Chapter 7 Notes


  • 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.

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