PRESENTATION ON MARKETING COMMUNICATION AND ADVERTISING.

TOPIC: 1. LEARNING AND ATTITUDE CHANGE. 2. ROLE OF COMMUNICATION PROCESS IN CHANGE LEARNING AND ATTITUDE THEORIES.
Presented by: Aafreen Khan. Jaspreet Kaur. MBA 2nd year.

Learning and attitude change

LEARNING AND ATTITUDE go hand in hand. It is always important for Instructional Designers to define the target audience's current attitude toward the subject that will be taught. In some cases the current attitude is not the desired end state, and so attitude change becomes a component of the instructional design.

Meanning of learning and attitude

Learning: Learning in a more fundamental manner, where we learn

all the time. So it is a good starting point before coming on to effects on certain Principles of Learning.

principles of learning are:

Learners need to know where they are going and have a sense of progress towards their objectives. 2.The learning environment has to be one of trust, respect, openness and acceptance of differences. 3. Learners need to participate actively in the learning process. 4. Learning should be related to and use the learners experience and knowledge.
1.

Attitude: An attitude can be defined as a positive or negative evaluation of people, objects, event, activities, ideas, or just about anything in your environment.

Meaning of communication process

Communication is a two-way process of giving and receiving

information through any number of channels. Whether one is speaking informally to a colleague, addressing a conference or meeting, writing a newsletter article or formal report,Communication can be influenced by environment. Communication may be oral, visual or written. Some basic principles of communication process: Know your audience. Know your purpose Develop a practical, useful way to get feedback. Use multiple communication techniques.

Role of communication process in learning and attitude theory change

The study of communication has led to the formulation of many

theories.the learning and attitude theories is one of the most important theories of communication. Learning theories are conceptual frameworks that describe how information is absorbed, processed, and retained during learning. Learning brings together cognitive, emotional, and environmental influences and experiences for acquiring, enhancing, or making changes in one's knowledge, skills, values, and world views.[1][2] There are three main categories of learning theory: behaviourism, cognitive, and constructivism. Behaviourism focuses only on the objectively observable aspects of learning. Cognitive theories look beyond behaviour to explain brain-based learning. And constructivism views learning as a process in which the learner actively constructs or builds new ideas or concepts.

 Attitude change theory The attitude-change theory suggests that attitudes being

functions of cognitive, affective and conative components are a part of brains associative networks that consist of affective and cognitive nodes linked through associative pathways. These nodes contain affective, cognitive, and behavioral components that can be altered by the activation of a single node. Thus, by activating an affective or emotional node, attitude change may be possible. So the attitude change theory suggests that targeting these emotions can help the media or the sender to actually change the attitude of general public and create a brand new dimension in terms of consumer perception.

Thank u..