The Communications

Process

Meenu Chopra, Asst Prof., GNIM

The Communications Process

Meenu Chopra, Asst Prof., GNIM

Attractive sources are appropriate for image-
related products

Meenu Chopra, Asst Prof., GNIM

 There are many forms of encoding

Encoding
Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed

••Song
Song ••Voices
Voices ••Shape/
Shape/
Lyrics
Lyrics Form
Form

Meenu Chopra, Asst Prof., GNIM

 The Semiotic Perspective

Three Components to every marketing message

Object
Object
Brand
Brand such
such as
as
Marlboro
Marlboro

Sign
Sign oror symbol
symbol
Interpretant/
Interpretant/ representing
representing
intended
intended meaning
meaning intended
intended
(masculine,rugged
(masculine,rugged meaning
meaning
individualistic)
individualistic) (Cowboy)
(Cowboy)

Meenu Chopra, Asst Prof., GNIM

What is the symbolic meaning of the
ornated elephant?

Meenu Chopra, Asst Prof., GNIM

Images Encoded in Pictures Convey
Emotions Very Powerfully

Meenu Chopra, Asst Prof., GNIM

 Communications Channels

Personal
Selling
Personal
Personal
Channels
Channels
Word of
Mouth

Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media

Meenu Chopra, Asst Prof., GNIM

Tremor Recruits Teens to Generate
Word-of-Mouth

Meenu Chopra, Asst Prof., GNIM

Experiential Overlap

Different Worlds

Sender Receiver
Receiver
Sender Experience
Experience
Experience Experience

Moderate Commonality
Receiver
Receiver
Sender
Sender Experience
Experience
Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience

Meenu Chopra, Asst Prof., GNIM

Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select the
the appropriate
appropriate channel
channel for
for the
the target
target
audience
audience

Receive
Receive feedback
feedback

Meenu Chopra, Asst Prof., GNIM

Levels of Audience Aggregation

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Meenu Chopra, Asst Prof., GNIM

Models of the Response Process

Meenu Chopra, Asst Prof., GNIM

Alternative Response Hierarchies
Topical Involvement
High Low
Learning model Low involvement
model
Perceived product

High
Cognitive
differentiation

Cognitive
Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive

Meenu Chopra, Asst Prof., GNIM

Heavy Repetition vs. Lengthy,
Detailed Messages

Meenu Chopra, Asst Prof., GNIM

Foote, Cone & Belding Grid

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer The Reactor

Meenu Chopra, Asst Prof., GNIM

Foote, Cone & Belding Grid

Thinking

1
Informative
The Thinker
Car-house-furnishings-new products
Involvement

Model: Learn-feel-do (economic?)

High

Possible implications
Test: Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration

Meenu Chopra, Asst Prof., GNIM

Products Such as Televisions Are High
Involvement Purchases

Meenu Chopra, Asst Prof., GNIM

Foote, Cone & Belding Grid

Feeling

2
Affective
The Feeler
Jewelry-cosmetics-fashion goods
Involvement

Model: Feel-learn-do
(psychological?)
High

Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact

Meenu Chopra, Asst Prof., GNIM

Foote, Cone & Belding Grid

Thinking

3
Habit formation
The Doer
Food-household items
Involvement

Model: Do-learn-feel (responsive?)

Low

Possible implications
Test: Sales
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder

Meenu Chopra, Asst Prof., GNIM

Foote, Cone & Belding Grid

Feeling

4
Self-satisfaction
The Reactor
Cigarettes, liquor, candy
Involvement

Model: Do-feel-learn (social?)

Low

Possible implications
Test: Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention

Meenu Chopra, Asst Prof., GNIM

A Model of Cognitive Response

Meenu Chopra, Asst Prof., GNIM

Elaboration Likelihood Model

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

Routes to attitude change

Central
Central route
route toto Peripheral
Peripheral route
route to
to
persuasion
persuasion –– ability
ability persuasion
persuasion –– ability
ability
and
and motivation
motivation to to and
and motivation
motivation toto
process
process aa message
message is is process
process aa message
message is is
high
high and
and close
close low
low and
and receiver
receiver
attention
attention is
is paid
paid to
to focuses
focuses more
more on
on
message
message content
content peripheral
peripheral cues
cues rather
rather
than
than message
message content
content

Meenu Chopra, Asst Prof., GNIM

Celebrity Endorsers Can Be Peripheral Cues

Meenu Chopra, Asst Prof., GNIM