Download Communication Process Message Decisions

Message Decisions
Communication
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Advertising is, first of all, a form of
communication.
Communication
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The passing of information
The exchange of ideas
The process of establishing a commonness or
oneness of thought between a sender and a
receiver.
Communication Process
Elements in the
Communication Process
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Sender/Source: the person or organization that has
information to share with another person or group of
people.
Receiver/Audience: the person(s) with whom the
sender shares thoughts or information.
Message: the information or meaning the source
hopes to convey.
Channel: the method by which the communication
travels from the source or sender to the receiver.
 Personal: salespeople, word-of-mouth.
 Nonpersonal (mass media): broadcast, print.
Elements in the
Communication Process
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Encoding: the process that the source puts
thoughts, ideas, or information into a
symbolic form (words, symbols, pictures, or
video).
Decoding: the process that the receiver
transforms the sender’s message back into
thought.
Word
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ASUS：華碩品質，堅若磐石。
LEXUS：專注完美，近乎苛求。
中國信託：We are family。
全家便利商店：全家就是你家。
Nokia：科技始終來自於人性。
麥當勞：麥當勞都是為你。
第15屆「廣告流行語金句獎」
得獎金句
企業廣告主
一把抵兩把，何需瑪麗亞？！
3M魔布強效拖把
三不五時 愛要及時
全球人壽
用你想要的方式道別
萬安生命
多喝水沒事，沒事多喝水
味丹企業股份有限公司
好險，有南山！
南山人壽保險股份有限公司
信任，帶來新幸福
信義房屋
便宜一樣有好貨
全聯福利中心
想像力是你的超能力
雄獅文具
整個城市就是我的咖啡館
統一超商city café
贏甲嘸知人
台灣彩券
永恆金句
企業廣告主
全國電子 足感心ㄟ (台語發音)
全國電子
肝苦誰人知
白蘭氏五味子芝麻錠
Symbol
Picture
Picture
Picture
Video
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Dentyne – Frost Bites, Ice
Seat belt – 1, 2
BRIDGESTONE: Designed to save life.
Wendy's: Where Is The Beef
Gaps between Encoding and
Decoding
Elements in the
Communication Process
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Noise: unplanned distortion or interference.
Response: the receiver’s set of reactions
after seeing, hearing, or reading the message.
Feedback: the part of the receiver’s response
that is communicated back to the sender.
Cognitive Processing of
Communications
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The Cognitive Response Approach
The Elaboration Likelihood Model (ELM)
The Cognitive Response Approach
(Greenwald, 1968)
Exposure to
advertisement
Cognitive Responses
Attitudes
Product/message
thoughts
Brand attitudes
Source-oriented
thoughts
Ad execution
thoughts
Purchase
intention
Attitude towards
the advertisement
Cognitive Response
Categories
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Product/Message Thoughts
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Source-Oriented Thoughts
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Counter arguments
Support arguments
Source derogation
Source bolstering
Ad-Execution Thoughts
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Thoughts about the ad itself
Affect attitude toward the ad
Important determinant of advertising effectiveness
Advertising Attitude-Mediator Model
Cad
Cb
Aad
中央
周邊
中央
Cad
Ab
Aad
新產品
Cb
PI
成熟產品
Ab
PI
The Elaboration Likelihood Model
(Petty, Cacioppo, and Schumann, 1983)
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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
Routes to attitude change
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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.
Ads Following Central Route
An Ad Following Peripheral
Route
Think
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Does a spokesman always represent a
peripheral cue?
Communication Process
Message Decisions
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Message content (what to say)
Message structure (how to say it logically)
Message format (how to say it symbolically)
Message source (who should say it)
Message Content
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Appeal, theme, idea, or unique selling
proposition (USP)
Rational or emotional appeals
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Rational
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Positive, e.g. SUZUKI, PHILIP寬螢幕, 安泰人壽.
Negative, e.g. Dia香皂, 安全帶, careerbuilder.com.
Emotional, e.g. 可口可樂, 中華汽車.
Do Humorous Ads Wear Out
Too Fast?
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Two opposing opinions
Solution: humorous campaigns consisting of
many different commercials.
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KFC – 會客篇, 監獄篇
AMERIQUEST – 廚房篇, 飛機篇
BRAHMA Beer – 1, 2
Fear Appeals and Message
Acceptance
Acceptan
ce
Facilitating effects
Resultant
nonmonotonic curve
Rejection
Level of fear
Inhibiting effects
Message Structure
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Order of Presentation
Conclusion Drawing
Message Sidedness
Refutation
Verbal versus Visual Messages
Order of Presentation
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Primacy effect: information presented first is
most effective.
Recency effect: the last arguments presented
are most persuasive.
Most effective sales presentations open and
close with strong selling points and bury
weaker arguments in the middle.
Target audience’s attitude: opposed, not
interested, or predisposed.
Recall
Message Recall and
Presentation Order
Beginning
Middle
End
Conclusion Drawing
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In general, messages with explicit
conclusions are more easily
understood and effective in
influencing.
Open-ended ads were more effective
than closed-ended arguments that
did include a specific conclusion –
but only for involved audiences.
Factors: involvement, education, the
type of issue or topic, the nature of
the situation, complexity.
Conclusion Drawing
Message Sidedness
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One-sided message: mention only positive
attributes or benefits.
Two-sided message: present both good and
bad points.
Two-sided message may enhance the
credibility of the source.
E.g. Avis: “We are No. 2. We try harder.”; 全
聯福利中心.
Factors: education, audience’s attitude.
Two-Sided Message
Refutation
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The communicator presents both sides of an issue
and then refutes the opposing viewpoint.
Refutational messages may be useful when
marketers wish to build attitudes that resist change
and must defend against attacks or criticism of their
products or company.
Refutational appeals are more effective than onesided messages in making consumers resistant to
an opposing message.
Examples: PHS vs. GSM, 烤米片 vs. 洋芋片.
Refutation