The Communication Process

1
Chapter 5

• The Communication Process

2
The Communications Process
Noise
3
Encoding / Decoding 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

4
Human Communicators

• Verbal
• Vocabulary
• Grammar
• Inflection
• Nonverbal
• Gestures
• Facial expression
• Body language

5
Two Types of Channels

• Direct (Personal)
• One-on-one
• One to group
• Team to group
• Indirect (Media)
• Paid media
• Unpaid media
• Special media

6
Experiential Overlap
7
Levels of Audience Aggregation
Market Segments
Individuals
8
Models of the Response Process
Models
9
Models of Obtaining Feedback
Persuasion Process
Effectiveness Test