The Communication Process

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5

The Communication Process

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Ford Fiesta Launch Case History

• 20 something target audience• “Life-streamers” due to social media use

• “Agents” chosen to drive Fiesta free for 6 months• Write about experiences / no restrictions• Ford confident in product quality

• Increased brand awareness• Have cars people get emotional about and

want to buy

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What is Communication?

• Passing of information or exchange of ideas

• Process of establishing a commonness of thought between a sender and a receiver

• Success depends on the:• Nature of the message• Audience’s interpretation • Environment in which it is received

• Major barrier - Language

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Communication

• Function of IMC is to communicate• Thru ads /brand names /logos / packaging

• Need to understand process to develop more effective programs

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The Nature of Communication

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Basic Model of Communication

Source

•Person or organization that has information to share with another person or group of

peopleEncoding

•Putting thoughts, ideas, or information into a symbolic form

Message

•Contains the information or meaning the source hopes to convey

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Source Encoding Using a Celebrity

Source = person or

organization that has info

to share

Encoding = word a

message so understood by receiver

Goal = select knowledgeable / trustworthy communicator that

receiver can identify with

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GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrangement

•Instruments

•Voices

•Ringtone

•Arrangement

•Instruments

•Voices

•Ringtone

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

VerbalVerbal GraphicGraphic MusicalMusical

Forms of Encoding

Encode message in way that it will be understood by receiver

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Message Development

ContentContent

StructureStructureDesignDesign

Information source hopes to convey

Way message is put together

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An Image Can Convey More Than Words

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Communication Channels

• Channel: Facilitates communication between sender and receiver• Non-personal channel or mass media

• Lacks direct, interpersonal contact between the sender and receiver

• Sent to many people at one time

• Personal channel - Direct communication between two or more persons • Word-of-mouth (WOM): Informal communication

among consumers about products and services• Viral/Buzz marketing: Generating positive word-

of-mouth discussion

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Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Communications Channels

Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth/Mouse

Print Media

Broadcast Media

Method by which communication travels from sender to receiver

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Viral / Buzz Marketing

• Viral/Buzz Marketing: Propagating marketing-relevant messages with the help of individual consumers• Factors affecting success

• Is message entertaining• Female/younger consumers more susceptible• Bloggers more influential

• Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message

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Marketers Embrace Viral/Buzz Marketing

Frito Lay ran contest asking consumers to create commercial

..then use social media to spread word about the brand

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Most Popular Viral Ad Campaign

171 million views worldwide

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Dove “Real Beauty” Viral Campaign

Link to the Dove Evolution YouTube Video

• Generated 12 million hits on You Tube• Powerful pass-along benefits from consumers

talking favorably about brand• Note: concern whether person spreading info

should disclose affiliation with company

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Receiver / Decoding

• Receiver: person with whom sender shares information (consumer)

• Decoding: process of transforming sender’s message into thought• Influenced by receiver’s field of experience

(perception / attitudes)

• Effective communication = receiver correctly interprets what source is trying to say• Know your receiver to understand needs• Demographics of Marketing Managers vs.

consumers

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Apples for Dessert

Effective communication when common ground between sender and receiver

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Noise in the Communications Process

Noise interferes with message:-distortion in TV signal or-distractions

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Response / Feedback

• Response = receiver’s reaction after seeing message• Storing information in memory / dialing 1-800#

• Feedback = part of receiver’s response communicated back to sender• Personal selling – gestures / frowns• Customer inquiries / coupon redemptions / reply

cards

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Successful Communication

Receive feedbackReceive feedback

Select an appropriate sourceSelect an appropriate source

Develop a properly encoded messageDevelop a properly encoded message

Select appropriate channel for target audienceSelect appropriate channel for target audience

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Identifying the Target Audience

Mass Markets

Markets Segments

Niche Markets

Individuals

Communication process begins with knowing your audience

Reach thru personal selling (e.g. financial

services)

Direct Mail (Rolls Royce)

ESPN

Mass Media

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Consumer Communications Models

• Low Involvement Hierarchy• Involvement in purchase decision is low (e.g. soap)• Minimal difference among brands• Mass media advertising is important• Use of visual image personality helps

• Source derogations• Negative thoughts about spokesperson or

organization lead to reduction in message acceptance