The Communications

Process

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The Communications Process
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Attractive sources are appropriate for
image-related products
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Graphic
Pictures
Drawings
Charts
Verbal
Spoken
Word
Written
Word
Song
Lyrics
Musical
Arrange-
ment
Instrum-
entation
Voices
Animation
Action/
Motion
Pace/
Speed
Shape/
Form
Verbal Graphic Musical
There are many forms of encoding
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Encoding
Object
Brand such as
Marlboro
Sign or symbol
representing
intended
meaning
(Cowboy)
Interpretant/
intended meaning
(masculine,rugged
individualistic)
Object
Brand such as
Marlboro
Sign or symbol
representing
intended
meaning
(Cowboy)
The Semiotic Perspective
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Three Components to every marketing message
What is the symbolic meaning of the
Gillette?
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Images Encoded in Pictures Convey
Emotions Very Powerfully
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Music and Symbols Readily Cross Ethnic Boundaries
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Grammar
Vocabulary
Inflection
Facial
Expression
Gesture
Body
Language
Vocabulary
Grammar
Inflection
Gesture
Facial
Expression
Forms of Personal Communication
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Verbal
Nonverbal
Personal
Channels
Personal
Channels
Communications Channels
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Nonpersonal
Channels
Personal
Selling
Word of
Mouth
Print
Media
Broadcast
Media
Pennzoil Creates Advertising for
the Hispanic Market
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Experiential Overlap
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Receiver
Experience
Sender
Experience
Different Worlds
Receiver
Experience
Sender
Experience
Moderate Commonality
Receiver
Experience
Sender
Experience
High Commonality
Receiver
Experience

Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals

Niche Markets
Market Segments
Mass Markets
Levels of Audience Aggregation
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Small Groups
Models of the Response Process
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Advertising Creates Awareness for a New Product
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Models of Obtaining Feedback
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Exposure, Presentation
Attention
Comprehension
Message Acceptance/
Yielding
Retention
Purchase Behavior
Circulation Reach
Listener, Reader,
Viewer Recognition
Recall, Checklists
Brand Attitudes,
Purchase Intent
Recall Over Time
Inventory, POP
Consumer Panel
Retention Recall Over Time
Message Acceptance/
Yielding
Brand Attitudes,
Purchase Intent
Comprehension
Recall, Checklists
Attention
Listener, Reader,
Viewer Recognition
Exposure, Presentation Circulation Reach
Effectiveness Test Persuasion Process
Alternative Response Hierarchies
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High Low
H
i
g
h

L
o
w

Topical Involvement
P
e
r
c
e
i
v
e
d

p
r
o
d
u
c
t

d
i
f
f
e
r
e
n
t
i
a
t
i
o
n

Learning Model Low Involvement
Model
Dissonance/
Attribution Model
Cognitive
Affective
Conative
Conative
Affective
Cognitive
Cognitive



Conative



Affective
Clever Ads Encourage Low
Involvement Learning
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Computers are high-involvement,
highly differentiated products
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Foote, Cone & Belding Grid
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Informative
The Thinker

3
Habit
Formation
The Doer

Thinking Feeling
L
o
w


I
n
v
o
l
v
e
m
e
n
t

2
Affective
The Feeler

4
Self-
Satisfaction
The Reactor

H
i
g
h


I
n
v
o
l
v
e
m
e
n
t

Foote, Cone & Belding Grid
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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
Thinking
H
i
g
h


I
n
v
o
l
v
e
m
e
n
t

Foote, Cone & Belding Grid
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Affective
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)

Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact
Feeling
H
i
g
h


I
n
v
o
l
v
e
m
e
n
t

Whirlpool Encourages Women to Connect
With Its Appliances on an Emotional Level
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Foote, Cone & Belding Grid
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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
Thinking
L
o
w


I
n
v
o
l
v
e
m
e
n
t

Foote, Cone & Belding Grid
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Self-satisfaction
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)

Possible implications
Test: Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
Feeling
L
o
w


I
n
v
o
l
v
e
m
e
n
t

Cognitive Response
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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.
A Model of Cognitive Response
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Counter Arguments Support Arguments
Source Derogation Source Bolstering
Thoughts About
the Ad Itself
Thoughts About
the Ad Itself
Source Bolstering Source Derogation
Support Arguments Counter Arguments
Affect Attitude
Toward the Ad
Cognitive Response Categories
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Product/Message Thoughts
Source - Oriented Thoughts
Ad Execution Thoughts
Elaboration Likelihood Model
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Focuses on the way consumers respond to persuasive
messages based on the amount and nature of elaboration
or processing of information
Peripheral route to
persuasion ability
and motivation to
process a message is
low and receiver
focuses more on
peripheral cues rather
than message content
Central route to
persuasion ability
and motivation to
process a message is
high and close
attention is paid to
message content
Routes to attitude change
Celebrity Endorsers Can Be Peripheral Cues
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Advertising Input
Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Consumer
Cognition, Affect,
Experience
Consumer Behavior
Choice, consumption,
loyalty, habit, etc.
Advertising Input
Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Consumer
Cognition, Affect,
Experience
How Advertising Works
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