The Communications Process

Fields of Experience Source / Sender Encoding Channel

MESSAGE

Decoding Noise Response Feedback Loop Receiver / Audience

Human Communicators Verbal  Vocabulary  Grammar  Inflection Nonverbal  Gestures  Facial expression  Body language

Movie:

Bring it On

Product

• the sender of a message.

• Universal Studios Source

• converting a message into symbols.

• preparation of an ad Encoding

Message Channel • the medium that carries a message.

• television ad

• the intended recipient of a message.

• television viewers in a specific target market Receiver

• converting the symbols back into concepts.

• watching the television ad Decoding

• something that interferes with the communications process.

• mom’s babbling during the commercial.

Noise

• the receiver’s response to the message.

• Kelly talks some guy into taking her to

Bring It On

.

Feedback

Models of Obtaining Feedback

Effectiveness Test Persuasion Process Exposure, presentation Circulation reach, ratings Starch scores, direct observation Interpretation, objective tests Attitude scales, purchase intent scales Recall, recognition over time Inventory, POP, consumer panel Attention Comprehension Persuasion Retention/memory Purchase behavior

Traditional Response Hierarchy Models Feel (like/dislike) Learn (awareness/knowledge) Do (action) Which comes first?

Foote, Cone & Belding Grid

Thinking Feeling 1 Informative

The Thinker

2 Affective

The Feeler

3 Habit Formation

The Doer

4 Self Satisfaction

The Reactor

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

Saturn Ad

Foote, Cone & Belding Grid

Feeling 2 Affective

The Feeler

Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?)

Possible implications

Test: Attitude change Media: Emotional arousal Large space Image specials Creative: Executional Impact

Victoria’s Secret Ad

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

Trident Ad

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

Communications: 3 Influences Source Factors Message Factors  Message Structure  Message Appeal Channel Factors

Source Attributes and Receiver Processing Modes Source attribute Process

Compliance Power Identification Attractiveness Internalization Credibility

Source Power Stems from:  Perceived control  Perceived concern  Perceived scrutiny

Source Attractiveness Similarity  Resemblance between the source and recipient of the message Familiarity  Knowledge of the source through repeated or prolonged exposure Likability  Affection for the source resulting from physical appearance, behavior, or other personal traits The “Q Score”: Marketing Evaluations, Inc.

Source Credibility The extend to which the source is seen as having:  Knowledge  Skill  Expertise Expertise And the information is seen to be:  Trustworthy  Unbiased  Objective Trustworthiness

The Use of Celebrities Endorsements  The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product.

Testimonials  The celebrity, usually an expert with experience with the product, attests to its value and worth.

Placements  The brand is "placed" in a movie or TV show where it's seen by the audience and used or associated with the characters.

The Use of Celebrities Dramatizations  Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods.

Representatives  The celebrity agrees to become a spokesperson for the brand through multiple media over an extended time period.

Identification  The celebrity, usually in partnership with a producer, introduces his or her own brand using the celebrity name as the brand name.

Meaning Movement and the Endorsement Process

Objects Persons Context Role 1 Role 2 Role 3 Celebrity Celebrity

Stage 1

Product

Stage 2

Product Consumer

Stage 3

Message Factors Message Structure  Central vs. Peripheral cues  Order of presentation  Conclusion drawing  Message sidedness  Refutation  Verbal versus visual

The Elaboration Likelihood Model Exposure to marketing message High involvement with product, message or decision Low involvement with product, message or decision Strong attention focused on central, product-related features and factual information Limited attention focused on peripheral, nonproduct features and feelings Conscious thoughts about product attributes and use outcomes; high elaboration Enduring attitude change Ad A b Intentions Low or nonconscious information processing; little or no elaboration Attitude change through affective route. It is not enduring.

Message Recall and Presentation Order Beginning Middle End

Message Factors Message Appeals  Comparative  Fear appeals  Humor

Fear Appeals and Message Acceptance Facilitating effects Level of fear Resultant nonmonotonic curve Inhibiting effects

Use of Humor Aids attention and awareness    May harm complex copy recall and comprehension May aid name and simple copy registration May aid retention, if humor related to brand benefits Effects on persuasion   May aid persuasion to switch brands Creates positive mood, enhancing persuasion Does not aid source credibility Is not effective in bringing about action, sales

Channel Factors Alternative mass media Context and environment Clutter Personal vs. non-personal media

Do they have what it takes…?

Jenny Craig ad 007 Trailer Arizona Dept of Health ad EDS ad Pepsi ad Allegra ad