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The Communications Process

The Communications Process. The Communications Process. Attractive sources are appropriate for image-related products. Verbal. Graphic. Musical. Animation. Pictures Drawings Charts. Spoken Word Written Word Song Lyrics. Arrange-ment Instrum-entation Voices. Action/ Motion

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The Communications Process

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  1. The CommunicationsProcess

  2. The Communications Process

  3. Attractive sources are appropriate for image-related products

  4. Verbal Graphic Musical Animation • Pictures • Drawings • Charts • Spoken Word • Written Word • Song Lyrics • Arrange-ment • Instrum-entation • Voices • Action/Motion • Pace/ Speed • Shape/Form There are many forms of encoding Encoding Verbal Graphic Musical

  5. Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy) The Semiotic Perspective Three Components to every marketing message Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy)

  6. What is the symbolic meaning of the Snuggle bear?

  7. Images Encoded in Pictures Convey Emotions Very Powerfully

  8. Communications Channels Personal Channels Personal Channels Nonpersonal Channels

  9. Tremor Recruits Teens to Generate Word-of-Mouth

  10. Different Worlds Receiver Experience Sender Experience Moderate Commonality Receiver Experience Sender Experience High Commonality Receiver Experience Receiver Experience Sender Experience Experiential Overlap

  11. Test Your Knowledge Which of the following would be an example of an advertising message? A) a radio commercial telling you to why you should fly to Florida on Delta Airlines B) a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera C) a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name D) a television ad that tells you to watch the next episode of ER E) all of the above

  12. Develop a properly encoded message Develop a properly encoded message Select the appropriate channel for the target audience Select the appropriate channel for the target audience Receive feedback Successful Communication Select an appropriate source Select an appropriate source

  13. Mass Markets Mass Markets Niche Markets Niche Markets Small Groups Small Groups Individuals Levels of Audience Aggregation Market Segments Market Segments

  14. Models of the Response Process

  15. Circulation reach Exposure/presentation Exposure/presentation Listener, reader, viewer recognition Attention Attention Recall, checklists Comprehension Comprehension Brand attitudes, purchase intent Message acceptance/ yielding Message acceptance/ yielding Recall over time Retention Retention Purchase behavior Models of Obtaining Feedback Effectiveness Test Persuasion Process Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory POP consumer panel Scanner data

  16. Alternative Response Hierarchies Topical Involvement High Low Learning model Low involvement model Cognitive Affective Conative High Cognitive Conative Affective Perceived product differentiation Dissonance/ attribution model Conative Affective Cognitive Low

  17. Heavy Repetition vs. Lengthy, Detailed Messages

  18. Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

  19. Foote, Cone & Belding Grid Thinking 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 High Involvement

  20. Products Such as Televisions Are High Involvement Purchases

  21. Test Your Knowledge Marketers of _____ often must communicate with a passive, uninterested consumers who may focus more on nonmessage elements such as music, slogans, and jingles than on message content: A) employment services B) ketchup, mustard, margarine, and soy sauce C) personal computers D) x-ray machines, road building equipment, and walk-in refrigeration units E) business-to-business services such as advertising agencies

  22. Foote, Cone & Belding Grid Feeling 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 High Involvement

  23. Foote, Cone & Belding Grid Thinking 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 Low Involvement

  24. Foote, Cone & Belding Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

  25. Examines types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message. Cognitive Response A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications.

  26. A Model of Cognitive Response

  27. Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Affect attitude toward the ad Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Source-Oriented Thoughts Source derogation Source bolstering Ad Execution Thoughts Thoughts about the ad itself

  28. 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 Elaboration Likelihood Model Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information

  29. Test Your Knowledge The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion,: A) the message will be more likely received if a celebrity endorser is used B) the message should contain a lot 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 bed E) the sender is dealing with a high- involvement buying situation

  30. Celebrity Endorsers Can Be Peripheral Cues

  31. Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc. How Advertising Works Advertising Input Message content, media scheduling, repetition Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience

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