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

A Model of Communication field of experience field of experience Message Source encodes decodes Receiver feedback noise Source: adapted from W. Schramm (1971) “How communication works”, in Schramm & Roberts (eds), The process and elements of mass communication

Attractive sources are appropriate for image-related products Relation to text This slide relates to material on p. 139 and Exhibit 5-2 of the text. Summary Overview The source can be an individual, such as a celebrity, or a non-personal entity such as the corporation or the organization itself. This ad is for Rolex watches and is an example of using a celebrity as the source. In this ad, Olympic skiing champion Picabo Street appears as a spokesperson for Rolex. Rolex often uses celebrities in ads for its expensive watches. Use of this slide This slide can be used to show how celebrities are often used as a source in an advertising message. Although source characteristics will be discussed in Chapter 6, this is a good opportunity to discuss how marketers must be careful in selecting a source the receiver believes is knowledgeable and trustworthy or whom the receiver finds attractive and can relate to in some manner. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive sources are appropriate for image-related products (Cont.) Omega uses tennis star Anna Kournikova as a celebrity endorser

There are many forms of encoding Verbal Spoken Word Written Word Song Lyrics Graphic Pictures Drawings Charts Musical Arrange- ment Instrum- entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical Relation to text This material relates to material on p.139 of the text, which discusses source encoding. Summary Overview This slide summarizes the various forms of encoding which is the process by which thoughts or ideas are put into a symbolic form. The sender’s goal is to encode the message is such a way that it will be understood by the receiver. The various forms by which a message can be encoded include: Verbal Graphic Musical Animation Use of this slide This slide can be used to explain the various forms by which as messages can be encoded by the sender. Many of these are used in the development of advertising messages. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Semiotic Perspective Three Components to every marketing message Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Relation to text This slide relates to material on p.140 of the text. Summary Overview The encoding process leads to the development of a message that contains information or meaning the source hopes to convey. To better understand the symbolic meaning that might be conveyed in a communication, marketing researchers have been focusing on semotics which studies the nature of meaning and asks how our reality – words, gestures, signs, products, symbols – acquire meaning. From a semiotic perspective every marketing message has three components: Object – product or brand that is the focus of the message (e.g., Marlboro) Sign or symbol – sensory imagery that represents the intended meanings of the object (Cowboy) Interpretant – intended meaning (masculine, rugged, individualistic) Use of slide This slide can be used to demonstrate the use of semiotics as a technique to develop a meaningful communications message. It can be helpful in analyzing how various aspects of the marketing program – such as advertising messages, packaging, brand names, and even the non verbal communications of sales people – are interpreted by the receivers. Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

What is the symbolic meaning of the Snuggle bear? Relation to text This slide relates to the material on p. 140, which discusses semiotics. Summary Overview This slide shows an ad for Snuggle, which is one of the leading brands of fabric softener. Lever Brothers conducted an semiotic analysis to better understand the meaning of Snuggle, the huggable teddy bear that has become a symbol for the brand. The semiologist concluded that Snuggle is a “symbol of tamed aggression” and is a perfect symbol for a fabric softener that “tames the texture of clothing.” Use of this slide This slide can be used as part of a discussion of semiotics. As noted in the text, some advertising and marketing people are skeptical about the value of semiotics. They question whether semiologists read too much into advertising messages and are overly intellectual in interpreting them. You might ask your students if they agree with the assessment of the symbolic meaning of the Snuggle bear. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Metaphors This Chinese detergent ad uses a handcuff metaphor as it urges the viewer, “Free yourself from the burden of handwash.”

Images Encoded in Pictures Convey Emotions Very Powerfully Relation to text This slide relates to material on p. 140 and Exhibit 5-3 Summary Overview This slide is an ad for Coach handbags. It is an example of a message that is conveyed primarily through images rather than words. The picture is an effective way for Coach to communicate it’s intended message of eloquent simplicity as well as classic design. Use of this slide This slide can be used to show an example of an ad where the message is conveyed through images rather than through words. For many products it is not the actual words of the message that determine it communication effectiveness but rather the impression or image the ad creates. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Communications Channels Personal Selling Personal Channels Personal Channels Word of Mouth Relation to text This slide relates to material on pp. 140-141 of the text. Summary Overview Communication channels can be broken into two types, personal and nonpersonal. Personal channels are direct, interpersonal (face-to-face) contact with individuals or groups. Sales people serve as personal channels when they deliver their sales messages. Social channels such as friends, family, and co-workers can be a powerful personal source of information through what is commonly referred to as word-of-mouth communications. Many companies are working to generate positive word-of-mouth discussions for their companies or brands. Nonpersonal channels are those that carry a message without a personal contact between sender and receiver. Nonpersonal channels are generally referred to as mass media and include various forms of print and broadcast media. Use of this slide This slide can be used to explain the communication channels of the communication process and the difference between personal and nonpersonal channels. Both can be used very effectively in advertising and promotion programs. Print Media Nonpersonal Channels Broadcast Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Communication Select an appropriate source Select an appropriate source Develop a properly encoded message Develop a properly encoded message Relation to text This slide relates to material on pp. 142-144 of the text. Summary Overview Successful communication is accomplished when the marketer selects an appropriate source, develops an effective message or appeal that is encoded properly, and then selects the channels or media that will best reach the target audience so that the message can be effectively decoded and delivered. Marketers are very interested in feedback, that part of the receiver’s response that is communicated back to the sender. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received. Use of this slide This slide can be used to discuss each step in the communication process, and the importance of feedback so that the advertiser can determine reasons for success or failure in the process, and then make adjustments . Select the appropriate channel for the target audience Select the appropriate channel for the target audience Receive feedback © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Tremor Recruits Teens to Generate Word-of-Mouth Relation to text: This slide relates to material on pp. 140-41 and the opening vignette to the chapter. Summary Overview This slide shows a page from the Tremor web site which asks teens screening questions regarding their social habits. As discussed in the opening vignette to the chapter, Tremor is a word-of-mouth marketing team assembled by consumer products giant Procter & Gamble and has more than 250,000 members. P&G looks for teens with a wide social circle to generate buzz about its products as well as other companies who pay to have their brands promoted by the Tremor network. Use of this slide This slide can be used as part of a discussion about the role of word-of-mouth or buzz marketing. The use of buzz marketing is becoming more prevalent as marketers look for alternatives to traditional media advertising to promote their products and services. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Heavy Repetition vs. Lengthy, Detailed Messages Relation to text This slide relates to material on pp. 150-151 and Exhibit 5-9 of the text. Summary Overview This ad can be used as an example of advertising for a low involvement product and the low involvement hierarchy. Advertisers of low involvement products often repeat simple product claims such as a distinctive feature or benefit. Heinz has dominated the ketchup market for years by repeatedly telling consumers that its brand is the thickest and richest and the highest quality. The company has used a variety of ad campaigns over the years; however, they have always communicated the same basic message of product quality. This ad features a young boy tossing away an off-brand ketchup bottle. The headline reads: “Must not be Heinz.” The copy at the bottom of the ad encourages consumers to insist on Heinz when they eat out. Use of this slide This slide can be used to show an example of a low involvement product advertisement. Heinz has been consistent through the years in reminding the consumer they are the best and most preferred brand of ketchup. Because it is a low involvement product, Heinz has used clever advertising emphasizing product attributes and a heavy repetition schedule for its advertising. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement Relation to text This slide relates to material on pp. 152-153 and Figure 5-6 of the text. Summary Overview This slide shown the advertising planning model developed by associates from the Foote, Cone & Belding agency. This model builds on traditional response theories such as the hierarchy of effects model and its variants and research on high and low involvement. They added the dimensions of thinking versus feeling processes at each involvement level. Their model is known as the FCB grid and delineates four primary advertising planning strategies: Informative – for highly involved purchases where rational thinking and economic considerations prevail. Affective – for highly involved/feeling purchases. These types of products should be advertised stressing psychological and emotional motives. Habit formation – for low involvement/thinking products where routine behavior patterns and learning occurs most often after purchase. Self-satisfaction – low involvement/feeling products where appeals to sensory pleasures and social motives are important Use of this slide This slide can be used as part of a discussion of the FCB grid which provides a useful way for those involved in the advertising planning process to analyze consumer /product relationships and develop appropriate promotional strategies. It is also useful in developing effective creative options such as using rational versus emotional appeals, increasing involvement levels, or even getting customers to evaluate a think-type product on the basis of feeling. 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid Thinking 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 Relation to text This slide relates to material on pp. 152-153 and Figure 5-6 of the text. Summary Overview This slide shows in detail the informative (thinker) cell of the FCB Grid which is characterized by the following: Highly involved purchases where rational thinking and economic considerations prevail A Learn feel do response sequence Product examples: car, house, furniture, and new products Possible implications Tests: recall, diagnostics Media: long copy Creative: demonstration, information Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The informative strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyze consumer/product relationships and develop appropriate promotional strategies. High Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Products Such as Televisions Are High Involvement Purchases Relation to text This slide relates to the material on pp. 152-53 of the text which discusses various types of purchase decisions and the FCB Planning Model. Summary Overview This slide shows a print ad for the Sharp Aquos liquid crystal television. Products such as LCD and plasma televisions are high involvement/thinking types of purchase decisions and consumers are likely to follow the learnfeeldo hierarchy. The copy of the ad notes how the Sharp Aquos delivers truer color, greater detail, and incredible sound quality; all of which are important attributes in the purchase of an expensive television set. Use of this slide This slide can be used as example of an ad for a high involvement/thinking product which fits into cell 1 (Informative/thinker) of the FCB grid. You might also note that the ad copy ends with a reference to the moretosee.com which is the web site that has been developed for the Sharp Aquos liquid crystal television product. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid Feeling 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 Relation to text This slide relates to material on pp. 152-153 and Figure 5-6 of the text. Summary Overview This slide shows in detail the affective (feeler) cell of the FCB Grid which is characterized by: Highly involved/feeling purchases a Feel learn do response sequence Product examples: jewelry, cosmetics, fashion products Possible implications Tests: attitude change, emotional arousal Media: image, large space Creative: impact, executional Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The affective strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyze consumer/product relationships and develop appropriate promotional strategies. High Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid Thinking 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 Relation to text This slide relates to material on pp. 152-153 and Figure 5-6 of the text. Summary Overview This slide shows in detail the habit formation (doer) cell of the FCB Grid which is characterized by the following: Low involvement/thinking purchases Do learn feel response sequence Product examples: food, household items Possible implications Tests: sales Media: small space ads, radio, POP Creative: reminder advertising Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The habit formation strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyze consumer/product relationships and develop appropriate promotional strategies. Low Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid Feeling 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 Relation to text This slide relates to material on pp. 152-153 and Figure 5-6 of the text. Summary Overview This slide shows in detail the self-satisfaction strategy (reactor) cell of the FCB Grid which is characterized by the following: Low involvement/feeling purchases Do feel learn response sequence Product examples: cigarettes, liquor, candy Possible implications Tests: sales Media: billboards, newspapers, POP Creative: attention advertising Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The self-satisfaction strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyze consumer – product relationships and develop appropriate promotional strategies. Low Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cognitive Response 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. Relation to text This slide relates to the material on pp. 155-157 of the text. Summary Overview This slide provides a definition of the cognitive response approach to examining consumers processing of advertising messages. This approach examines the type of thoughts that are evoked by an advertising message by having consumers write down or verbally report their reactions to a message. Use of this slide This slide can be used to introduce the cognitive response approach to understanding the nature of consumers’ reactions to persuasive messages. It is widely used in research by both academicians and advertising practitioners to determine the types of responses evoked by an advertising message and how these thoughts relate to attitudes toward the ad, brand attitudes, and purchase intentions. Consumers write down or verbally report their reactions to a message. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Model of Cognitive Response Relation to text This slide relates to material on pp. 155-157 of the text and Figure 5-7. Summary Overview This slide shows a model of the cognitive process and how these thoughts relate to traditional outcome measures such as brand attitude, attitude toward the ad, and purchase intentions. Cognitive responses are the thoughts that occur while reading, viewing, and/or hearing a communication. The assumption is that these thoughts reflect the recipient’s reactions and help shape ultimate acceptance or rejection. of a message. The categories of cognitive responses include: Product/message thoughts Source-oriented thoughts Ad execution thoughts Use of slide This model can be used to show how cognitive responses to an advertisement mediate outcome reactions such as brand attitudes and attitude toward the advertisement which in turn impact purchase intentions. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Counterarguments Support arguments Source-Oriented Thoughts Relation to text This slide relates to material on pp. 155-157 of the text. Summary Overview This slide shows the three basic categories of cognitive responses. These are: Product/message thoughts – directed at the product or service and/or claims being made in the communication. These types of thoughts include: Counterarguments – thoughts the recipient has that are opposed to the position taken in the message Support arguments – thoughts that affirm or support the claims made in the message Source-oriented thoughts – directed at the source of the communication and include: Source derogations – negative thoughts about the spokesperson or organization making the claims Source bolsters – favorable thoughts about the spokesperson or organization making the claims Ad execution thoughts – thoughts about the ad itself, including execution factors such as creativity, quality, colors, or voice tones. Affect/attitude toward the ad represents the receivers’ feeling of favorability or unfavorability toward the ad. Use of this slide This slide can be used to further explain the cognitive response model by providing examples of the three categories of thoughts that might occur in reaction to an advertising message. Source derogation Source bolstering Source derogation Source bolstering Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Thoughts about the ad itself © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Elaboration Likelihood Model Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information 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 Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Relation to text This slide relates to material on pp. 157-160 of the text and Figure 5-8. Summary Overview Differences in the way consumers respond to persuasive messages are addressed in the elaboration likelihood model (ELM). According to the model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message. This model recognizes two basic routes to persuasion or attitude change: Central route to persuasion – the receiver is viewed as an active participant in the communication process whose ability and motivation to attend, comprehend, and evaluate the message is high. Peripheral route to persuasion – the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Rather than evaluating the information in the message, the receiver relies on peripheral cues or cognitive shortcuts. Use of this slide This slide can be used to explain the elaboration likelihood model and discuss its use by marketers to develop communication messages. According to the model there are two basic routes to persuasion or attitude change. When central processing of an ad occurs, the consumer pays close attention to message content and scrutinizes the message arguments carefully. Thus, the ad’s ability to persuade depends on the receiver’s evaluation of the arguments presented. Under the peripheral route to persuasion, the receiver’s reaction to the message depends on how he or she evaluates peripheral cues such as the attractiveness of the source, music, or imagery. These cues might help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Celebrity Endorsers Can Be Peripheral Cues Relation to text This material relates to material on pp. 157-159 of the text which discusses the Elaboration Likelihood Model. Summary Overview This slide shows an ad for Gillette Right Guard Clear Stick and Clear Gel deodorant featuring former NBA basketball star Scottie Pippen. It contains several positive peripheral cues including the use of a popular celebrity endorser and excellent visual imagery. Gillette used Pippen as an endorser for Right Guard for a number of years when he and Michael Jordan were the star players on the Chicago Bulls basketball team that won five NBA championships during the 1990s. Use of this slide This slide can be used to show an example of an ad that might result in attitude change through a peripheral route to persuasion. The celebrity endorser and visual imagery might serve as peripheral cues and help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

How Advertising Works Advertising Input Message content, media scheduling, repetition Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Filters Motivation, ability, (involvement) Relation to text This slide relates to material on pp. 159-160 and Figure 5-9. Summary Overview This slide presents a framework for studying how advertising works that was developed by Vakratsas and Ambler following an extensive review of more than 250 articles and studies of the advertising response process. This framework is as follows: Advertising input – message content, media scheduling, repetition Filters – the message is mediated by factors such as motivation and ability Consumer – intermediate effects between advertising and purchase Cognition – the thinking dimension of a person’s response Affect – the feeling dimension of a person’s response Experience – the feedback dimension based on outcomes of the product purchasing and usage Consumer behavior – consumption, choice, loyalty, habit Use of this slide This chapter has presented the process consumers go through in responding to marketing communications from a number of different perspectives. This slide can be used to explain the framework for studying how advertising works and to summarize the different models. The various communication models provide insight into how consumers may process and respond to persuasive messages and help marketers make better decisions in planning and implementing their IMC programs. Consumer Cognition, affect, experience Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin