Chapter 7 Notes

Communication

• Goal is to inform, persuade, motivate or achieve mutual understanding.
• Five Communication Elements

1. It has a sender/source  (encoder)
2. A message
3. A channel
4. A receiver (decoder)
5. Feedback from the receiver to the sender

• The most effective two way communication is two people having a face-to –face conversation.
• Media uses and gratification theory
  • The communication process is interactive
  • The communicator wants to inform and even persuade
  • The recipient wants to be entertained, informed, or alerted to opportunities that can fulfill individual needs.
  • Clarity and simplicity of messages are enhanced by the use of symbols, acronyms, and slogans.
  • Jargon interferes with the message and impedes the receiver’s ability to understand it.
  • Clichés and hype words can seriously undermine the credibility of the message.
  • Sleeper effect people may retain the information and eventually separate the source from the opinion.
  • Key points should be mentioned at the beginning and then summarized at the end.
  • Entropy which means that messages continually lose information as media channels and people process the information and pass it on to others.
  • Five stages of the adoption process

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

• Not necessary to go through all five stages
• How decisions are influenced
  • Awareness stage: mass media vehicles such as advertising, short news articles, feature stories, radio and television
  • Interest stage: detailed brochures, specialized publications, small group seminars, web sites, and meetings to provide details.
  • Evaluation, Trial, and Adoption stages: personal experience, group norms and options of family and friends become more influential than mass media.
  • 72 of consumers are influenced by their own experience and another 56 percent by friends and family.
  • 75 percent of word of mouth communication occurs offline and in person.

June 24, 2010. Chapter Notes, Uncategorized.