Communications Theory PDF

**Communications Theory** **Understanding Communication** - Communication involves a two-way flow of information, not just one-way transmission (Introduction to Communications Theory) - Effective communication requires the receiver to understand the intended message, not just receive...

**Communications Theory** **Understanding Communication** - Communication involves a two-way flow of information, not just one-way transmission (Introduction to Communications Theory) - Effective communication requires the receiver to understand the intended message, not just receive it (Introduction to communications theory) - Communication errors can have serious consequences, even leading to loss of life in extreme cases (Millions die from ineffective communications) - Good marketing communications is complex and requires careful consideration of the target audience and potential distractions or \"noise\" (Introduction to Communications Theory) **Non-verbal and Non-Symbolic Communication** - Non-verbal cues like space, time, and body language can convey powerful messages (Non-verbal and non-symbolic communications) - Minimalist website design that quickly communicates purpose is important for impatient, fast-moving visitors (Non-verbal and non-symbolic communications) - Color, visual hierarchy, and consistency also communicate important information to website visitors (Non-verbal and non-symbolic communications) - In Western cultures, the use of time can project an image of authority or importance (Non-verbal and non-symbolic communications) **Symbolic and Semiotic Communication** - Semiotics explores how symbols and signs are used in communications, especially in advertising (Symbolic and semiotic communications) - Subtle meanings of symbols can lead to unintended messages if not carefully considered (Symbolic and semiotic communications) **Source Credibility** - The credibility of the message source, deliverer, and media vehicle all affect the perceived credibility of the message (Source credibility) - Factors like trustworthiness, expertise, and positive/negative reviews impact source credibility (Source credibility) - Poor website design is a major reason why visitors distrust online information (Source credibility) **Opinion Formers, Opinion Leaders, and Connectors** - Opinion formers and opinion leaders, including journalists, bloggers, and group leaders, can significantly influence others (Opinion formers, opinion leaders and connectors) - Identifying and partnering with influential \"connectors\" can help spread messages through a target audience (Opinion formers, opinion leaders and connectors) - Microsoft used influencer marketing to successfully launch its Windows Phone (Opinion formers, opinion leaders and connectors) **Communications Models** **Single-Step Model** - Basic model with sender, message, and receiver, assuming passive audience (A single-step communications model) - Fails to account for selective information processing and distortion by active receivers (A single-step communications model) **Two-Step Model** - Messages filtered through opinion leaders before reaching mass audience (A two-step linear communications model) - Opinion formers and opinion leaders have different roles in influencing others (A two-step linear communications model) **Multi-Step Models** - Communication is a multi-directional process with feedback loops (multi-step linear communications models, multi-step non-linear communications models) - Customers talk to each other (C2C) and back to the company (C2B) in web-based communications (multi-step non-linear communications models) **Classic and Contemporary Models** - The adoption model maps the mental process of individuals toward purchasing new products (Classic and contemporary communications models) - Diffusion of innovations model identifies different adopter segments with varying rates of adoption (Classic and contemporary communications models) - Crossing the \"chasm\" between early adopters and the early majority is a key challenge for marketers of innovations (Classic and contemporary communications models) **Future Communications Models** **The End of the Traditional Marcomms Funnel?** - The linear \"funnel\" model fails to capture modern customer decision journeys (The end of the traditional marcomms funnel model?) - Marketers must be present at all key touchpoints, including late-stage online research and word-of-mouth (The end of the traditional marcomms funnel model?) **The Semantic Web and Web 3.0** - The Semantic Web will enable data to communicate with other data, potentially transforming communications models (Make way for the Semantic Web -- new models required) - Web 3.0 technologies like artificial intelligence will provide more intuitive, machine-facilitated experiences (Make way for the Semantic Web -- new models required) **New Marketing Communications Skills Required** - Analytical pattern skills, agile project management, experimental curiosity, systems thinking, and software fluency are important new competencies for marketers (New marketing communications skills required)