Copyright © 2012 McGraw-Hill Companies, Inc.

, All right reversed

5

The Communication Process

The Nature of Communication

5-2
Source Encoding Using a Celebrity

5-3
 Forms of Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

5-4
Message Development

Content
Content

Design
Design Structure
Structure

5-5
An Image Can Convey More Than Words

5-6
 Communication Channels

Personal
Personal Nonpersonal
Nonpersonal
Channels
Channels Channels
Channels

Word of Personal Print Broadcast

Mouth Selling Media Media

5-7
Marketers Embrace Buzz Marketing

5-8
Apples for Dessert

5-9
 Field of Experience Overlap

Different Worlds

Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

Moderate Commonality
Receiver
Receiver
Sender
Sender Experience
Experience
Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience
5-10
Noise in the Communications Process

5-11
 Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select appropriate
appropriate channel
channel for
for target
target audience
audience

Receive
Receive feedback
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
Circulation reach
reach Exposure/
Exposure/ presentation
presentation

Listener,
Listener, reader,
reader,
viewer Attention
Attention
viewer recognition
recognition

Recall,
Recall, checklists
checklists Comprehension
Comprehension

Brand
Brand attitudes,
attitudes, Message
Message acceptance/
acceptance/
purchase
purchase intent
intent yielding
yielding

Recall
Recall over
over time
time Retention
Retention

Inventory,
Inventory, POP,
POP,
scanner
scanner data
data Purchase
Purchase behavior
behavior
5-15
Alternative Response Hierarchies

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

High
differentiation

Cognitive Cognitive
Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive

5-16
Dissonance/Attribution Model

5-17
Low-Involvement Products

5-18
 The FCB Planning Model

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer 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

AA method
method for
for examining
examining consumers’
consumers’ cognitive
cognitive
processing
processing ofof advertising
advertising messages
messages by
by looking
looking at
at
their
their cognitive
cognitive responses
responses to
to hearing,
hearing, viewing,
viewing, or
or
reading
reading communications
communications

Examines
Examines thoughts
thoughts that
that are
are evoked
evoked
by
by an
an advertising
advertising message
message

Consumers
Consumers write
write down
down oror verbally
verbally report
report
their
their reactions
reactions to
to aa message
message

5-22
A Model of Cognitive Response

5-23
 Cognitive Response Categories

Product/Message
Product/Message Thoughts
Thoughts

Counterarguments
Counterarguments Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts

Source
Source derogation
derogation Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts
Thoughts
Thoughts about
about Affect
Affect attitude
attitude
the
the ad
ad itself
itself toward
toward the
the ad
ad
5-24
Elaboration Likelihood Model (ELM)

Focuses
Focuses on
on the
the way
way consumers
consumers respond
respond to
to persuasive
persuasive
messages,
messages, based
based onon the
the amount
amount and
and nature
nature ofof elaboration
elaboration
or
or processing
processing of
of information
information

Routes to Attitude Change

Central
Central route
route –– Peripheral
Peripheral route
route ––
ability
ability and
and ability
ability and
and
motivation
motivation toto process
process motivation
motivation toto process
process
aa message
message isis high
high and
and aa message
message isis low;
low;
close
close attention
attention is
is paid
paid receiver
receiver focuses
focuses more
more
to
to message
message content
content on
on peripheral
peripheral cues
cues
than
than on
on message
message
content
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 high-
involvement buying situation

5-26
Celebrity Endorsers Can be Peripheral Cues

5-27
How Advertising Works

5-28