Chap05 The Communication Process
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Transcript of Chap05 The Communication Process
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The Communication ProcessThe Communication Process
5
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
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Fields of Experience
The Communications Process
Response Feedback Loop
ChannelMESSAGE
Decoding Receiver /Audience
Source /Sender Encoding
NoiseNoise
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Encoding / Decoding Symbols
• Graphic– Pictures– Drawings– Charts
• Musical– Arrangement– Instrumentation– Voice or chorus
• Verbal– Spoken word– Written word– Song lyrics
• Animation– Action/motion– Pace /speed– Shape/Form
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Experiential Overlap
SenderExperience
SenderExperience
ReceiverExperienceReceiver
Experience
Different Worlds
SenderExperience
SenderExperience
ReceiverExperienceReceiver
Experience
Moderate Commonality
SenderExperience
SenderExperience
High Commonality
ReceiverExperience
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Sign or symbolrepresenting intended
meaning (Cowboy)
ObjectBrand such as Marlboro
Interpretant/intended meaning (masculine,rugged
individualistic)
Semiotics
Three Components of a marketing message
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What is the symbolic meaning of the Snuggle bear?
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Two Types of Channels
• Direct (Personal)–One-on-one–One to group–Team to group
• Indirect (Media)–Paid media–Unpaid media–Special media
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Human Communicators
• Verbal–Vocabulary–Grammar– Inflection
• Nonverbal–Gestures–Facial expression–Body language
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Levels of Audience Aggregation
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
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Models of the Response Process
Stages
Cognitive
Affective
Behavioral
ModelsAIDAmodel
Attention
Interest
Desire
Action
Hierarchy of effects model
Awareness
Knowledge
LinkingPreferenceConviction
Purchase
Innovation adoption
Awareness
Interest
Evaluation
Trial
Adoption
Information Processing
PresentationAttention
Comprehension
Yielding
Retention
Behavior
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Advertising is used to make consumers aware of new products and their features
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Models of Obtaining Feedback
Persuasion Process Effectiveness Test
Circulation reach Exposure, presentation
Listener, reader,Viewer recognition Attention
Recall, checklists Comprehension
Brand attitudes,Purchase intent
Message acceptance/yielding
Recall over time Retention
Inventory, POPConsumer panel Purchase behavior
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An Alternative Response Hierarchy
High Low
Hig
hLo
w
Learning Model
Topical Involvement
Perc
eive
d pr
oduc
tdi
ffere
ntia
tion
Low InvolvementModel
Dissonance/Attribution Model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Cognitive
Conative
Affective
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An ad for a low involvement product
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Involvement Concept
Antecedents of involvement derived from the literature
Antecedents of involvement derived from the literature
Person factors - Needs - Importance - Interest - Values
Person factors - Needs - Importance - Interest - Values
Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication
Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication
Situational factors -Purchase/use -Occasion
Situational factors -Purchase/use -Occasion
Possible results of involvement
Possible results of involvement
Elicitation of counterarguments to ads
Effectiveness of ad to induce purchase
Relative importance of the product class
Perceived differences in product attributes
Preference of a particular kind
Influence of price on brand choice
Amount of information on search
Time spend deliberating alternatives
Type of decision rule used in choice
Elicitation of counterarguments to ads
Effectiveness of ad to induce purchase
Relative importance of the product class
Perceived differences in product attributes
Preference of a particular kind
Influence of price on brand choice
Amount of information on search
Time spend deliberating alternatives
Type of decision rule used in choice
Involvement
With advertisements
With products
With purchase decisions
Involvement
With advertisements
With products
With purchase decisions
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Foote, Cone & Belding Grid
1InformativeThe Thinker
2AffectiveThe Feeler
3Habit
FormationThe Doer
4Self-
SatisfactionThe Reactor
Thinking Feeling
Hig
hIn
volv
emen
tLo
wIn
volv
emen
t
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Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
hIn
volv
emen
t
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Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn -do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
hIn
volv
emen
t
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Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
Invo
lvem
ent
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Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
Invo
lvem
ent
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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 types of thoughts that are evoked by an advertising message
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A Model of Cognitive Response
Exposure to advertisement
Exposure to advertisement
Source-oriented thoughts
Source-oriented thoughts
Ad execution thoughts
Ad execution thoughts
Product/message thoughts
Product/message thoughts
Attitude towards the advertisement
Attitude towards the advertisement
Brand attitudesBrand attitudes
Purchase intention
Purchase intention
Cognitive Responses Attitudes
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Cognitive Response Categories
Product/Message ThoughtsCounter arguments, support arguments
Source - Oriented ThoughtsSource derogation – source bolstering
Ad – Execution ThoughtsThoughts about the ad itselfAffect attitude toward the adImportant determinant of advertising effectiveness
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The Elaboration Likelihood Model
Routes to attitude changeCentral 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
Focuses on the way consumers respond to persuasive messages based on the amount and
nature of elaboration or processing of information
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Central processing usually occurs for high involvement products
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An ad using peripheral cues
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A framework for studying how advertising works
Advertising InputMessage Content, media
scheduling, repetition
Advertising InputMessage Content, media
scheduling, repetition
FiltersMotivation, ability (involvement)
Consumer
Cognition Affect Experience
Consumer BehaviorChoice, consumption, loyalty,
habit, etc.
FiltersMotivation, ability (involvement)
FiltersMotivation, ability (involvement)
Consumer
Cognition Affect Experience
Consumer
Cognition Affect Experience
Consumer BehaviorChoice, consumption, loyalty,
habit, etc.
Consumer BehaviorChoice, consumption, loyalty,
habit, etc.