文档介绍：Session 3:
munication Process
Fields of Experience
munications Process
Response Feedback Loop
Channel
MESSAGE
Decoding
Receiver /
Audience
Source /
Sender
Encoding
Noise
Sender
Receiver
Encoding & Message Symbols
Graphic
Pictures
Drawings
Charts
Musical
Arrangement
Instrumentation
Voice or chorus
Verbal
Spoken word
Written word
Song lyrics
Animation
Action / motion
Pace / speed
Shape / Form
Two Types of Channels
Direct (Personal)
One-on-one
One to group
Team to group
Indirect (Media)
Paid media
Unpaid media
Special media
Experiential Overlap
Sender
Experience
Receiver
Experience
Different Worlds
Sender
Experience
Receiver
Experience
monality
Sender
Experience
monality
Receiver
Experience
Models of the Response Process
Stages
Cognitive
Affective
Behavioral
Models
AIDA
model
Attention
Interest
Desire
Action
Hierarchy of effects model
Awareness
Knowledge
Linking
Preference
Conviction
Purchase
Innovation adoption
Awareness
Interest
Evaluation
Trial
Adoption
Information Processing
Presentation
prehension
Yielding
Retention
Behavior
Personal
selling
Sales
Promotion
Not effective
Advertising
Effectiveness
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Very effective
Somewhat effective
Public
relations
WHEN ELEMENTS OF PROMOTION ARE MOST USEFUL
Models of Obtaining Feedback
Persuasion Process
Effectiveness Test
Exposure, presentation
Circulation reach
Attention
Listener, reader,
Viewer recognition
Comprehension
Recall, checklists
Message acceptance/
yielding
Brand attitudes,
Purchase intent
Retention
Recall over time
Purchase behavior
Inventory, POP
Consumer panel
An Alternative Response Hierarchy
High
Low
High
Low
Topical Involvement
Perceived product
differentiation
Learning Model
Low Involvement
Model
Dissonance/
Attribution Model
Cognitive
Affective
Conative
Conative
Affective
Cognitive
Cognitive
Conative
Affective
Foote, Cone & Belting Grid
1
Informative
The