chap05 the communication process 2107

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The Communication Process 5

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Fields of Experience

The Communications Process

Response Feedback Loop

Encoding / Decoding Symbols

• Graphic

– Pictures – Drawings – Charts

• Musical

– Arrangement – Instrumentation – Voice or chorus

• Verbal

– Spoken word – Written word – Song lyrics

• Animation

– Action/motion – Pace /speed – Shape/Form

Receiver Experience

Different Worlds

Sender Experience

Sender Experience

Receiver Experience

Receiver Experience

Moderate Commonality

Sender Experience

Sender Experience

High Commonality

Receiver Experience

Sign or symbolrepresenting intended

meaning (Cowboy)

ObjectBrand such as Marlboro

Interpretant/intended meaning (masculine,rugged individualistic)Semiotics

Three Components of a marketing message

What is the symbolic meaning of the Snuggle bear?

Two Types of Channels

• Direct (Personal)

– One-on-one – One to group – Team to group

• Indirect (Media)

– Paid media – Unpaid media – Special media

Human Communicators

• Verbal

– Vocabulary – Grammar – Inflection

• Nonverbal

– Gestures – Facial expression – Body language

Levels of Audience Aggregation

Models of the Response Process

Awareness

Knowledge

Linking Preference Conviction

Purchase

Innovation adoption

Presentation Attention Comprehension

Yielding

Retention

Behavior

Advertising is used to make consumers aware of new products and their features

Models of Obtaining Feedback

Circulation reach Exposure, presentation

Listener, reader,

Viewer recognition Attention

Recall, checklists Comprehension

An Alternative Response Hierarchy

Conative Affective Cognitive

Cognitive

Conative

Affective

An ad for a low involvement product

ƒEffectiveness of ad to induce purchase

ƒRelative importance of the product class

ƒPerceived differences

in product attributes

ƒPreference of a particular kind

ƒInfluence of price on brand choice

ƒAmount of information

on search

ƒTime spend deliberating alternatives

ƒType of decision rule used in choice

ƒElicitation of counterarguments to ads

ƒEffectiveness of ad to induce purchase

ƒRelative importance of the product class

ƒPerceived differences

in product attributes

ƒPreference of a particular kind

ƒInfluence of price on brand choice

ƒAmount of information

on search

ƒTime spend deliberating alternatives

ƒType of decision rule used in choice

InvolvementWith advertisementsWith productsWith purchase decisions

InvolvementWith advertisementsWith productsWith purchase decisions

Foote, Cone & Belding Grid

The Doer

4

Satisfaction

Foote, Cone & Belding Grid

1

Informative

The Thinker

Car-house-furnishings-new products Model: Learn-feel-do (economic?)

Possible implications

Test: Recall diagnostics Media: Long copy format

Reflective vehicles Creative: Specific information

Demonstration

Thinking

Foote, Cone & Belding Grid

2

Affective

The Feeler

Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?)

Possible implications

Test: Attitude change

Emotional arousal Media: Large space

Image specials Creative: Executional

Impact

Feeling

Foote, Cone & Belding Grid

3

Habit formation

The Doer

Food-household items Model: Do-learn-feel (responsive?)

Possible implications

Test: Sales Media: Small space ads

10-second ID’s Radio; Point of Sale Creative: Reminder

Thinking

Foote, Cone & Belding Grid

Newspapers Point of Sale Creative: Attention

Feeling

A Model of Cognitive Response

Ad execution thoughts

Attitude towards the advertisement

Brand attitudes

Purchase intention

Purchase intentionCognitive Responses Attitudes

Cognitive Response Categories

¾ Product/Message Thoughts

ƒ Counter arguments, support arguments

¾ Source - Oriented Thoughts

ƒ Source derogation – source bolstering

¾ Ad – Execution Thoughts

ƒ Thoughts about the ad itself

ƒ Affect attitude toward the ad

ƒ Important determinant of advertising effectiveness

The Elaboration Likelihood Model

Routes to attitude change

¾ Central route to persuasion – ability and motivation

to process a message is high and close attention is paid to message content

¾ Peripheral route to persuasion – ability and

motivation to process a message is low and receiver focuses more on peripheral cues rather than

message content

Focuses on the way consumers respond to

persuasive messages based on the amount and

nature of elaboration or processing of information

Central processing usually occurs for high involvement products

An ad using peripheral cues

A framework for studying how advertising works