The Communications Process

Attractive sources are appropriate for image- related products

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 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 Three Components to every marketing message

What is the symbolic meaning of the Snuggle bear?

Images Encoded in Pictures Convey Emotions Very Powerfully

Personal Channels Communications Channels Nonpersonal Channels

Tremor Recruits Teens to Generate Word-of-Mouth

Experiential Overlap 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 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

Mass Markets Market Segments Niche Markets Small Groups Individuals Niche Markets Market Segments Mass Markets Levels of Audience Aggregation Small Groups

Models of the Response Process

Models of Obtaining Feedback 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 Scanner data Inventory POP consumer panel Scanner data 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 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

Foote, Cone & Belding Grid 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 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

Test Your Knowledge 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 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 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 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 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

Counterarguments 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 Counterarguments Affect attitude toward the ad Affect attitude toward the ad Cognitive Response Categories Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

Elaboration Likelihood Model 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 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

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