Communication Process

with Reference to
Advertising

Prof. Sita Ramakrishnan

Topics to be Covered
Meaning of Communication
Definition of Communication
Communication Process
Models of Communication/Traditional Response
Hierarchy Models
Aaker & Myers Communication Model

Meaning of Communication
Passing of information, exchange of ideas or the
process of establishing a commonness or oneness
of thought between sender and receiver.
Complex process.
Success depends on nature of message, audiences
interpretation of the message, the environment in
which it is received, the receivers perception of
the source and the medium through which it is
transmitted.
Advertising is a tool of Mass Communication.

Definition of Communication
Prof. William . E. Francois Communication is an
act or process involving transmission of
information, ideas, emotions, skills etc by the use
of verbal or non-verbal means.
Newman W.H Communication is an exchange of
facts, ideas, opinions or emotions by two or more
persons.

Communication Process
Sender

Encodes
message

Encoded
message in
media

Decoding
Of the
message

Noise
Distortions

Feedback

Response

Receiver

Marketing Communications
Marketing is the management of four Ps
Product, Price, promotion & Place.
The entire marketing process has a large content
of communication.
Planned promotional communication is one of the
most important element of marketing
communication.
Marketing Communication also called Promotion
Mix consists of Advertising, Sales Promotion,
Personal Selling, Publicity & Public Relations.

Models of Communication/Traditional
Response Hierarchy Models
Stages

Cognitive
Stage
Affective
Stage

AIDA
Model

Hierarchy of
Effects
Model
Attention Awareness

Innovation
Adoption
Model
Awareness

Information
processing
Model
Presentation

Knowledge

Attention

Interest

Liking

Interest

Comprehension
Yielding

Desire

Preference

Evaluation Retention

Conviction
Purchase

Trial

Behavioural Action
Stage

Adoption

Behaviour

 AIDA Model:
- Represents the stages a salesperson must take a
customer through in personal selling process.
- Getting customers attention, arousing interest
in the companys product/service, desire to use
the product and action involves purchasing the
product.
Hierarchy of Effects Model:
- Sets and measures advertising objectives.
- Shows the process by which advertising works.
- Assumes that a consumer passes through a
series of steps in sequential order.

- Basic premise: Advertising effects occur over a

period of time.
- Has become foundation for objective setting
and measurement of advertising effects.
Innovation Adoption Model:
- Evolved from Diffusion of Innovations.
- Represents the stages a consumer goes through
in adopting a new product/service.
Information Processing Model:
- Assumes the receiver in a persuasive
communication situation to be a problem solver or
information processor.

- Steps a receiver goes through in being

persuaded.
- A stage not found in other models: Retention.
- Effective framework for planning and evaluating
the effects of promotional campaign.

Aaker & Myers Communication Model

Awareness/Familiarity
With Brand
Information on Brand
Attributes or Benefits

Ad Exposure

Creation of Brand
Image/Personality
Association of feelings
With brand
Linkage of brand with
Peers/Experts
Reminders/Inducement
about brand trial

Helps to
understand how
and why consumers
acquire, process
and use advtsg
info.

Brand
Attitude

Purchase
Behaviour