5 McGraw-Hill/Irwin

The Communication Process

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The Nature of Communication 5-2

Source Encoding Using a Celebrity 5-3

Forms of Encoding Verbal Graphic Musical Animation 5-4

Message Development

Content Design Structure

5-5

An Image Can Convey More Than Words 5-6

Communication Channels

Personal Channels Nonpersonal Channels

Word of Mouth Personal Selling Print Media Broadcast Media 5-7

Marketers Embrace Buzz Marketing 5-8

Apples for Dessert 5-9

Field of Experience Overlap

Different Worlds

Sender Experience

Moderate Commonality

Sender Experience Receiver Experience Receiver Experience

High Commonality

Receiver Experience Receiver Experience 5-10

Noise in the Communications Process 5-11

Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback 5-12

Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences 5-13

The Response Process 5-14

Obtaining Feedback

Effectiveness Tests

Circulation reach Listener, reader, viewer recognition Recall, checklists

Persuasion Process

Exposure/ presentation Attention Brand attitudes, purchase intent Comprehension Message acceptance/ yielding Recall over time Inventory, POP, scanner data Retention Purchase behavior 5-15

Alternative Response Hierarchies

Topical Involvement

High Learning model Low Low involvement model Cognitive Affective Conative Cognitive Conative Dissonance/ attribution model Conative Affective Cognitive Affective 5-16

Dissonance/Attribution Model 5-17

Low-Involvement Products 5-18

The FCB Planning Model Thinking 1 Informative

The Thinker

Feeling 2 Affective

The Feeler

3 Habit Formation

The Doer

4 Self Satisfaction

The Reactor

5-19

Developing Promotional Strategies • Ad options based on the FCB grid • Rational versus emotional appeals • Increasing involvement levels • Evaluation of a think-type product on the basis of feelings 5-20

LG Connects with Consumer Emotions 5-21

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 5-22

A Model of Cognitive Response 5-23

Cognitive Response Categories

Product/Message Thoughts

Counterarguments Support arguments

Source-Oriented Thoughts

Source derogation Source bolstering Thoughts about the ad itself

Ad Execution Thoughts

Affect attitude toward the ad 5-24

Elaboration Likelihood Model (ELM)

Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

Central route

ability and Routes to Attitude Change – motivation to process a message is high and close attention is paid to message content

Peripheral route

– ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content 5-25

Test Your Knowledge The elaboration likelihood model (ELM) proposed two routes to persuasion, the central route and the peripheral route. With the peripheral route: A) The message is more likely to be received if a celebrity endorser is used B) The message should lots 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 E) The sender is dealing with a high involvement buying situation 5-26

Celebrity Endorsers Can be Peripheral Cues 5-27

How Advertising Works 5-28