Transcript 5 The Communication Process - McGraw Hill Higher Education

5
The Communication Process
McGraw-Hill/Irwin
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
Word of
Mouth
Personal
Selling
Nonpersonal
Channels
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
Receiver
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
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
Persuasion Process
Circulation reach
Exposure/ presentation
Listener, reader,
viewer recognition
Attention
Recall, checklists
Comprehension
Brand attitudes,
purchase intent
Message acceptance/
yielding
Recall over time
Retention
Inventory, POP,
scanner data
Purchase behavior
5-15
Alternative Response Hierarchies
High
Low
Perceived product
differentiation
Topical Involvement
High
Low
Learning
model
Low involvement
model
Cognitive
Affective
Conative
Cognitive
Dissonance/
attribution model
Conative
Conative
Affective
Cognitive
Affective
5-16
Dissonance/Attribution Model
5-17
Low-Involvement Products
5-18
Low
Involvement
High
Involvement
The FCB Planning Model
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
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
Ad Execution Thoughts
Thoughts about
the ad itself
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
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;
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 highinvolvement buying situation
5-26
Celebrity Endorsers Can be Peripheral Cues
5-27
How Advertising Works
5-28