5

The Communication Process

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The Nature of Communication

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Source Encoding Using a Celebrity

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 Forms of Encoding

Verbal Graphic Musical Animation

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Message Development

Content

Design Structure

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An Image Can Convey More Than Words

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 Communication Channels

Personal Nonpersonal
Channels Channels

Word of Personal Print Broadcast

Mouth Selling Media Media

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Marketers Embrace Buzz Marketing

5-8
Apples for Dessert

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 Field of Experience Overlap

Different Worlds

Sender Receiver
Experience Experience

Moderate Commonality
Receiver
Sender Experience
Experience

High Commonality
Receiver
Receiver Experience
Sender
Experience
Experience

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Noise in the Communications Process

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 Successful Communication

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback

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Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual &
Group
Audiences

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The Response Process

5-14
 Obtaining Feedback
Effectiveness Tests Persuasion Process

Circulation reach Exposure/ presentation

Listener, reader,
viewer recognition Attention

Recall, checklists Comprehension

Brand attitudes, Message acceptance/

purchase intent yielding

Recall over time Retention

Inventory, POP,
scanner data Purchase behavior
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Alternative Response Hierarchies

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

High
differentiation

Cognitive Cognitive
Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive

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Dissonance/Attribution Model

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Low-Involvement Products

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 The FCB Planning Model

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer The Reactor

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 Developing Promotional Strategies

• Ad options based on the FCB grid

• Rational versus emotional appeals
• Increasing involvement levels
• Evaluation of a think-type product on the
basis of feelings
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LG Connects with Consumer Emotions

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 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 thoughts that are evoked

by an advertising message

Consumers write down or verbally report

their reactions to a message

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A Model of Cognitive Response

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 Cognitive Response Categories

Product/Message Thoughts

Counterarguments Support arguments

Source-Oriented Thoughts

Source derogation Source bolstering

Ad Execution Thoughts

Thoughts about Affect attitude

the ad itself toward the ad
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Elaboration Likelihood Model (ELM)

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 – Peripheral route –

ability and
motivation to process
a message is high and
close attention is paid
to message content
ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues
than on message
content

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 Test Your Knowledge

The elaboration likelihood model (ELM) proposed two

routes to persuasion, the central route and the
peripheral route. With the peripheral route:
A) The message is more likely to be received
if a celebrity endorser is used
B) The message should lots 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
E) The sender is dealing with a high-
involvement buying situation

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Celebrity Endorsers Can be Peripheral Cues

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How Advertising Works

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