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Truyền thông marketing tích hợp

Lecture 2: The communication process
 Chapter 2
The communication
process

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Learning objectives

Introduce Identify Relate

The How the element The basic
communication of the features of the
process communicaion
process transfer two models of
meaning from consumer
the sender to the behaviours:
receiver
- CPM
- HEM

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Content

An introduction to the
communication process & its
elements

Consumer Behaviours in assessing

the message
The communication process & its elements

A Model of the Communication Process (Belch, 2019)

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Details of the elements of the communication process
• This is the sender of the message (e.g. an advertiser or
salesperson) who has ideas about the product to share with
Source the target audience. They encode these ideas by translating
them into symbolic form

• To create brand awareness and recall

Communication • To establish a positive brand image in a consumer’s memory
objectives via positive associations
• To encourage purchase behaviour

• The message is the symbolic expression of what

Message
the communicator intends to achieve

• The path of the message as it moves from source

Message channel
to receiver (TV, newspaper, billboards, t-shirt)

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Elements of the communication process (cont.)

• The target audience (current and potential customers) with

Receiver whom the source attempts to share ideas

Communication • The target audience’s experiences or outcomes received,

outcome which must match the communicator’s expected outcomes

• The means through which the source evaluates how

Feedback accurately the intended message is being received and
whether it is accomplishing its intended objectives

• Interference and distortion at any stage of the

Noise communication process that may interfere, interrupt or
distract from the intended message

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The communication process & its elements

A Model of the Communication Process (Belch, 2019)

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 Effective communication
• Effective communication ensures that the message
from the sender to the receiver is based on a common
meaning.
• A lack of common meaning can lead to:
• a waste of resources
• an ineffective message.

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 Neural cues
• Neuromarketing research shows that certain aural (and other
cues) can be especially appealing to consumers.
• Marketing communication appeals rely on our senses.
• All brand touchpoints, whether company-created or not, have
an impact.

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Communications for the 21st century
• Technology will influence:
• how information reaches consumers
• who seeks out information
• places where information can be gathered, outside of those created by
marketers.

• A two-way communication model for this technology- driven age

needs to be adopted.

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Communication model for the technology-driven age

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 Marketing communications and
meaning

• Meaning is developed by accomplishing specific

brand-level objectives.
• Meaning can be derived from a number of
perspectives:
• semiotics
• symbols.

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 Semiotics (Ký hiệu học)
• Semiotics is the study of signs and
the analysis of meaning-producing
events.
• Signs are stimuli that may include
both linguistic and
non-linguistic signs.
• Meanings are the thoughts and
feelings evoked by
the stimuli (kích thích).

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 Semiotics formula

Signs Meanings
(non-linguistic (perceptions and
stimuli) affective reactions to
a stimuli)

Semiotics

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 Signs (Dấu hiệu)
• Signs are the stimuli used to evoke an intended meaning.
• Signs contain no meaning in themselves; they must be paired with a
person’s internal responses.
• Signs are most effective when they are common to both the sender
and receiver.

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 Meanings (Ý nghĩa)
• Meanings can be considered the perceptions (thoughts) and affective
reactions (feelings) of the receiver.
• Meanings are evoked by stimuli (signs).
• Meanings are internal and open to individual interpretation, rather
than external.

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 External influences on meanings
• Marketing communications take place in cultural and social
environments that are already loaded with meaning.
• These external influences (values and beliefs, and artefacts of these
values and beliefs) are learned through socialisation.
• These external influences can influence the internal interpretations of
the marketing communications.

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Symbols (Biểu tượng)
• Symbols are used to establish a
relationship between a brand and a
referent; e.g. Red Bull uses the
picture of two bulls to represent
strength.
• Often the symbolic relationship is
established using figurative, or non-
literal language.

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 Three forms of figurative language
Simile (Ví von)
• uses comparisons (as or like) to highlight the message.

Metaphor (Ẩn dụ)

• applies a word or phrase to give meaning to concept or object it does
not literally describe – ‘love is a rose’.

Allegory (Ngụ ngôn)

• characters, figures or events are used in a narrative or pictorial form
to represent difficult-to-advertise products.

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Behavioural foundations of marketing
communications

Understanding the behavioural foundations aids in:

• influencing consumers’ brand-related beliefs
• attitudes towards the brand
• emotional reactions to the brand
• ultimately, the choice of brand.

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 Head OR Heart
• Analysis of consumer choice should not oversimplify the process.
• Consumer decision-making is very complex and is unlikely to be based on
either:
• pure reason
• cold, logical, and rational

or
• pure feelings
• passionate, spontaneous, irrational.

• Rational (hợp lý) and hedonic (hưởng thụ) models are not mutually
exclusive.
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 Two models at either end of the
continuum

Consumer Hedonic,
processing model experiential model
(CPM) (HEM)
• pursuing • pursuing
objectives such as objectives such as
value for money fun, amusement or
and maximising
sensory
profit.
stimulation.

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The consumer processing
model
Stages 1 and 2
Exposure to information
• the fundamental task is to deliver the
message to consumers.

Selective attention
• actively listening and thinking about
the message
• conscious attention (deliberate
attention) versus automatic attention
(superficial attention).
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 Stages 3 and 4
Comprehension (perception)
• creates meaning outside of stimuli and meanings
• results in interpretation of the message.

Agreement
• does the message provide agreement or dissonance?
• is the message credible, believable, trustworthy?

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 Stages 5 and 6
Retention and retrieval
• Both processes involve memory.
• Information is received by sensory receptors (eyes, ears, nose).
• Information is processed and stored in long-term memory (LTM).
• LTM is transferred to short-term memory (STM) for processing at a later
time (e.g. when making a purchase).

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 Stage 7 & 8
Decision making Action
• Using information stored in • Consumer behaviour is not
memory, consumers often seek linear.
out the best brand. • Behaviour is not always
• Sometimes information is consistent with preferences.
conflicting; therefore consumers • Situational influences may
apply a decision heuristic, such as act as the disruptor in
the affect referral or reasoned choices.
compensatory heuristic.

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 The hedonic, experiential model
• The greater the emotional involvement, the greater the influence of experiential processes
• Product consumption results from the anticipation of having fun and pleasurable feelings.
• Examples include:
• performing arts

• plastic arts

• popular forms of entertainment

• fashion apparel

• sporting events

• leisure activities

• recreational pursuits.

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Example of HEM oriented advertising

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 CPM and HEM perspectives
• Verbal stimuli and rational arguments are most appropriate in CPM
oriented marketing communications.
• Non-verbal content or emotionally provocative words are most
appropriate for HEM oriented marketing communications.
• However, CPM and HEM are not mutually exclusive as such.

Finally, it is important to remember that no single marketing communications approach,

whether based on CPM or HEM processing, is effective in all instances.

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