Models of Communication
Model of
Communicati
on
Shannon–
Weaver
model
source
Sender or source of communication is the person or organization that
has information to share.
• Contains the information or meaning the
source hopes to convey.
• Verbal or nonverbal
• Written, oral, or symbolic
message
• Developed as a result of the encoding
process.
• Encoding involves putting thoughts, ideas, or
information into symbolic form.
There are many forms of encoding
Encoding
Encoding
Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation
•• Spoken
Spoken •• Pictures
Pictures •• Arrange-
Arrange- •• Action/
Action/
Word
Word ment
ment Motion
Motion
•• Drawings
Drawings
•• Written
Written •• Instrum-
Instrum- •• Pace/
Pace/
Word •• Charts
Charts entation Speed
Word entation Speed
•• Song
Song •• Voices
Voices •• Shape/
Shape/
Lyrics
Lyrics Form
Form
Channel
• It is the method by which the
communication travels from the
source/sender to the receiver.
• There are 2 types of channels of
communication:
• Personal
• Non-personal
Decoding
Transforming the sender’s message
back into thought.
Heavily influenced by receiver’s frame
of reference or field of experience.
Effective communication more likely
when parties share some common
ground.
Receiver
• The person or people with whom the
sender shares thoughts or information.
• Generally consumers in the target market
or audience.
Noise
• Unplanned distortion or
interference.
• Examples include:
• Errors or problems during message’s
encoding
• Distortion in radio or television
signal
• Distractions at the point of
reception
Response vs. Feedback
Response Feedback is the part of the response
communicated back to the sender.
Receiver’s set of reactions after seeing, hearing, Closes the loop in the communications flow and
or reading the message. lets sender monitor how encoded message is
being decoded and received.
2. Hierarchy of
Effects Model
• Shows the process by which
advertising works, and that advertising
effects occur over a period of time.
• Consumer passes through a series of
steps in sequential order, from initial
awareness of product or service to
actual purchase.
• Written about by Richard Vaughn in 1980.
• This model divides goods and services into
four categories, along two axes: the
FCB Think/Feel axis, and the High
Involvement/Low Involvement axis.
MODEL
• Identifies thinking/feeling patterns of
consumers.
FCB GRID
• Credit Card
• Family car
• Sports car
• Inverter
Plot items • Motor oil
• Perfume
on Fcb • Pizza
grid • Clothes/Apparel Shopping
• Insect repellant
• Nutella
• Hair coloring
• Health Insurance
How consumers process and respond to
persuasive messages.
• High Elaboration
Elm model • Low Elaboration
ELM is a function of 2 elements:
1. Motivation
2. Ability
•The ELM of persuasion suggests that people get
persuaded by one of two routes in the mind –
• Central Route where you need to cognitively
process the information in the ad and you think
logically.
• Peripheral Route is the emotional processing of
information in the Ad.
Virat:
• Cares for the environment
• Wants to buy a new car
• Better mileage & fuel efficient
Systemati •Virat processes the persuasion in the advertisement for Ford
systematically because the advertisement elaborates on the car, its
c features, price, environment friendliness, and mileage.
processing •2 elements to produce attitude change via central route:
through • Motivation
central
• Ability
route •Attitude change is positive and Virat bought the car.
Anushka:
• Just received her first salary
• Wants to go shopping
• Wants to buy a dress or a pair of heels
• Anushka processes the persuasion in the
advertisement for H&M heuristically because
she isn't motivated to or able to process the ad.
Processing
through • The advertisement takes peripheral route to
persuade Anushka by using a strategy called
peripheral source attractiveness- H&M incorporates style
and fashion trends to get people to buy clothes.
route
• Eg: catchy song, attractive visuals, celebrity
endorsements.
Identify which source
would probably be the
most appropriate for each
particular promotional
challenge.
1. Your firm wants to increase the sales of their fruit juices. Sales have
Some Possible Message been flat for a number of years. Your range of juices comes in a wider
Sources selection of unusual flavors, as compared to your competitors.
• The firm’s CEO 2. You are required to help promote a private business college. Their
unique offering is that they provide highly practical education that has
• A celebrity
been quite successful in helping its graduates get good jobs.
• An expert (such as an,
accountant, scientist) 3. Your firm has managed to produce the world’s first truly effective
• A spokesperson (a ‘toothpaste chewing gum’. As the name suggests, this chewing gum
person who becomes cleans teeth and eliminates the need to use toothpaste.
the ‘face’ of the firm by 4. You are involved in a campaign to help promote independent butcher
regularly doing all of (fresh meat) shops. They have lost a lot of business to the major
the firm’s promotions) supermarket chains. Your campaign needs to highlight the friendliness
• A real customer and the convenience of a local butcher.
• An actor/model
5. Your firm is trying to increase its share of the of kitchen appliance
• The firm’s employees
market (e.g. toasters, kettles, blenders). The plan is to build brand
• A character (e.g. awareness and to highlight the reliability of the firm’s products.
Ronald McDonald)
• Just the product/logo
