Download 4210-04

ADVERTISING:
Communication Response Models
and Involvement
THE COMMUNICATION PROCESS
• The first model of communication:
Source
Message
Receiver
THE COMMUNICATION PROCESS
• A second model of communication:
Fields of Experience
Sender
Meaning
Receiver
THE COMMUNICATION PROCESS
• A third model of communication:
Sender Encoding
Message
(Meaning)
Feedback
Decoding
Receiver
(Meaning)
The Semiotic Perspective
3 parts to every marketing message
Object
Brand such as
Marlboro
Interpretant/
intended meaning
(masculine,rugged
individualistic)
Sign or symbol
representing
intended
meaning
(Cowboy)
Symbolic meaning?
INVOLVEMENT
Decoding is ACTIVE
– That is, it requires EFFORT
– When will people to spend effort?
• 1. When they CARE about what you’re saying
personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
Elaboration Likelihood Model
• Petty & Caccioppo
– Two questions:
• Motivation to process?
• Ability to process?
– When YES to both: HIGH elaboration
• Central cues
product
– When NO: LOW elaboration
• Peripheral cues source or ad
17-13
17-14
High Involvement Models
15-15
© Copyright 2008 Pearson Education Canada
Alternative Hierarchies
Lower Involvement Topics
Dissonance/
Attribution Model
Low Involvement
Model
Do
Learn
Feel
Do
Learn
Feel
Activity
• Develop THREE ads for toothpaste
• using ALL 3 hierarchies:
– High
– Dissonance
– Low
Quote of the Day
If your advertising goes unnoticed,
everything else is academic.
• William Bernbach (DDB)