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

The Communications Process © 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

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 London on Gulf Air B)a print ad explaining a sweepstakes in which the winner will receive a car C)a print ad for Damas diamonds with a picture of a woman wearing a diamond necklace and the Damas name D)a television ad that tells you to watch a football match 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

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

Cognitive Response © 2007 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 brand Affect attitude toward the brand Cognitive Response Categories © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts