Communication Strategies
5
The Communication Process
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Nature of Communication
5-2
Forms of Encoding
Verbal
Graphic
Musical
Animation
5-3
1
Message Development
Content
Design
Structure
5-4
What is the symbolic meaning of the Snuggle bear?
5-5
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Communication Channels
Personal Channels
Nonpersonal Channels
Word of Mouth
Personal Selling
Print Media
Broadcast Media
5-6
2
Field of Experience Overlap
Different Worlds
Sender Experience Receiver Experience
Moderate Commonality
Sender Experience Receiver Experience
High Commonality
Receiver Sender Experience Experience
Receiver Experience
5-7
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
5-8
Identifying the Target Audience
Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences
5-9
3
Traditional Response Hierachies
5-10
Obtaining Feedback
Effectiveness Tests Persuasion Process
Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory, POP, scanner data
Exposure/ presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior
5-11
The FCB Planning Model
Thinking
High Involvement
Feeling
Informative The Thinker
1
Affective The Feeler
2
Low Involvement
Habit Formation The Doer
3
SelfSatisfaction The Reactor
5-12
4
4
Foote, Cone & Belding Grid
Thinking
1
High Involvement
Informative
The Thinker
Car-house-furnishings-new products Model: Learn-feel-do (economic?)
Possible implications
Test: Media:
Creative:
Recall diagnostics Long copy format Reflective vehicles
The Communication Process
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Nature of Communication
5-2
Forms of Encoding
Verbal
Graphic
Musical
Animation
5-3
1
Message Development
Content
Design
Structure
5-4
What is the symbolic meaning of the Snuggle bear?
5-5
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Communication Channels
Personal Channels
Nonpersonal Channels
Word of Mouth
Personal Selling
Print Media
Broadcast Media
5-6
2
Field of Experience Overlap
Different Worlds
Sender Experience Receiver Experience
Moderate Commonality
Sender Experience Receiver Experience
High Commonality
Receiver Sender Experience Experience
Receiver Experience
5-7
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
5-8
Identifying the Target Audience
Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences
5-9
3
Traditional Response Hierachies
5-10
Obtaining Feedback
Effectiveness Tests Persuasion Process
Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory, POP, scanner data
Exposure/ presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior
5-11
The FCB Planning Model
Thinking
High Involvement
Feeling
Informative The Thinker
1
Affective The Feeler
2
Low Involvement
Habit Formation The Doer
3
SelfSatisfaction The Reactor
5-12
4
4
Foote, Cone & Belding Grid
Thinking
1
High Involvement
Informative
The Thinker
Car-house-furnishings-new products Model: Learn-feel-do (economic?)
Possible implications
Test: Media:
Creative:
Recall diagnostics Long copy format Reflective vehicles