Transcript PPT chapter 04 - McGraw Hill Higher Education

Chapter 4
The communication process
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Learning objectives
1. To understand the basic elements of the
communication process and the role of
communication in marketing.
2. To examine various models of the communication
process.
3. To analyse the response processes of receivers of
marketing communication, including alternative
response hierarchies and their implications for
integrated marketing communication planning and
strategy.
4. To examine the nature of consumers’ cognitive
processing of marketing communication.
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Who
What
Cognitive
response
Communication Response
process
How
Whom
Traditional
models
AIDA
How they
work
Innovation
adoption
Elaboration
likelihood
Response
hierarchies
Alternative
models
Information
processing
Standard
learning
Central or
peripheral
Hierarchy of FX
Dissonance
attribution
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Low
involvement
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What’s the buzz?
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The nature of communication
 Communication has many diverse definitions.
 Typical definitions involve the ‘exchange of
ideas’ between a sender and a receiver.
 Marketing communication is a complex process.
 Effective communication depends on many
factors, including:
 the nature of the message
 the audience’s interpretation of it
 the environment in which it is received.
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Language and communication
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The communications process
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Source factors
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Forms of encoding
Encoding
Verbal
•Spoken
word
•Written
word
•Song
lyrics
Graphic
Musical
• Pictures
• Arrangement
• Drawings
• Instrumentation
• Charts
• Voices
• Symbols
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Animation
• Action/
motion
• Pace/speed
• Shape/form
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Louis Vuitton
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Message factors
 The message contains the information or
meaning the source intends to convey.
 Messages must be put into a transmittable form
appropriate to the channel.
 Messages communicate meaning at multiple
levels:
 literal meaning (conscious)
 symbolic meaning (subconscious).
 Marketers use individuals trained in semiotics and
cultural anthropology to understand conscious
and subconscious meanings.
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The semiotic perspective
Three components to every message
Object
(e.g. brand or
product attribute)
Interpretant
(e.g. sexy, glamorous,
individualistic)
Sign or symbol
(representing
intended meaning)
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Nicabate Valentines’ Day
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Communication channels
Personal
selling
Personal
channels
Word of
mouth
Print
media
Broadcast
media
Non-personal
channels
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Receiver/decoding factors
 The receiver is the person or persons with whom
the sender wishes to communicate.
 Decoding is the process used to understand the
message.
 Communication is heavily influenced by the
receiver’s frame of reference.
 Advertisers spend many millions of dollars
investigating the audience’s reference frames.
 Pre-testing advertisements also provide insights
into how messages may be received.
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Experiential overlap
Different frames of reference
Sender
experience
Receiver
experience
Moderate commonality
Sender
experience
Receiver
experience
High commonality
Receiver
Sender
Experience
experience
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Receiver
experience
4-16
Noise factors
Noise refers to any unplanned distortion to the
message.
Sources of noise
White noise
(signal transmission)
Situational factors
(distractions)
Clutter
(competitive messages)
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Response/feedback
 The set of receiver’s reactions after receiving a
message is known as the response.
 Response may include both non-observable
and observable actions.
 Feedback closes the loop and allows
marketers to monitor message effectiveness.
 Advertisers spend many millions of dollars
investigating the audience’s reference frames.
 Pre-testing advertisements also provide
insights into how messages may be received.
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Feedback
 Feedback refers to the receiver’s set of
reactions after being exposed to an
advertising message.
 Receiver’s responses can be observable or
non-observable
 Observable feedback
 sales, purchasing or shopping behaviour
 Non-observable feedback
 advertising/brand awareness; advertising/brand
attitude
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Feedback (cont.)
 Receiver’s responses
Purchasing behaviours
Observable
feedback
Nonobservable
feedback
Sales/enquiries
Coupon redemptions
Research-based measures
Recall/awareness
Message comprehension
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Analysing the receiver
 The marketing communication process begins
when the marketer identifies the audience that will
be the focus of the message.
 Marketing communication may be directed at
different audience levels:
 advertising—mass markets
 personal sales—individual customers
 direct response—receptive groups.
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Levels of audience aggregation
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Brand touch points
 Brand touch points refer to those occasions when
a customer (or potential customer) comes into
contact with the brand.
 Touch points planning recognises that consumers
may assume responsibility for initiating the flow of
communications.
 Mapping consumer touch-points allows marketers
to determine when and where to communicate
with the customer in an integrated manner.
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Consumer-initiated marketing
communications
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Who
What
Cognitive
response
Communication Response
process
How
Whom
Traditional
models
AIDA
How they
work
Innovation
adoption
Elaboration
likelihood
Response
hierarchies
Alternative
models
Information
processing
Standard
learning
Central or
peripheral
Hierarchy of FX
Dissonance
attribution
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Low
involvement
4-25
Models of the response process
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Models of obtaining feedback
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Information processing
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Implications of response models
 All response models see consumers as moving
through a series of stages (cognitive, conative
and affective).
 This suggests that advertisers face potential
buyers at different stages of the hierarchy.
 Each stage of the hierarchy poses different
communication challenges.
 Research may be useful to determine each
segment’s levels of awareness, liking, etc.
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Awareness
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Alternative response hierarchies
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Standard learning hierarchy
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Low-involvement hierarchy
Cognitive
(learn)
Conative
(do)
Affective
(feel)
In low-involvement situations:
 the consumer engages in passive learning and random
information catching rather than active information seeking.
 consumers do not compare the message with previously
acquired beliefs, needs or past experiences.
 the consumer’s perceptual defenses are reduced or absent
 advertising results in subtle changes to consumers’
knowledge structure.
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IMC implications for lowinvolvement products
Message exposure
(under low involvement)
Shift in cognitive
structure
Brand experience
(Positive or negative)
Purchase
Attitude formation
Advertisers of low-involvement goods use:
 repetition of product claims
 copy elements that do not require significant levels of
information processing
 simple benefits or umbrella concepts
 catchy jingles
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Foote, Cone & Belding Grid
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Foote, Cone & Belding Grid (cont.)
Thinking
High
involvement
1
Informative
The thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
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Foote, Cone & Belding Grid (cont.)
Emotional and rational connections
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Foote, Cone & Belding Grid (cont.)
Feeling
High
involvement
2
Affective
The feeler
Jewellery-cosmetics-fashion goods
Model: Feel-learn-do (psychological?)
Possible implications
Test:
Attitude change
Emotional arousal
Media:
Large space
Image specials
Creative:
Executional
Impact
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Foote, Cone & Belding Grid (cont.)
Thinking
Low
involvement
3
Habit formation
The doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Sales
Media:
Small space ads
10-second IDs
Radio; point of sale
Creative:
Reminder
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Foote, Cone & Belding Grid (cont.)
Feeling
Low
involvement
4
Self-satisfaction
The reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
Sales
Billboards
Newspapers
Point of sale
Attention
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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.
Consumers write down or verbally report their reactions to a
message.
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A model of cognitive response
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Cognitive response categories
Product/message thoughts
Counterarguments
Support arguments
Source-oriented thoughts
Source derogation
Source bolstering
Ad execution thoughts
Thoughts about
the ad itself
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Affect attitude
toward the ad
4-43
Counter arguments
• Insert Exhibit 4.10
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Who
What
Cognitive
response
Communication Response
process
How
Whom
Traditional
models
AIDA
How they
work
Innovation
adoption
Elaboration
likelihood
Response
hierarchies
Alternative
models
Information
processing
Standard
learning
Central or
peripheral
Hierarchy of FX
Dissonance
attribution
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Low
involvement
4-45
Elaboration likelihood model (ELM)
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Elaboration likelihood model (ELM)
(cont.)
Focuses on the way consumers respond to persuasive
messages based on the amount and nature of elaboration or
processing of information
Routes to attitude change
Central route
Ability and 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 and receiver
focuses more on
peripheral cues than
message content
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Celebrity endorsers as
peripheral cues
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Implications of ELM
 ELM is a model of attitude formation and change
that recognises two forms of information
processing.
 Level of consumer involvement is directly related to
information processing.
 In low-involvement situations consumers may
rely on peripheral cues rather than detailed
message arguments.
 In high-involvement situations consumers are
motivated to process detailed message arguments.
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How advertising works
Advertising input
Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Consumer
Cognition, affect, experience
Consumer behaviour
Choice, consumption,
loyalty, habit, etc.
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Summary and conclusions
 IMC planning begins with the receiver or target
audience, as marketers must understand how
the audience is likely to respond to various
sources of communication or types of
messages.
 Many different models explain consumer
information processing activities.
 There are three critical intermediate effects
between marketing communication and
purchase: cognition, affect and experience.
 Advertisers need to learn as much as possible
about their target audiences and how they
respond to marketing communications.
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