Transcript Chapter05
5 The Communication Process McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Nature of Communication The communication process is complex, and often unsuccessful Source Encoding Forms of Encoding Verbal • Spoken Word • Written Word • Song Lyrics Graphic • Pictures • Drawings • Charts Musical Animation • Arrangement • Action/ Motion • Instrumentation • Pace/ Speed • Voices • Shape/ Form The Semiotic Perspective Object (brand) Interpretant (intended meaning) Sign/Symbol (image) An Image Can Convey More Than Words What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line Communication Channel Personal Channels Word of Mouth Personal Selling Nonpersonal Channels Print Media Broadcast Media Marketers Embrace Buzz Marketing Apples for Dessert Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience High Commonality Receiver Sender Experience Experience Receiver Experience Noise Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual and Group Audiences The Response Process Personal Selling, How Advertising works, New Product adoption, Influence of Advertising 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 consumer panel Scanner data Purchase behavior 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 Dissonance/Attribution Model Low-Involvement Products 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 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 Connecting on an Emotional Level 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 A Model of Cognitive Response 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 Elaboration Likelihood Model 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 Test Your Knowledge The elaboration likelihood model (ELM) states that there are 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 bed E) The sender is dealing with a highinvolvement buying situation Celebrity Endorsers Can Be Peripheral Cues How Advertising Works