The CommunicationsProcessThe CommunicationsProcess

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The Communications Process

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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

Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Communications Channels

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Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Tremor Recruits Teens to Generate Word-of-Mouth

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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

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Receive feedbackReceive feedback

Select the appropriate channel for the target audience

Select the appropriate channel for the target audience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Select the appropriate channel for the target audience

Select the appropriate channel for the target audience

Develop a properly encoded messageDevelop a properly encoded message

Select an appropriate sourceSelect an appropriate source

Successful Communication

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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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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 intentBrand attitudes,purchase intent

Recall over timeRecall over time

Inventory POP consumer panel

Scanner data

Inventory POP consumer panel

Scanner data

RetentionRetentionRecall over timeRecall over time

Message acceptance/yielding

Message acceptance/yielding

Brand attitudes,purchase intentBrand 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 InvolvementP

erc

eiv

ed

pro

du

ct

diff

ere

nti

ati

on

Learning model Low involvement model

Dissonance/attribution model

CognitiveAffectiveConative

ConativeAffectiveCognitive

Cognitive

Conative

Affective

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

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

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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

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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CounterargumentsCounterarguments 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 argumentsCounterargumentsCounterarguments

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

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 high-involvement buying situation

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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