The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive sources are appropriate for image-related products © 2003 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 © 2003 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Three Components to every marketing message

What is the symbolic meaning of the Snuggle bear? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Images Encoded in Pictures Convey Emotions Very Powerfully © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Music and Symbols Readily Cross Ethnic Boundaries © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Grammar Vocabulary Inflection Facial Expression Gesture Body Language Vocabulary Grammar Inflection Gesture Facial Expression Forms of Personal Communication © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Verbal Nonverbal

Personal Channels Communications Channels © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Nonpersonal Channels Personal Selling Word of Mouth Print Media Broadcast Media

Pennzoil Creates Advertising for the Hispanic Market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Experiential Overlap © 2003 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

Mass Markets Market Segments Niche Markets Small Groups Individuals Niche Markets Market Segments Mass Markets Levels of Audience Aggregation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Small Groups

Models of the Response Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creates Awareness for a New Product © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Models of Obtaining Feedback © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Exposure, Presentation Attention Comprehension Message Acceptance/ Yielding Message Acceptance/ Yielding Retention Purchase Behavior Circulation Reach Listener, Reader, Viewer Recognition Listener, Reader, Viewer Recognition Recall, Checklists Brand Attitudes, Purchase Intent Brand Attitudes, Purchase Intent Recall Over Time Inventory, POP Consumer Panel Inventory, POP Consumer Panel Retention Recall Over Time Message Acceptance/ Yielding Message Acceptance/ Yielding Brand Attitudes, Purchase Intent Brand Attitudes, Purchase Intent Comprehension Recall, Checklists Attention Listener, Reader, Viewer Recognition Listener, Reader, Viewer Recognition Exposure, Presentation Circulation Reach Effectiveness Test Persuasion Process

Alternative Response Hierarchies © 2003 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

Clever Ads Encourage Low Involvement Learning © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Computers are high-involvement, highly differentiated products © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Foote, Cone & Belding Grid © 2003 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 © 2003 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

Foote, Cone & Belding Grid © 2003 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

Whirlpool Encourages Women to Connect With Its Appliances on an Emotional Level © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Foote, Cone & Belding Grid © 2003 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 © 2003 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

Cognitive Response © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications. Examines types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message.

A Model of Cognitive Response © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Counter Arguments Support Arguments Source Derogation Source Bolstering Thoughts About the Ad Itself Thoughts About the Ad Itself Thoughts About the Ad Itself Thoughts About the Ad Itself Source Bolstering Source Derogation Support Arguments Counter Arguments Affect Attitude Toward the Ad Affect Attitude Toward the Ad Cognitive Response Categories © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Product/Message Thoughts Source - Oriented Thoughts Ad – Execution Thoughts

Elaboration Likelihood Model © 2003 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

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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin