The CommunicationsProcessThe CommunicationsProcess

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The Communications Process

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Attractive sources are appropriate for image-related products

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GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrange-ment

•Instrum-entation

•Voices

•Arrange-ment

•Instrum-entation

•Voices

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

VerbalVerbal GraphicGraphic MusicalMusical

There are many forms of encoding

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EncodingEncoding

ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Interpretant/intended meaning (masculine,rugged

individualistic)

Interpretant/intended meaning (masculine,rugged

individualistic)

ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Sign or symbolrepresenting

intendedmeaning (Cowboy)

The Semiotic Perspective

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Three Components to every marketing messageThree Components to every marketing message

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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GrammarGrammar

VocabularyVocabulary

InflectionInflection

Facial Expression

Facial Expression

GestureGesture

Body Language

Body Language

VocabularyVocabulary

GrammarGrammar

InflectionInflection

GestureGesture

Facial Expression

Facial Expression

Forms of Personal Communication

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VerbalVerbal

NonverbalNonverbal

Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Communications Channels

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Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Pennzoil Creates Advertising for the Hispanic Market

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Experiential Overlap

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ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Different WorldsDifferent Worlds

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Moderate CommonalityModerate Commonality

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

High CommonalityHigh CommonalityReceiver

Experience

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Niche Markets

Market Segments

Mass Markets

Levels of Audience Aggregation

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Small Groups

Models of the Response Process

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Advertising Creates Awareness for a New Product

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Models of Obtaining Feedback

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Exposure, PresentationExposure, Presentation

AttentionAttention

ComprehensionComprehension

Message Acceptance/Yielding

Message Acceptance/Yielding

RetentionRetention

Purchase BehaviorPurchase Behavior

Circulation ReachCirculation Reach

Listener, Reader,Viewer RecognitionListener, Reader,

Viewer Recognition

Recall, ChecklistsRecall, Checklists

Brand Attitudes,Purchase Intent

Brand Attitudes,Purchase Intent

Recall Over TimeRecall Over Time

Inventory, POPConsumer PanelInventory, POP

Consumer Panel

RetentionRetentionRecall Over TimeRecall Over Time

Message Acceptance/Yielding

Message Acceptance/Yielding

Brand Attitudes,Purchase Intent

Brand Attitudes,Purchase Intent

ComprehensionComprehensionRecall, ChecklistsRecall, Checklists

AttentionAttentionListener, Reader,Viewer RecognitionListener, Reader,

Viewer Recognition

Exposure, PresentationExposure, PresentationCirculation ReachCirculation Reach

Effectiveness TestEffectiveness Test Persuasion ProcessPersuasion Process

Alternative Response Hierarchies

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High Low

Hig

hLo

w

Topical Involvement

Perc

eiv

ed

pro

du

ct

diff

ere

nti

ati

on

Learning Model Low Involvement Model

Dissonance/Attribution Model

CognitiveAffectiveConative

ConativeAffectiveCognitive

Cognitive

Conative

Affective

Clever Ads Encourage Low Involvement Learning

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Computers are high-involvement, highly differentiated products

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Foote, Cone & Belding Grid

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1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

Foote, Cone & Belding Grid

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1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

h

Involv

em

en

t

Foote, Cone & Belding Grid

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2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

h

Involv

em

en

t

Whirlpool Encourages Women to Connect With Its Appliances on an Emotional Level

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Foote, Cone & Belding Grid

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3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Low

In

volv

em

en

t

Foote, Cone & Belding Grid

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4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

In

volv

em

en

t

Cognitive Response

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A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications.

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.Examines types of thoughts that are evoked by an advertising message.

Consumers write down or verbally report their reactions to a message.Consumers write down or verbally report their reactions to a message.

A Model of Cognitive Response

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Counter ArgumentsCounter Arguments Support ArgumentsSupport Arguments

Source DerogationSource Derogation Source BolsteringSource Bolstering

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Source BolsteringSource BolsteringSource DerogationSource Derogation

Support ArgumentsSupport ArgumentsCounter ArgumentsCounter Arguments

Affect AttitudeToward the AdAffect AttitudeToward the Ad

Cognitive Response Categories

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Product/Message ThoughtsProduct/Message Thoughts

Source - Oriented ThoughtsSource - Oriented Thoughts

Ad – Execution ThoughtsAd – Execution Thoughts

Elaboration Likelihood Model

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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

Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information

Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than 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

Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content

Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content

Routes to attitude change

Celebrity Endorsers Can Be Peripheral Cues

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Advertising InputMessage content, media

scheduling, repetition

Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

ConsumerCognition, Affect,

Experience

Consumer BehaviorChoice, consumption,

loyalty, habit, etc.

Consumer BehaviorChoice, consumption,

loyalty, habit, etc.

Advertising InputMessage content, media

scheduling, repetition

Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

ConsumerCognition, Affect,

Experience

How Advertising Works

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