MKT404- Afsar Kamal
#Chapter-5:
1# The Communications Process.
Sender (Source)
The person or entity who initiates the message. Think of a speaker, company, or media outlet.
Message
The information, idea, or feeling the sender wants to convey. Can be verbal, written, visual, or nonverbal
(like body language).
Encoding
The process of converting the message into symbols, words, or images. Example: Writing an email or
designing an ad.
Channel (Medium)
The method or platform used to send the message. Examples: phone, email, social media, face-to-face
conversation.
Decoding
The receiver’s process of interpreting or understanding the message. Miscommunication can happen if
decoding is incorrect.
Receiver
The person or group who receives and interprets the message. Their understanding depends on
knowledge, attitude, and experience.
2#. There are many forms of encoding
Verbal Encoding
Spoken Word – Words spoken aloud to express thoughts directly.
Written Word – Text written to communicate messages through reading.
Song Lyrics – Words set to music that convey emotion or meaning.
Graphic Encoding
Pictures – Visual images used to represent ideas or emotions.
Drawings – Hand-drawn visuals that help convey specific concepts.
Charts – Graphical data displays used to explain numbers or trends.
Musical Encoding
Arrangement – The structure of musical elements to guide mood and flow.
Instrumentation – The use of instruments to add tone and character.
Voices – Vocal expressions that deliver feelings or emphasize meaning
Animation Encoding
Action / Motion – Movement used to express energy, intention, or narrative.
Pace / Speed – The speed of movement that influences tone or urgency.
Shape / Form – The design of objects or characters that symbolize meaning.
3#. Forms of Personal Communication
Verbal Elements
Vocabulary – The choice of words used to express meaning clearly.
Grammar – The structure of language that helps convey correct meaning.
Inflection – The change in tone or pitch that adds emotion or emphasis.
Nonverbal Elements
Facial Expression – The face movements that show emotions or reactions.
Gesture – Hand or body movements used to support spoken communication.
Body Language – Posture and movement that reflect attitude or feelings.
4#. Communication Channels
Personal Channels
Personal Selling – Direct, face-to-face communication used to persuade a buyer.
Word of Mouth – Informal sharing of opinions or experiences between individuals.
Nonpersonal Channels
Print Media – Communication through newspapers, magazines, flyers, etc.
Broadcast Media – Mass communication via TV, radio, or online video/audio.
5#. Models of the Response Process
1. AIDA Model
Awareness → Interest → Desire → Action
A classic model used in advertising showing how to grab attention and lead to action.
2. Hierarchy of Effects Model
Awareness → Knowledge → Liking → Preference → Conviction → Purchase
Describes the step-by-step mental process a customer goes through before buying.
3. Innovation Adoption Model
Awareness → Interest → Evaluation → Trial → Adoption
Explains how people adopt new products or ideas over time.
4. Information Processing Model
Exposure → Attention → Comprehension → Acceptance → Retention → Behavior
Focuses on how information is mentally processed, especially for high-involvement products.
6#. Foote, Cone & Belding (FCB) Grid
A strategic communication model that helps match marketing messages with consumer decision styles.
It classifies products and consumer decisions into four quadrants based on:
Thinking vs. Feeling (Rational vs. Emotional)
High vs. Low Involvement (Level of engagement or risk)
Quadrant 1: Informative – "The Thinker"
Thinking + High Involvement
Examples: Cars, houses, electronics, new technology
Response Model: Learn → Feel → Do (Rational decision-making)
Testing: Recall diagnostics
Media: Long copy, reflective formats
Creative Strategy: Provide detailed, factual information
Approach: Demonstration-based, logical persuasion
Quadrant 2: Affective – "The Feeler"
Feeling + High Involvement
Examples: Jewelry, cosmetics, fashion, art
Response Model: Feel → Learn → Do (Emotional connection first)
Testing: Emotional arousal, attitude change
Media: Large visuals, impactful layout
Creative Strategy: Emphasize style, beauty, and prestige
Approach: Image-building and emotional appeal
Quadrant 3: Habit Formation – "The Doer"
Thinking + Low Involvement
Examples: Household items, groceries, toiletries
Response Model: Do → Learn → Feel
Testing: Purchase behavior
Media: Repetition-heavy, reminder formats (TV, radio)
Creative Strategy: Simple, clear branding
Approach: Reinforce brand familiarity and routine
Quadrant 4: Self-Satisfaction – "The Reactor"
Feeling + Low Involvement
Examples: Candy, soft drinks, snacks
Response Model: Do → Feel → Learn
Testing: Point-of-purchase appeal
Media: Catchy, light formats
Creative Strategy: Fun, emotional, impulse-driven
Approach: Humor, mood, enjoyment
7#. Purchase Decision: Subjective vs. Objective Criteri
When consumers make purchase decisions, they evaluate products based on:
1. Objective Criteria (Rational, measurable factors)
These are factual, tangible, and can often be compared between products.
Examples:
Price
Features/specifications
Warranty/guarantees
Durability or performance
Brand reputation (based on data or history)
Product ratings/reviews
Size, weight, or material
Used by: Logical buyers or in high-involvement purchases like electronics, appliances, or cars.
2. Subjective Criteria (Emotional or personal preferences)
These are based on feelings, opinions, or individual experience.
Examples:
Style or design
Brand image or emotional appeal
Personal preference
Peer influence or social pressure
Past experience with the brand
Perceived status or prestige
8#. How Advertising Works
A process showing how advertising influences consumer behavior
1. Advertising Input
What the advertiser controls.
Includes:
Message Content – What is said in the ad (emotional, rational, informative).
Media – Where it's said (TV, social media, print, etc.).
Scheduling & Repetition – How often and when the ad appears.
2. Filters
Consumer’s mental gatekeepers that determine how ads are received.
Includes:
Motivation – Is the person interested in the product?
Ability – Can they understand the message?
Involvement – How personally important the product is.
3. Consumer Processing
Cognition – Thinking, understanding, analyzing the ad.
Affect – Feelings or emotions triggered by the ad.
Experience – Past personal interaction with the brand or product.
4.. Consumer Behavior
Focus: How people choose, buy, use, and remain loyal to products.
Examples: Brand choice, consumption habits, loyalty, impulse buying.
