The unplanned distortion or interference with the reception of a message is referred to as

34._____ is any unplanned distortion or interference in the communication process.A. SemioticsB. Selective perceptionC. NoiseD. FeedbackE. Blocking

35.Winston is watching an interesting TV program with a group of friends. During the commercial break, heis unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends arediscussing the events in the show. Winston's inability to receive the Pepsi message illustrates which factorin the communications process?

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36.Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted byan ad for an estate sale that was on the same page. With reference to the communication process, the adfor the estate sale kept Ronell from seeing the ad for the caterer and acted as:

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37.The receiver's set of reactions after seeing, hearing, or reading the message is known as a _____.

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38.______ is the part of a receiver's response that is communicated back to the sender.A. FeedbackB. NoiseC. ReciprocityD. EncodingE. Reception

39.Which of the following provides the sender of an advertising message with a way of monitoring theeffectiveness of the message?

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40.An ad for The Peabody Hotel in Memphis, Tennessee, has a number that people can call on if theyare interested in reserving rooms at the hotel or knowing more about the hotel. One way to determinethe effectiveness of this ad is to count the number of phone calls it receives in response to its ad. Thisresponse count is an example of:

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An organization’s IMC strategy is implemented through the various communications it sends to current or prospective customers as well as other relevant publics. Thus, those involved in planning and implementation of an IMC program need to understand the communications process and how it occurs.

The Nature of Communication

The communication process is often very complex. Success depends on such factors as the nature of the message, the audience’s
interpretation of it, and the environment in which it is received. The receiver’s perception of the source and the medium used to transmit the message may also affect the ability to communicate, as do many other factors. Words, pictures, sounds, and colors may have different meanings to different audiences, and people’s perceptions and interpretations of them vary.
For example, if you ask for a soda on the East Coast or West Coast, you’ll receive a soft drink such as Coke or Pepsi. However, in parts of the Midwest and South, a soft drink is referred to as pop. If you ask for a soda, you may get a glass of pop with ice cream in it. Marketers must understand the meanings that words and symbols take on and how they influence consumers’ interpretation of products and messages. This can be particularly challenging to companies marketing their products in foreign countries.

Basic Model of Communication

Basic-Model-of-Communication

Source Encoding

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The communication process begins when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver(s).

This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The sender’s goal is to encode the message in such a way that it will be understood by the receiver.

Message

The encoding process leads to development of a message that contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into a transmittable form that is appropriate
for the channel of communication being used. In advertising, this may range from simply writing some words or copy that will be read as a radio message to producing an expensive television commercial.

Semiotics may be helpful in analyzing how various aspects of the marketing program—such as advertising messages, packaging, brand names, and even the nonverbal communications of salespeople (gestures, mode of dress)—are interpreted by receivers

Channel

The channel is the method by which the communication travels from the source or sender to the receiver. At the broadest level, channels of communication are of two types, personal and nonpersonal. Personal channels of communication are direct interpersonal (face-to-face) contact with target individuals or groups. Salespeople serve as personal channels of communication when they deliver their sales message to a buyer or potential customer.

Nonpersonal channels of communication are those that carry a message without interpersonal contact between sender and receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message is sent to many individuals at one time.

Receiver/Decoding

Decoding is the process of transforming the sender’s message back into thought. This process is heavily influenced by the receiver’s
frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation. Effective communication is more likely when there is some common ground between the two parties.

Noise

The message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference
is known as noise. Errors or problems that occur in the encoding of the message, distortion in a radio or television signal, or distractions at the point of reception are examples of noise.

Response/Feedback

The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response. Receivers’ responses can range from non-observable actions such as storing information in memory to immediate action such as dialing a toll-free number to order a product advertised on television. Marketers are very interested in feedback, that part of the receiver’s response that is communicated back to the sender.

The Response Process

Traditional Response Hierarchy Models

Response Models

Hierarchy of effects model shows the process by which advertising works; it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase. A basic premise of this model is that advertising effects occur over a period of time.

The innovation adoption model evolved from work on the diffusion of innovations. This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action (in this case, deciding to adopt a new product). The steps preceding adoption are awareness, interest, evaluation, and trial.

Information processing model of advertising effects, developed by William McGuire. This model assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver.

The Dissonance/Attribution Hierarchy 

This dissonance/attribution model, or do →feel →learn, occurs in situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes. The consumer may purchase the product on the basis of a recommendation by some nonmedia source and then attempt to support the decision by developing a positive attitude toward the brand and perhaps even developing negative feelings toward the rejected alternative(s). This reduces any postpurchase
dissonance or anxiety the consumer may experience resulting from doubt over the purchase.

Dissonance reduction involves selective learning, whereby the consumer seeks information that supports the choice made and avoids
information that would raise doubts about the decision.

The FCB Planning Model

FCB Model

Vaughn and his associates developed an advertising planning model by building on traditional response theories such as the hierarchy of effects model and its variants and research on high and low involvement. They added the dimension of thinking versus feeling
processing at each involvement level by bringing in theories regarding brain specialization.
The right/left brain theory suggests the left side of the brain is more capable of rational, cognitive thinking, while the right side is more visual and emotional and engages more in the affective (feeling) functions.

Their model, which became known as the FCB grid, delineates four primary advertising planning strategies—informative, affective, habit formation, and satisfaction—along with the most appropriate variant of the alternative response hierarchies.

The informative strategy is for highly involving products and services where rational thinking and economic considerations prevail and the standard learning hierarchy is the appropriate response model. The affective strategy is for highly involving/feeling purchases. For these types of products, advertising should stress psychological and emotional motives such as building self-esteem or enhancing one’s ego or self-image.  The habit formation strategy is for low-involvement/thinking products with such routinized behavior patterns that learning occurs most often after a trial purchase. The response process for these products is consistent with a behavioristic learning-bydoing model. The self-satisfaction strategy is for low-involvement/feeling products where appeals to
sensory pleasures and social motives are important.

Cognitive Response Approach

A Model of Cognitive Response

One of the most widely used methods for examining consumers’ cognitive processing of advertising messages is assessment of their cognitive responses, the thoughts that occur to them while reading, viewing, and/or hearing a communication.

The three basic categories of cognitive responses researchers have identified—product/message, source-oriented, and ad execution thoughts—and how they may relate to attitudes and intentions.

Product/Message Thought:  Counterarguments are thoughts the recipient has that are opposed to the position taken in the message. Counterarguments relate negatively to message acceptance; the more the receiver counterargues, the less likely he or she is to accept the position advocated in the message. Support arguments, on the other hand, relate positively to message acceptance.

Source-Oriented Thoughts: A second category of cognitive responses is directed at the source of the communication. One of the most important types of responses in this category is source derogations, or negative thoughts about the spokesperson or organization making the claims. Such thoughts generally lead to a reduction in message acceptance. Receivers who react favorably to the source generate favorable thoughts, or source bolsters.

Ad Execution Thoughts: Ad execution-related thoughts can be either favorable or unfavorable. They are important because of their effect on attitudes toward the advertisement as well as the brand.  Attitude toward the ad (A → ad) represents the receivers’ feelings of favorability or unfavorability toward the ad. Advertisers are interested in consumers’ reactions to the ad because they know that affective reactions are an important determinant of advertising effectiveness, since these reactions may be transferred to the brand itself or directly influence purchase intentions.

The Elaboration Likelihood Model 

ELM Model

Differences in the ways consumers process and respond to persuasive messages are addressed in the elaboration likelihood model (ELM) of persuasion. Low elaboration occurs when the receiver does not engage in active information processing or thinking but rather makes inferences about the position being advocated in the message on the basis of simple positive or negative cues.

The ELM shows that elaboration likelihood is a function of two elements, motivation and ability to process the message. Motivation to process the message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels. Ability depends on the individual’s knowledge, intellectual capacity, and opportunity to process the message.

According to the ELM, there are two basic routes to persuasion or attitude change. Under the central route to persuasion, the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend,
and evaluate messages are high.

Under the peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in the message, the receiver relies on peripheral cues that may be incidental to the main arguments. The receiver’s reaction to the message depends on how he or she evaluates these peripheral cues.

The ELM suggests that the most effective type of message depends on the route to persuasion the consumer follows. Many marketers recognize that involvement levels are low for their product categories and consumers are not motivated to process advertising messages in any detail.

Is any unplanned distortion or interference in the communication process?

Is anything that can distort a message by interfering with the communication process?

What is the concept in the basic communication process which transforms the sender's message back into thought?

Which of the following is the initial stage in the consumer response process?