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The Communications
Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Communications Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What is the symbolic meaning of the
Snuggle bear?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Images Encoded in Pictures Convey
Emotions Very Powerfully
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Communications Channels
Personal
Selling
Personal
Channels
Word of
Mouth
Print
Media
Nonpersonal
Channels
Broadcast
Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Experiential Overlap
Different Worlds
Receiver
Experience
Sender
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Receiver
Experience
Test Your Knowledge
Which of the following would be an example of an
advertising message?
A)
a radio commercial telling you to why you
should fly to London on Gulf Air
B)
a print ad explaining a sweepstakes in
which the winner will receive a car
C)
a print ad for Damas diamonds with a
picture of a woman wearing a diamond
necklace and the Damas name
D)
a television ad that tells you to watch a
football match
E)
all of the above
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select the appropriate channel for the target
audience
Receive feedback
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Levels of Audience Aggregation
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Models of the Response Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
Marketers of _____ often must communicate with a
passive, uninterested consumers who may focus more
on nonmessage elements such as music, slogans, and
jingles than on message content:
A)
employment services
B)
ketchup, mustard, margarine, and soy
sauce
C)
personal computers
D)
x-ray machines, road building equipment,
and walk-in refrigeration units
E)
business-to-business services such as
advertising agencies
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A Model of Cognitive Response
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cognitive Response Categories
Product/Message Thoughts
Counterarguments
Support arguments
Source-Oriented Thoughts
Source derogation
Source bolstering
Ad Execution Thoughts
Thoughts about
the ad itself
Affect attitude
toward the brand
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin