Communication Response Model- IMC

8/20/2019 Communication Response Model- IMC

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Communication Response Models


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© 2005 McGraw-Hill Ryerson Limited

Chapter Obecti!es

• "o understand the basic elements o# the

communication process and the role o#communication in mar$etin%&

• "o e'amine !arious communication responsemodels&

• "o analy(e the response processes o# recei!erso# mar$etin% communications) includin%alternati!e response hierarchies and theirimplications #or promotional plannin% andstrate%y&

• "o e'amine the nature o# consumers* co%niti!e

processin% o# mar$etin% communications&• "o summari(e an inte%rati!e communication

response model #rom a theoretical andmana%erial perspecti!e&


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"he Communications +rocess


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,ource

• ,ender or source o# communication isthe person or or%ani(ation that hasin#ormation to share&

• source can be.

– n indi!idual – nonpersonal entity


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Messa%e

• Contains the in#ormation or meanin%the source hopes to con!ey&

– /erbal or non!erbal

– ritten) oral) or symbolic

• 1e!eloped as a result o# the encoding process&

– ncodin% in!ol!es puttin% thou%hts)

ideas) or in#ormation into symbolic #orm&


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"here are many #orms o# encodin%

Graphic

Graphic

• +ictures

• 1rawin%s

• Charts

• +ictures

• 1rawin%s

• Charts

/erbal

/erbal

• ,po$enord

• rittenord

• ,on%Lyrics

• ,po$enord

• rittenord

• ,on%Lyrics

Musical

Musical

• rran%e-ment

• 3nstrum-entation

• /oices

• rran%e-ment

• 3nstrum-entation

• /oices

nimation

nimation

• ction4Motion

• +ace4,peed

• ,hape4orm

• ction4Motion

• +ace4,peed

• ,hape4orm

/erbal

/erbal Graphic

Graphic Musical

Musical

Encoding

Encoding


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,emiotics

• "he study o# the nature o# meanin%)as$in% how our reality 6 words)%estures) myths) si%ns) symbols)products4ser!ices) theories 6 ac7uire

meanin%&• d!ertisin% and mar$etin% researchers

are interested in semiotics to better

understand the symbolic meanin% whichmi%ht be con!eyed in a communication&



"he ,emiotic +erspecti!e

Obect8rand such as

Marlboro

Obect8rand such as

Marlboro

,i%n or symbolrepresentin%

intendedmeanin%9Cowboy:



3nterpretant4intended meanin%9masculine)ru%%ed

indi!idualistic:

3nterpretant4intended meanin%

9masculine)ru%%edindi!idualistic:

Obect8rand such as

Marlboro

Obect8rand such as

Marlboro





Three Components to every marketing message

h i h b li i # h , l



hat is the symbolic meanin% o# the ,nu%%lebear;

3 d d i i # ll



3ma%es encoded in pictures power#ullycon!ey emotions



Channel

• "he method by which thecommunication tra!els #rom the sourceor sender to the recei!er&



Channels o# Communication

PersonalChannels

PersonalChannelsPersonalChannels

PersonalChannels

NonpersonalChannels

NonpersonalChannels

+ersonal,ellin%

ord o#

Mouth

+rintMedia

8roadcastMedia



Recei!er

• "he person or people with whom thesender shares thou%hts or in#ormation&

• Generally consumers in the tar%etmar$et or audience&



Le!els o# udience %%re%ation

i%ure



Mar$etin% to 1i##erent udience Groups

Mass Markets Mass Communication

Market Segments /ariety o#rele!ant media

Niche Markets +ersonalsellin% or hi%hlytar%eted media

Small Groups Onemessa%e and

medium

Individuals +ersonalsellin%

Niche Markets +ersonalsellin% or hi%hlytar%eted media

Market Segments /ariety o#rele!ant media

Mass Markets Mass Communication

Small Groups Onemessa%e and

medium



1ecodin%

• "rans#ormin% the sender*s messa%ebac$ into thou%ht&

• Hea!ily in#luenced by recei!er*s #rameo# re#erence or field of eperience&

• ##ecti!e communication more li$elywhen parties share some common%round&



=oise

• >nplanned distortion or inter#erence&

• 'amples include.

– rrors or problems durin% messa%e*sencodin%

– 1istortion in radio or tele!ision si%nal – 1istractions at the point o# reception



Response !s& eedbac$

!esponse

• Recei!er*s set o# reactions a#ter seein%)hearin%) or readin% the messa%e&

• "eed#ack is the part o# the response

communicated bac$ to the sender& – Closes the loop in the communications

#low and lets sender monitor how

encoded messa%e is bein% decoded andrecei!ed&



Models o# the Response +rocess



?& 31 Model

• 1e!eloped to represent the sta%esthrou%h which a salesperson must ta$ea customer in the personal sellin%process&

• 8uyer is depicted as passin% throu%h$ttention) Interest) %esire) and $ctionsta%es&

–

ction sta%e in!ol!es closin% the sale)which is the most di##icult sta%e) butmost important to the mar$eter&



2& Hierarchy o# ##ects Model

• +aradi%m #or settin% and measurin%ad!ertisin% obecti!es&

• ,hows the process by which ad!ertisin%wor$s) and that ad!ertisin%*s e##ects

occur o!er a period o# time&• Consumer passes throu%h a series o#

steps in se7uential order) #rom initial

awareness o# product or ser!ice toactual purchase&



@& 3n#ormation +rocessin% Model

• ssumes that the recei!er in apersuasi!e communication situation isan in#ormation processor or problemsol!er&

• ,teps o# bein% persuaded constitute aresponse hierarchy&

• ,teps are similar to the Hierarchy o#

##ects se7uence&

"raditional Hierarchy Models are use#ul



"raditional Hierarchy Models are use#ulbecause.

• "hey outline the series o# steps potential

purchasers must ta$e to mo!e #romunawareness o# a product or ser!ice toreadiness to purchase&

• +otential buyers can be identi#ied as present

at di##erent sta%es in the hierarchy&• d!ertiser can identi#y di##erent

communication problems based on each sta%eo# the hierarchy&

• "hey can be used as intermediate measureso# communication e##ecti!eness to %uide#uture communication decisions&


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lternati!e Response Hierarchies

Hi%h Low

H

i % h

L o w

P e r c e

i v e d p

r o d

u c t

d i f f

e r e n t i a t i o

n

Learnin% Model Low 3n!ol!ement Model

1issonance4ttribution Model

C o g n i t i v e

A f f e c t i v e

C o n a t i v e

C o n a t i v e

A f f e c t i v e

C o g n i t i v e

C o g n i t i v e

C o n a t i v e

A f f e c t i v e

Topical Involvement

Computers are hi%h-in!ol!ement hi%hly


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Computers are hi%h-in!ol!ement) hi%hlydi##erentiated products&

Cle!er ads encoura%e low in!ol!ement


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Cle!er ads encoura%e low in!ol!ementlearnin%


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lternati!e Response Hierarchies

i%ure


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3mplications o# lternati!e Response Models

3MC pro%ram3MC pro%ram

Li$ely responsese7uence

Li$ely response

se7uence

$naly&e.

• Communication situation #or their product orser!ice

• 3n!ol!ement le!els and product4ser!icedi##erentiation

•

Consumers* use o# in#ormation sources and le!elso# e'perience with product or ser!ice

$naly&e.

•

Communication situation #or their product orser!ice

• 3n!ol!ement le!els and product4ser!icedi##erentiation

• Consumers* use o# in#ormation sources and le!elso# e'perience with product or ser!ice

h h


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"he Co%niti!e Response pproach

i%ure


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Co%niti!e Response Cate%ories

Counter r%umentsCounter r%uments ,upport r%uments,upport r%uments

,ource 1ero%ation,ource 1ero%ation ,ource 8olsterin%,ource 8olsterin%

"hou%hts bout

the d 3tsel#

"hou%hts bout

the d 3tsel# "hou%hts bout

the d 3tsel#

"hou%hts bout

the d 3tsel#

,ource 8olsterin%,ource 8olsterin%,ource 1ero%ation,ource 1ero%ation

,upport r%uments,upport r%umentsCounter r%umentsCounter r%uments

##ect ttitude"oward the d


Product'Message ThoughtsProduct'Message Thoughts

Source()riented ThoughtsSource()riented Thoughts

$d*Eecution Thoughts$d*Eecution Thoughts

+ d 4M "h h


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+roduct4Messa%e "hou%hts

Counter r%umentsCounter r%uments ,upport r%uments,upport r%uments,upport r%uments,upport r%umentsCounter r%umentsCounter r%uments

Product'Message ThoughtsProduct'Message Thoughts

•Recipient thou%htsopposin% messa%eo# ad&

•

Recipient thou%htsopposin% messa%eo# ad&

•Recipient thou%htsa##irmin% messa%eo# ad&

•

Recipient thou%htsa##irmin% messa%eo# ad&

, O i t d "h ht


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,ource-Oriented "hou%hts

,ource 1ero%ation,ource 1ero%ation ,ource 8olsterin%,ource 8olsterin%,ource 8olsterin%,ource 8olsterin%,ource 1ero%ation,ource 1ero%ation

Source()riented ThoughtsSource()riented Thoughts

• =e%ati!e thou%hts

aboutspo$esperson oror%ani(ationma$in% the claims&

• =e%ati!e thou%hts

aboutspo$esperson oror%ani(ationma$in% the claims&

• +ositi!e reactionsto spo$esperson oror%ani(ationma$in% the claims&

• +ositi!e reactions

to spo$esperson oror%ani(ationma$in% the claims&

d ti "h ht


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d-'ecution "hou%hts

$d(Eecution Thoughts$d(Eecution Thoughts

• ;• ; • ;• ;

"hou%hts bout

the d 3tsel#

"hou%hts bout

the d 3tsel# "hou%hts bout

the d 3tsel#

"hou%hts bout

the d 3tsel# ##ect ttitude"oward the d

##ect ttitude"oward the d##ect ttitude"oward the d


l b ti Li$ lih d M d l


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laboration Li$elihood Model

Focuses on the way consumers respond to persuasivemessages based on the amount and nature ofelaboration or processing of information

Focuses on the way consumers respond to persuasive

messages based on the amount and nature ofelaboration or processing of information

Peripheral routeto persuasion • Low ability and

moti!ation to

process a messa%e• Recei!er #ocuses

more on peripheralcues rather thanmessa%e content

Peripheral routeto persuasion • Low ability and

moti!ation to

process a messa%e• Recei!er #ocuses

more on peripheralcues rather thanmessa%e content

Central route topersuasion • Hi%h ability and

moti!ation to

process a messa%e

• Close attention ispaid to messa%econtent

Central route topersuasion • Hi%h ability and

moti!ation to

process a messa%e

• Close attention ispaid to messa%econtent

Routes to attitude chan%e

C l b it d b i h l


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Celebrity endorsers can be peripheral cues

3 li ti # th LM


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3mplications o# the LM

• Le!el o# in!ol!ement o# consumers in

tar%et audience. – H3GH an ad or sales presentation

should contain stron% ar%uments that

are di##icult #or the recipient to re#ute orcounterar%ue&

– LO peripheral cues may be moreimportant than detailed messa%e

ar%uments&

"heoretical pproach to >nderstandin% How


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"heoretical pproach to >nderstandin% HowConsumers Respond to d!ertisin%

#ramewor$ #or studyin% how ad!ertisin% wor$s&

$dvertising InputMessa%e content) mediaschedulin%) repetition


"ilters

Moti!ation) ability)9in!ol!ement:

"iltersMoti!ation) ability)

9in!ol!ement:

ConsumerCo%nition) ##ect)

'perience


'perience

Consumer +ehaviourChoice) consumption)

loyalty) habit) etc&

Consumer +ehaviourChoice) consumption)

loyalty) habit) etc&



"ilters

Moti!ation) ability)9in!ol!ement:

"iltersMoti!ation) ability)

9in!ol!ement:


'perience


'perience

Mana%erial pproach to >nderstandin% How


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Mana%erial pproach to >nderstandin% HowConsumers Respond to d!ertisin%

+rocessin% and Communication ##ects

i%ure

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Communication Response Model- IMC

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