The Communications Process

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Communications Process

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive sources are appropriate for image-related products

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

There are many forms of encoding

Encoding

Verbal
Spoken Word Written Word Song Lyrics

Graphic
Pictures Drawings

Musical
Arrangement Instrumentation Voices

Animation
Action/ Motion Pace/ Speed Shape/ Form

Charts

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Semiotic Perspective

Three Components to every marketing message
Object Brand such as Marlboro

Interpretant/ intended meaning (masculine,rugged individualistic)

Sign or symbol representing intended meaning (Cowboy)

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

What is the symbolic meaning of the Snuggle bear?

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Music and Symbols Readily Cross Ethnic Boundaries

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Forms of Personal Communication

Vocabulary

Verbal

Grammar Inflection

Gesture

Nonverbal

Facial Expression
Body Language

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Communications Channels
Personal Selling

Personal Channels

Word of Mouth Print Media

Broadcast Media
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nonpersonal Channels

Pennzoil Creates Advertising for the Hispanic Market

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Experiential Overlap
Different Worlds
Sender Experience Receiver Experience

Moderate Commonality
Sender Experience Receiver Experience

High Commonality
Receiver Sender Experience Experience
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Receiver Experience

Levels of Audience Aggregation

Mass Markets

Market Segments

Niche Markets

Small Groups Individuals

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Models of the Response Process

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creates Awareness for a New Product

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Models of Obtaining Feedback

Effectiveness Test
Circulation Reach Listener, Reader, Viewer Recognition

Persuasion Process
Exposure, Presentation Attention Comprehension Message Acceptance/ Yielding Retention Purchase Behavior

Recall, Checklists
Brand Attitudes, Purchase Intent Recall Over Time Inventory, POP Consumer Panel

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Alternative Response Hierarchies

Topical Involvement High
Learning Model

Low
Low Involvement Model

Perceived product differentiation

Cognitive Affective Conative

Dissonance/ Attribution Model

High

Cognitive

Conative

Low

Conative Affective Cognitive

Affective

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Clever Ads Encourage Low Involvement Learning

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Computers are high-involvement, highly differentiated products

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid

Thinking High Involvement Feeling

Informative The Thinker

Affective The Feeler

Low Involvement

Habit Formation The Doer

SelfSatisfaction The Reactor

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid

Thinking

1
High Involvement

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

Possible implications
Test: Media:

Creative:

Recall diagnostics Long copy format Reflective vehicles Specific information Demonstration

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid

Feeling

2
High Involvement

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

Possible implications
Test:

Media:
Creative:

Attitude change Emotional arousal Large space Image specials Executional Impact

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

*Click outside of the video screen to advance to the next slide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid

Thinking

3
Low Involvement

Habit formation
The Doer
Food-household items Model: Do-learn-feel (responsive?)

Possible implications
Test: Media:

Creative:

Sales Small space ads 10-second IDs Radio; Point of Sale Reminder

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid

Feeling

4
Low Involvement

Self-satisfaction
The Reactor
Cigarettes, liquor, candy Model: Do-feel-learn (social?)

Possible implications
Test: Media:

Creative:

Sales Billboards Newspapers Point of Sale Attention

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cognitive Response
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. Consumers write down or verbally report their reactions to a message.
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Model of Cognitive Response

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cognitive Response Categories

Product/Message Thoughts

Counter Arguments

Support Arguments

Source - Oriented Thoughts Source Derogation Source Bolstering

Ad Execution Thoughts Thoughts About the Ad Itself

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Affect Attitude Toward the Ad

Elaboration Likelihood Model

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

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

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Celebrity Endorsers Can Be Peripheral Cues

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

How Advertising Works

Advertising Input Message content, media scheduling, repetition

Filters Motivation, ability, (involvement)

Consumer Cognition, Affect, Experience Consumer Behavior Choice, consumption, loyalty, habit, etc.
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin