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The Communications Process

The Communications Process. The Communications Process. Models of the Response Process. Advertising Creates Awareness for a New Product. *Click outside of the video screen to advance to the next slide. Foote, Cone & Belding Grid. Thinking. Feeling. 1 Informative The Thinker. 2

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The Communications Process

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  1. The CommunicationsProcess

  2. The Communications Process

  3. Models of the Response Process

  4. Advertising Creates Awareness for a New Product *Click outside of the video screen to advance to the next slide

  5. 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

  6. 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

  7. Televisions are High Involvement Purchases

  8. 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

  9. Whirlpool Encourages Women to Connect With Its Appliances on an Emotional Level *Click outside of the video screen to advance to the next slide

  10. 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

  11. Reminder Advertising: Little detail needed

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

  13. A Model of Cognitive Response

  14. 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

  15. Routes to attitude change Central route to persuasion – abilityand motivation to process a message is high and close attention is paid to message content Peripheral route to persuasion – ability or motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Elaboration Likelihood Model How consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.

  16. Celebrity Endorsers Can Be Peripheral Cues

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