The Communications

Process
The Communications Process
Attractive sources are appropriate for image-
related products
 There are many forms of encoding

Encoding
Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed

••Song
Song ••Voices
Voices ••Shape/
Shape/
Lyrics
Lyrics Form
Form
 The Semiotic Perspective

Three Components to every marketing message

Object
Object
Brand
Brand such
such as
as
Marlboro
Marlboro

Sign
Sign oror symbol
symbol
Interpretant/
Interpretant/ representing
representing
intended
intended meaning
meaning intended
intended
(masculine,rugged
(masculine,rugged meaning
meaning
individualistic)
individualistic) (Cowboy)
(Cowboy)
What is the symbolic meaning of the
Snuggle bear?
Images Encoded in Pictures Convey
Emotions Very Powerfully
 Communications Channels

Personal
Selling
Personal
Personal
Channels
Channels
Word of
Mouth

Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media
Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

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

Receive
Receive feedback
feedback
Levels of Audience Aggregation

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals
Models of the Response Process
Models of Obtaining Feedback

Effectiveness Test Persuasion Process

Circulation
Circulation reach
reach Exposure/presentation
Exposure/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 consumer
consumer panel
panel Purchase
Purchase behavior
behavior
Scanner data
Scanner data
Alternative Response Hierarchies
Topical Involvement
High Low
Learning model Low involvement
model
Perceived product

High
Cognitive
differentiation

Cognitive
Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive
Heavy Repetition vs. Lengthy,
Detailed Messages
Foote, Cone & Belding Grid

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer The Reactor
Foote, Cone & Belding Grid

Thinking

1
Informative
The Thinker
Car-house-furnishings-new products
Involvement

Model: Learn-feel-do (economic?)

High

Possible implications
Test: Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration
Products Such as Televisions Are High
Involvement Purchases
Foote, Cone & Belding Grid

Feeling

2
Affective
The Feeler
Jewelry-cosmetics-fashion goods
Involvement

Model: Feel-learn-do
(psychological?)
High

Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact
Foote, Cone & Belding Grid

Thinking

3
Habit formation
The Doer
Food-household items
Involvement

Model: Do-learn-feel (responsive?)

Low

Possible implications
Test: Sales
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder
Foote, Cone & Belding Grid

Feeling

4
Self-satisfaction
The Reactor
Cigarettes, liquor, candy
Involvement

Model: Do-feel-learn (social?)

Low

Possible implications
Test: Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
Cognitive Response

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

Examines
Examines types
types of
of thoughts
thoughts that
that are
are evoked
evoked by
by an
an
advertising
advertising message.
message.

Consumers
Consumers write
write down
down or
or verbally
verbally report
report their
their
reactions
reactions to
to aa message.
message.
A Model of Cognitive Response
 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
Elaboration Likelihood Model

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 of
of elaboration
elaboration
or
or processing
processing of
of information
information

Routes to attitude change

Central
Central route
route to
to Peripheral
Peripheral route
route to
to
persuasion
persuasion –– ability
ability persuasion
persuasion –– ability
ability
and
and motivation
motivation to to and
and motivation
motivation toto
process
process aa message
message is is process
process aa message
message is is
high
high and
and close
close low
low and
and receiver
receiver
attention
attention is
is paid
paid to
to focuses
focuses more
more on
on
message
message content
content peripheral
peripheral cues
cues rather
rather
than
than message
message content
content