MM222 (Advertising Management) 1853 2:30 - 3:30 PM

Chapter V&VI Presented by:

Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

CHAPTER 5: Communication Process

by: Andrie Saramosing

THE COMMUNICATION PROCESS -refers to a series of actions or steps taken in order to successfully
communicate.

TYPES OF CHANNELS

Direct channel of communication

 One to one communication- It occurs when one person speaks with or writes to another
individual
 One to group communication- one person speak to a group of listeners
 Team to group- team of the speaker or sender speak to a group of listeners.

Indirect channel of communication

 Paid media- is defined as the purchase of ad inventory on a media channel or publisher site to
broadcast your brand message and reach your target audiences.
 Unpaid media- is any marketing tactic where you don’t pay to promote.
 Special media- it could be paid or unpaid but it is still a marketing that specially made for a
certain company to advertise its product to its market through different marketing channels.

COMMUNICATION BY HUMAN

Verbal communication
-Humans communicate with their environment by means of verbal and non-verbal communication.

Nonverbal communication
-It is usually understood as the process of communication through sending and receiving wordless
(mostly visual) cues between people.
CHAPTER 5: Communication Process
by: Jirose Agsoy
Levels of Audience Aggregation
• Individuals-Who have specific needs and for whom the communication must be specifically
tailored.

• Group- A group of people who make or influence the purchase decision.

• Market Niches- Very small, well-defined groups of customers.

• Market Segments- Broader classes of buyers who have similar needs and can be reached with
similar messages.

• Mass Markets- Large numbers of present or potential customers.

MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

The Response Process

• AIDA Model -was developed to represent the stages a salesperson must take a customer
through in the personal-selling process. This model depicts the buyer as passing successively
through attention, interest, desire, and action.

• Hierarchy of Effects Model- developed by Robert Lavidge and Gary Steineras a paradigm for
setting and measuring advertising objectives.

-it assumes a consumer passes through a series of steps in sequential order from initial
awareness of a product or service to actual purchase.

• Innovation Adoption Model- Represents the stages a consumer passes through in adopting a
new product or service.

- It says potential adopters must be moved through a series of before taking some action (in this
case, deciding to adopt a new product).
-The steps preceding adoption are awareness, interest, evaluation, and trial.

• Information Processing Model- This model assumes the receiver in a persuasive

communication situation like advertising is an information processor or problem solver.

• Cognitive Stage- This stage represents what the receiver knows or perceives about the
particular product or brand.

 Affective Stage- Refers to the receiver’s feelings or affect level (like or dislike) for the particular
brand.

• Conative or Behavioral Stage- Refers to the consumer’s action toward the brand.

Alternative Response Hierarchies

• The Standard Learning Hierarchy- Which consists of a learn → feel → do sequence, where the
consumer will go through the response process in the sequence depicted by the traditional
communication models.

- The consumer is viewed as an active participant in the communication process who gathers
information through active learning.

• The Dissonance/Attribution Hierarchy-where consumers first behave, then develop attitudes or

feelings as a result of that behavior, and then learn or process information that supports the
behavior, or the do →feel →learn sequence.
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

- occurs in situations where consumers must choose between two alternatives that are similar in
quality but are complex and may have hidden or unknown attributes.

• The Low-Involvement Hierarchy- In which the receiver is viewed as passing from cognition to
behavior to attitude change, or the learn→ do → feel sequence.

- the consumer engages in passive learning and random information catching rather than active
information seeking.

Understanding Involvement
Involvement is viewed as a variable that can help explain how consumers process advertising
information and how this information might affect message recipients.

The FCB Planning Model

 Is developed Richard Vaughn of the Foote, Cone & Belding advertising agency together with his
associates.

 Based on traditional response theories such as the hierarchy of effects model and its variants and
research on high and low involvement.

 thinking versus feeling processing at each involvement level by including brain specialization
theories.

 The right/left brain theory suggests the left side of the brain is more capable of rational, cognitive
thinking, while the right side is more visual and emotional and engages more in the affective
(feeling) functions.

FCB Grid’s 4 Primary Advertising Planning Strategies

• Informative Strategy- is for highly involving products and services where rational thinking and
economic considerations prevail and the standard learning hierarchy is the appropriate response
model.

• Affective Strategy- is for highly involving/feeling purchases.

• Habit Formation Strategy -is for low-involvement/thinking products with such routinized behavior
patterns that learning occurs most often after a trial purchase.

• Self- Satisfaction Strategy - is for low-involvement/feeling products where appeals to sensory

pleasures and social motives are important.

FCB grid provides a useful way for those involved in the advertising planning process, such as creative
specialists, to analyze consumer–product relationships and develop appropriate promotional strategies.

Cognitive Response- is a method for examining consumer’s cognitive processing of advertising

messages by looking at their cognitive responses to hearing, viewing, or reading communications? The
objective is to examine the types of thoughts that are evoked by an advertising message.
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

3 Basic Categories of Cognitive Responses

• Product/Message Thoughts- The product or service and/or the claims being made in the
communication.

2 Types of Response
 Counterarguments -Are thoughts the recipient has that are opposed to the position taken in the
message.
 Support Arguments- Thoughts that affirm the claims made in the message.

Source-Oriented Thoughts-the source of the communication.

2 Types of Response

 Source Derogations -negative thoughts about the spokesperson or organization making the
claims
 source bolsters-Receivers who react favorably to the source generate favorable thoughts.

Ad Execution Thoughts-the individual’s thoughts about the ad itself.

-Consumers’ feelings about the ad may be just as important as their attitudes toward the brand (if
not more so) in determining an ad’s effectiveness.

Ad Execution-related Thoughts-Reactions to ad execution factors such as the creativity of the ad, the
quality of the visual effects, colors, and voice tones.
Attitude toward the Ad-Represents the receivers’ feelings of favorability or unfavourability toward the
ad.
Chapter 6: Source, Message, and Channel Factors

By: Ricelyn Simbajon

The Persuasion Matrix

The persuasion helps the marketers to see how each controllable element of 6he communication
process interacts with the consumer’s response process. The matrix has two sets of variables.
Independent variables and Dependent variables.

 Independent variables- are the controllable components of the communication process.

 Dependent variables- are the steps a receiver goes through in being persuaded.

The numbers in the cells represents decisions that can be evaluated using the persuasion matrix
that are discussed in the next slide.
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

Promotional Planning

 Receiver/Comprehension – consideration must be given to whether the target audience can

understand and comprehend a message.

 Channel/Presentation – how effective is a particular media vehicle in reaching the target

audience.

 Message/Yielding – marketers try to create message that will lead to positive feelings towards
the products.

 Source/Attention – marketers select source that will be effective in gaining the attention of the
target audience such as celebrities, athletes, or attractive models.

Source Attributes and Receiver Processing Modes

MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

 Credibility – the extent to which the recipient sees the source as having relevant knowledge
skills or experienced and trusts the source to give unbiased, objective information.

 Internalization – the process by which a receiver adopts the position advocated by the
source because it is perceived as accurate and make it part of his or her belief system.

 Attractiveness – refers to the similarity, familiarity, and/or likeability of the source.

 Identification – the process by which an individual is motivated to seek some type of

relationship with the source and thus adopts similar beliefs, attitudes, or behaviors.

 Power – refers to the ability of the source to administer rewards or punishment to the
receiver.

 Compliance – the process by which the receiver accepts the position advocated by the
source to receive rewards or avoids punishments.

Source Credibility

Marketers recognize that expertise is extremely important and

choose spokesperson who have knowledge, skills, or experience with a particular product or in a service
area
Chapter 6: Source, Message, and Channel Factors

By: Jean Nietes

MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

 Source Attractiveness- leads to persuasion through a process of identification, whereby the

receiver is motivated to seek some type of relationship with the source and thus adopts similar
beliefs, attitudes, preferences, or behavior.

The various components of source attractiveness include similarity, familiarity, and likeability .
A brief of each characteristic follows:

 Similarity - resemblance between the source and the recipient of the message. Marketers
recognize that people are more likely to be influenced by a message coming from someone with
whom they feel a sense of similarity (e.g. similar needs, goals, interests, lifestyles).

 Familiarity – knowledge of the source through exposure. Familiarity is enhanced through

repeated or prolonged exposure.

 Likeability – affection for the source as a result of physical appearance, behavior, or other
personal traits. Consumers can admire physical appearance, talent, and/or personality even if
the source is not well known or a celebrity.

Risk of Using Celebrity

- The celebrity may overshadow the product being Endorsed.
- The celebrity may overexpose, reducing his or her credibility.
- The target audience may not be receptive to celebrity endorsers.
- The celebrity’s behavior may pose a risk to the company.

Although celebrities can be effective in gaining attention and influencing consumers, there are some
factors that must be considered before deciding to use them.  

These are:

• Overshadowing the product – advertisers should select a celebrity spokesperson who will attract
attention and enhance the sales message, but not overshadow the brand.

• Overexposure – consumers can become skeptical when a celebrity endorses too many products or
companies and becomes overexposed.
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

• Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who
matches and is well received by the advertiser’s target audience.

• Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the
company.  Researching the celebrity’s personal life and background to reduce this risk is becoming
common.

There are three stages of meaning movement:

 Stage 1 – Celebrities draw these meanings from the roles they assume in their television, movie,
military, athletic, and other careers.  Each new dramatic role brings the celebrity into contact with
a range of objects, persons, and contexts.

 Stage 2 – Celebrities bring their meanings and image into the ad and transfer them to the product
they are endorsing.

 Stage 3 – The meanings the celebrity has given to the product are transferred to the consumers.
 Source Power -A source has power when he or she can actually administer rewards and
punishments to the receiver. As a result of this power, the source may be able to induce another
person(s) to respond to the request or position he or she is advocating.

Source power depends on several factors

 Perceived control-The source must be perceived as being able to administer positive or

negative sanctions to the receiver.

 Perceived concern-The receiver’s estimate of the source’s ability to observe conformity is also
important.

 Perceived scrutiny-Power as a source characteristic is very difficult to apply in an on personal

influence situation such as advertising. An indirect way of using power is by using an individual
with an authoritative personality as a spokesperson.
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

Chapter 6: Source, Message, and Channel Factors

By: Kathleen Baobao
Message Appeal Choices
Is one of the advertiser's most important creative strategy decisions. This involves the choice of an
appropriate appeal. This has two broad categories of Message Appeals:

1. Rational- this can be very useful even with emotional subjects, helping target audiences identify
the value of a product in an indisputable way. This are typically more authentic and can create a
sense of authority around a brand. This focuses on consumer's practical, functional or utilitarian
needs. One of this is the Natural Appeal. Natural Appeal means being real and authentic can help
people connect with a message.

2. Emotional- this depends more on feelings and perceptions than logic or reason to provoke action.
This focuses on consumer's social and/or psychological needs or feelings. One of this is the Fear
Appeal. Fear Appeal- using strong visuals, ads can draw on hidden fears. Some ads draw on
personal fears, while others draw on a sense of loss.

Message Appeal Options

This are the various advertising message appeal options that can be used in an advertising message.
This are the Comparative Ads, Fear Appeals, and Humor Appeals. This three are part of the marketing
strategy in advertising the product or services.

1. Comparative Ads- in which a company's product or service is presented as superior, specifically

calling out a competitor's (inferior) product. This directly or indirectly naming competitors in an ad
and comparing one or more specific attributes. A good example of this is PepsiCo's Pepsi
Challenge Ad campaign that directly compares the taste of beverage to its competitor which is
Coca-Cola.

2. Fear Appeals- as mentioned above, it uses strong visuals. In addition, it generally describes a
strategy for motivating people to take a particular action, endorse a particular policy, or buy a
particular product, by arousing fear. This is a persuasive message that attempts to arouse fear in
order to divert behavior through the threat of impending danger or harm. It simply evokes an
emotional response of danger and arouses individuals to take steps to remove the threat.

3. Humor Appeals- this fall under emotional advertising appeal. It also evokes emotional response but
through making people laugh or feel good about a company or brand. Humor can bring relief to
what might otherwise be a mundane and expected ad. It's important to note that humor can also be
risky, so business really have to know themselves and their audience before committing to
something that could bring negative attention should there be a misunderstanding.

Pros and Cons of Using Humor-Advertisers should consider these pros and cons in their decisions
regarding the use of Humor to attract attention and gain awareness for their products. Here are the Pros
and Cons:

Pros (Advantage)
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean

 It aids attention and awareness

 May aid retention of the message
 Creates positive mood and enhances persuasion
 May aid name and simply copy registration
 May serve as a distracter, reducing counterarguing

Cons (Disadvantage)

 Does not aid persuasion in general

 May harm recall and comprehension
 May harm complex copy registration
 Does not aid source credibility
 Its not effective in bringing about sales
 May wear out faster than non-humorous ads

Self-Versus External Paced Media

- The final controllable variable of the communications process is the channel or medium used to
deliver the message to the target audience. Hence here are two broad classifications of Media.

1.Self Faced Media - Readers / Viewers process the ad at their own rate. This include print media such
as newspapers, magazines and direct mail as the internet.

2. Externally Paced Media- The transmission ratee is controlled by the medium. This include Radio and
Television.

References

https://drive.google.com/file/d/1NeIHeNBePjg_phs8smkkzcjIgtW_cQPq/view?
fbclid=IwAR2HSPnT3zgQi4AKgA8ZLQ1taVqEdob6pg6KhCOnrN5NQjLA6WjfnTZiOcw

https://shillongsultans.blogspot.com/2012/11/chapter-6-source-message-and-channel.html?
fbclid=IwAR3VNDhhSPBxTMHatgdUEGqVOQuvpDii4UWxNMh1DSedmjU65-HOMBlC_P4
MM222 (Advertising Management) 1853 2:30 - 3:30 PM
Chapter V&VI Presented by:
Topics: Communication Process & Source, Massages, Channel Factor Agsoy,Jirose
Baobao,Kathleen
Simbajon,Ricelyn
Saramosing,Andrie
Nietes,Jean