De Montfort University BA (Hons) Business and Administrative Management

Marketing Communications

L2 - Communications Process

R. Wong

Email: wwwong@cityu.edu.hk / hkeducator@gmail.com

The Nature of Communication

The communication process is complex, and often unsuccessful

Forms of Encoding

Graphic

•Pictures

•Drawings

•Charts

Verbal

•Spoken Word

•Written Word

•Song Lyrics

Musical

•Arrange-ment

• Instrum-entation

•Voices

Animation

•Action/ Motion

•Pace/ Speed

•Shape/ Form

An Image Can Convey More Than Words

What is the symbolic meaning of this Levi ad?

The Model

The Clothes

The Setting

The Statement

The Tag Line

Communication Channel

Personal Channels

Personal Selling

Word of Mouth

Nonpersonal Channels

Print Media

Broadcast Media

Marketers Embrace Buzz Marketing

http://www.kao.com/hk/essential/index.html

Field of Experience Overlap

Receiver Experience

Sender Experience

Different Worlds

Receiver Experience Sender

Experience

Moderate Commonality

Receiver Experience Sender

Experience

High Commonality Receiver

Experience

Noise

Successful Communication

Receive feedback

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual and Group Audiences

The Response Process

Obtaining Feedback

Exposure/presentation

Attention

Comprehension

Message acceptance/ yielding

Retention

Purchase behavior

Circulation reach

Listener, reader, viewer recognition

Recall, checklists

Brand attitudes, purchase intent

Recall over time

Inventory POP consumer panel

Scanner data

Effectiveness Tests Persuasion Process

Exposure/presentation

Attention

Comprehension

Message acceptance/ yielding

Retention

Alternative Response Hierarchies

High Low

Hig

h

Low

Topical Involvement

Perceiv

ed

pro

du

ct

dif

feren

tiati

on

Learning model

Low involvement model

Dissonance/ attribution model

Cognitive

Affective

Conative

Conative

Affective

Cognitive

Cognitive

Conative

Affective

Low-Involvement Products

High involvement product

The FCB Planning Model

1 Informative The Thinker

3 Habit

Formation The Doer

Thinking Feeling

Low

In

volv

em

ent

2 Affective

The Feeler

4 Self-

Satisfaction The Reactor

Hig

h

Involv

em

ent

Connecting on an Emotional Level

Philips Green marketing

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

A Model of Cognitive Response

Cognitive Response Categories

Counterarguments Support arguments

Source derogation Source bolstering

Thoughts about

the ad itself Affect attitude toward the ad

Product/Message Thoughts

Source-Oriented Thoughts

Ad Execution Thoughts

Celebrity Endorsers Can Be Peripheral Cues

Consecutive ad to generate additional response cue

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How Advertising Works

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