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The Communications
Process
The Communications Process
Attractive sources are appropriate for imagerelated products
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
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)
What is the symbolic meaning of the
Snuggle bear?
Images Encoded in Pictures Convey
Emotions Very Powerfully
Communications Channels
Personal
Channels
Nonpersonal
Channels
Tremor Recruits Teens to Generate
Word-of-Mouth
Experiential Overlap
Different Worlds
Receiver
Experience
Sender
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
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 Florida on Delta Airlines
B)
a print ad explaining a sweepstakes in
which the winner will receive a walk-on
role on an NBC soap opera
C)
a print ad for DeBeers diamonds with a
picture of a woman wearing a diamond
necklace and the DeBeers name
D)
a television ad that tells you to watch the
next episode of ER
E)
all of the above
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select the appropriate channel for the target
audience
Receive feedback
Levels of Audience Aggregation
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
Models of the Response Process
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
Scanner data
Purchase behavior
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
Heavy Repetition vs. Lengthy,
Detailed Messages
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
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
Products Such as Televisions Are High
Involvement Purchases
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
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
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
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
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.
A Model of Cognitive Response
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 ad
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
Test Your Knowledge
The elaboration likelihood model (ELM) states that
there are two basic routes to persuasion, the central
route and the peripheral route. With the peripheral
route to persuasion,:
A)
the message will be more likely received
if a celebrity endorser is used
B)
the message should contain a lot of
information
C)
the receiver is viewed as very actively
involved in the communication process
D)
the quality of the message claims are
more important than the spokesperson,
headline, pictures, or music bed
E)
the sender is dealing with a highinvolvement buying situation
Celebrity Endorsers Can Be Peripheral Cues
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.