Set 11

1
The Communication Process
How does it work? (Schram)

Senders Field of Receivers Field of

Experience Experience

Channel Encoding Channel Decoding Receiver

Message Message
Feedback

Noise
Segmentation for communication
The inverted pyramid

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual & Group

Audiences
Source Celebrity
Encoding

Points to think about:

Product/Message thoughts

Source oriented thoughts

Ad execution thoughts
Encoding

Points to think about:

Product/Message thoughts

Source oriented thoughts

Ad execution thoughts
Buzz

Involving consumers

Super Bowl 2010 D-TVC

 Message Development

03
Content
Design
Different tools to add
value/ layers/ visual
symbols/ personality/
01 02
brand symbolisms
Structure
Receiver/Decoding/Response Feedback:
Field of experience overlap

Different
Sender Experience Worlds
Receiver Experience

Moderate Commonality

Receiver Experience
Sender Experience

High Commonality

Receiver Experience
Sender Experience
Communication Models: Response Hierarchy
Hierarchy of Effects
Innovation-
AIDA Model (How Advertising Communications Model
Stages (Selling Process) Works)
Adoption Model
(Influenced by advertising)
(NP Adoption)
Lavidge & Steiner

Cognitive Exposure
Awareness
Stage Attention Awareness Reception
Knowledge
Cognitive Response

Liking
Affective Interest Interest Attitude
Preference
Stage Desire Evaluation Intention
Conviction

Behaviour Trial
Action Purchase Behaviour
Stage Adoption
Communication Models: Response Hierarchy
Hierarchy of Innovation- Communications
AIDA Model
Effects Adoption Model
Stages (Selling
(How Advertising Model (Influenced by
Process)
Works) (NP Adoption) advertising)

Cognitive Exposure
Awareness
Stage Attention Awareness Reception
Knowledge
Cognitive Response
Cognitive precedes Affective
Liking
Affective
Stage
Interest
Desire
precedes
Preference Behaviour.
Interest
Evaluation
Attitude
Intention
Conviction
Each Stage Measurable.
Behaviour Trial
Action Purchase Behaviour
Stage Adoption
Alternative Response Models (Michael Ray)
Topical Involvement
Perceived Product Differentiation

High Low

High Learning Model Low Involvement Model

Active Participant Mass media driven
S Cognitive (L) Cognitive (L)
Affective (F)
Conative (D)

Low Dissonance/ Attribution Model Conative (D)

Complex Choices, attributes
Conative (D)
Affective (F)
Cognitive (L) Affective (F)
The FCB Planning Grid (Richard Vaughn)
Thinking
High Informative (Thinker)
Model: L-F-D (Financial/economic?)
Involvement Implications
Test - Recall, Diagnostics
Media- Text Heavy, Reflective
Creative- Info heavy, demo
Low Habit Formation (Doer)
Model: D-L-F (Responsive)
Involvement Implications
Test - Sales
Media- Small size, Frequent
Creative- Reminder
Feeling
Affective (Feeler)
Model: FLD (Psychological?)
Implications
Test - Attitude change, emotional arousal
Media- Image Heavy, Space
Creative- Execution impact
Self Satisfaction (Reactor)
Model: D-F-L (Social)
Implications
Test - Sales
Media- Hoardings, Newspaper, POS
Creative- Attention
The FCB Planning Grid (Richard Vaughn)
Thinking Feeling

High Informative (Thinker) Affective (Feeler)

Creative Development
Model: L-F-D (Financial/economic?) Model: FLD (Psychological?)
Involvement
● Strategise between: Rational vs Emotional
Implications Implications
Test - Recall, Diagnostics Test - Attitude change, emotional arousal
Media- Text Heavy, Reflective Media- Image Heavy, Space
Delineates and
Creative- Info helps
heavy, demo develop advertising intoimpact
Creative- Execution 4 broad
Low strategies:
Habit Formation (Doer) Self Satisfaction (Reactor)
Involvement ● Model: D-L-F (Responsive)
Informative,
Implications Affective, Habit Model: D-F-L (Social)
formation and
Implications
Self-satisfaction
Test - Sales Test - Sales
Media- Small size, Frequent Media- Hoardings, Newspaper, POS
Creative- Reminder Creative- Attention
Cognitive Response Approach
Cognitive Responses Attitudes Purchase Intent
Product/
Message/ Brand Attitudes
Thoughts

Source oriented Purchase

Exposure to Ad
thoughts (V) Intention

Ad Execution Attitude towards

thoughts (V) Advt
Elaboration Likelihood Model (Petty & Cacioppo)

Attitude formation/ Change Consumer: Active, involved,

dependent on amount and nature of motivated, high cognition - and high
elaboration result. Positive and Negative

Two routes to persuasion:

● Central Processing Consumer: Low/ no motivation, no

● Peripheral Processing engagement, peripheral cues towards
attitudes and action
How
Advertising
Works! Advertising Input
Message Content, Media Scheduling, Repetition

Filters
Motivation, Ability, Involvement

Consumer (V)
Cognition | Affect | Experience

Consumer Behaviour
Choice, Consumption, Loyalty, Habit