乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter05a.pptVIP

The Communication Process The Nature of Communication Source Encoding Forms of Encoding The Semiotic Perspective An Image Can Convey More Than Words What is the symbolic meaning of this Levi ad? Communication Channel Marketers Embrace Buzz Marketing Apples for Dessert Field of Experience Overlap Noise Successful Communication Identifying the Target Audience The Response Process Obtaining Feedback Alternative Response Hierarchies Dissonance/Attribution Model Low-Involvement Products The FCB Planning Model Developing Promotional Strategies Connecting on an Emotional Level Cognitive Response A Model of Cognitive Response Cognitive Response Categories Elaboration Likelihood Model Test Your Knowledge Celebrity Endorsers Can Be Peripheral Cues How Advertising Works Relation to textThis slide relates to material on pp. 144-146 and Figure 5-1 of the text. Summary OverviewThis slide provides an overview of the basic elements of the communications process, which includes: Source/Sender – the person or organization that has information to share Receiver – person(s) with whom the sender is sharing thoughts Message – the information the source hopes to convey Channel – method by which the communication travels from source to receiver Encoding – putting thoughts, ideas, or information into symbolic form Decoding – transforming the senders message back into thought Response – receiver’s reactions after seeing, hearing, or reading the message Feedback – part of the receiver’s response that is communicated back to the sender Noise – unplanned distortion or interference Use of this slideThis slide can be used to introduce the communication process and discuss the basic elements in a communication system. Relation to textThis slide relates to pp. 146-148 of the text. Summary OverviewThe sender, or source, of a communication is the person or organization that has information to share. The source may be an individual or a nonpersonal entity, such as the corporation or