The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive sources are appropriate for image- related products © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Graphic Pictures Drawings Charts Pictures Drawings Charts Verbal Spoken Word Written Word Song Lyrics Spoken Word Written Word Song Lyrics Musical Arrange- ment Instrum- entation Voices Arrange- ment Instrum- entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical There are many forms of encoding © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Encoding

Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Sign or symbol representing intended meaning (Cowboy) Interpretant/ intended meaning (masculine,rugged individualistic) Interpretant/ intended meaning (masculine,rugged individualistic) Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Sign or symbol representing intended meaning (Cowboy) The Semiotic Perspective © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Three Components to every marketing message

What is the symbolic meaning of the Snuggle bear? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Images Encoded in Pictures Convey Emotions Very Powerfully © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Personal Channels Communications Channels © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Nonpersonal Channels Personal Selling Word of Mouth Print Media Broadcast Media

Tremor Recruits Teens to Generate Word-of-Mouth © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Experiential Overlap © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Receiver Experience Receiver Experience Sender Experience Sender Experience Different Worlds Receiver Experience Receiver Experience Sender Experience Sender Experience Moderate Commonality Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Which of the following would be an example of an advertising message? A)a radio commercial telling you to why you should fly to Florida on Delta Airlines B)a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera C)a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name D)a television ad that tells you to watch the next episode of ER E)all of the above

Receive feedback Select the appropriate channel for the target audience Develop a properly encoded message Select an appropriate source Select the appropriate channel for the target audience Develop a properly encoded message Select an appropriate source Successful Communication © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Mass Markets Market Segments Niche Markets Small Groups Individuals Niche Markets Market Segments Mass Markets Levels of Audience Aggregation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Small Groups

Models of the Response Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Alternative Response Hierarchies © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin HighLow High Low Topical Involvement Perceived product differentiation Learning modelLow involvement model Dissonance/ attribution model Cognitive Affective Conative Affective Cognitive Conative Affective

Heavy Repetition vs. Lengthy, Detailed Messages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

Foote, Cone & Belding Grid © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 High Involvement

Products Such as Televisions Are High Involvement Purchases © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketers of _____ often must communicate with a passive, uninterested consumers who may focus more on nonmessage elements such as music, slogans, and jingles than on message content: A)employment services B)ketchup, mustard, margarine, and soy sauce C)personal computers D)x-ray machines, road building equipment, and walk-in refrigeration units E)business-to-business services such as advertising agencies

Foote, Cone & Belding Grid © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2 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 High Involvement

Foote, Cone & Belding Grid © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

Foote, Cone & Belding Grid © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4 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 Low Involvement

Elaboration Likelihood Model © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion,: A)the message will be more likely received if a celebrity endorser is used B)the message should contain a lot 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 bed E)the sender is dealing with a high- involvement buying situation

Celebrity Endorsers Can Be Peripheral Cues © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Input Message content, media scheduling, repetition Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc. Consumer Behavior Choice, consumption, loyalty, habit, etc. Advertising Input Message content, media scheduling, repetition Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Consumer Cognition, affect, experience How Advertising Works © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin