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The Communications
Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Communications Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attractive sources are appropriate for
image-related products
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There are many forms of encoding
Encoding
Verbal
• Spoken
Word
• Written
Word
• Song
Lyrics
Graphic
• Pictures
• Drawings
• Charts
Musical
Animation
• Arrangement
• Action/
Motion
• Instrumentation
• Pace/
Speed
• Voices
• Shape/
Form
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The Semiotic Perspective
Three Components to every marketing message
Object
Brand such as
Marlboro
Interpretant/
intended meaning
(masculine,rugged
individualistic)
Sign or symbol
representing
intended
meaning
(Cowboy)
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What is the symbolic meaning of the
Snuggle bear?
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Images Encoded in Pictures Convey
Emotions Very Powerfully
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Music and Symbols Readily Cross Ethnic Boundaries
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Forms of Personal Communication
Vocabulary
Verbal
Grammar
Inflection
Gesture
Nonverbal
Facial
Expression
Body
Language
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Communications Channels
Personal
Selling
Personal
Channels
Word of
Mouth
Print
Media
Nonpersonal
Channels
Broadcast
Media
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Pennzoil Creates Advertising for
the Hispanic Market
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Experiential Overlap
Different Worlds
Receiver
Experience
Sender
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
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Receiver
Experience
Levels of Audience Aggregation
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
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Models of the Response Process
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Advertising Creates Awareness for a New Product
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Models of Obtaining Feedback
Effectiveness Test
Persuasion Process
Circulation Reach
Exposure, Presentation
Listener, Reader,
Viewer Recognition
Attention
Recall, Checklists
Comprehension
Brand Attitudes,
Purchase Intent
Message Acceptance/
Yielding
Recall Over Time
Retention
Inventory, POP
Consumer Panel
Purchase Behavior
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Alternative Response Hierarchies
High
High
Low
Learning Model
Low Involvement
Model
Cognitive
Affective
Conative
Dissonance/
Attribution Model
Low
Perceived product
differentiation
Topical Involvement
Conative
Affective
Cognitive
Cognitive
Conative
Affective
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Clever Ads Encourage Low
Involvement Learning
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Computers are high-involvement,
highly differentiated products
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Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
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Foote, Cone & Belding Grid
Thinking
1
Informative
High
Involvement
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
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Foote, Cone & Belding Grid
Feeling
2
Affective
High
Involvement
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)
Possible implications
Test:
Media:
Creative:
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
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Whirlpool Encourages Women to Connect
With Its Appliances on an Emotional Level
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Foote, Cone & Belding Grid
Thinking
3
Habit formation
Low
Involvement
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Media:
Creative:
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
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Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
Sales
Billboards
Newspapers
Point of Sale
Attention
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Cognitive Response
A method for examining consumers’ cognitive
processing of advertising messages by looking at
their cognitive responses to hearing, viewing, or
reading communications.
Examines types of thoughts that are evoked by an
advertising message.
Consumers write down or verbally report their
reactions to a message.
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A Model of Cognitive Response
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Cognitive Response Categories
Product/Message Thoughts
Counter Arguments
Support Arguments
Source - Oriented Thoughts
Source Derogation
Source Bolstering
Ad – Execution Thoughts
Thoughts About
the Ad Itself
Affect Attitude
Toward the Ad
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Elaboration Likelihood Model
Focuses on the way consumers respond to persuasive
messages based on the amount and nature of elaboration
or processing of information
Routes to attitude change
Central route to
persuasion – ability
and motivation to
process a message is
high and close
attention is paid to
message content
Peripheral route to
persuasion – ability
and motivation to
process a message is
low and receiver
focuses more on
peripheral cues rather
than message content
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Celebrity Endorsers Can Be Peripheral Cues
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How Advertising Works
Advertising Input
Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Consumer
Cognition, Affect,
Experience
Consumer Behavior
Choice, consumption,
loyalty, habit, etc.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin