process, including
attention, interest, desire, and action.
❖ Innovation adoption model
Stages a consumer passes through in adoption process for an innovation,
including awareness, interest, evaluation, trial, and adoption.
❖ Hierarchy of effects model
Stages a consumer passes through in transition from no awareness to
eventual action, including awareness, interest, evaluation, trial, and
adoption.

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 The Response Process
Traditional Response Hierarchy Models
❖ AIDA model

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