1. The Communication Process 5 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. The Nature of Communication The communication process is complex, and often unsuccessful

3. Source EncodingEncoding

4. Forms of Encoding 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/ MotionAction Pace/ Speed Shape/ Form Action/ MotionAction Pace/ Speed Shape/ Form

5. The Semiotic PerspectivePerspective Object Sign/Symbol Interpretant

6. An Image Can Convey More Than Words

7. What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line

8. Communication ChannelChannel Personal Channels Personal Selling Word of Mouth Nonpersonal Channels Print Media Broadcast Media

9. Marketers Embrace Buzz MarketingBuzz

10. Apples for Dessert

11. Field of Experience 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

12. Noise

13. Successful Communication Receive feedback Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience

14. Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual and Group Audiences

15. The Response Process

16. 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 Effectiveness TestsPersuasion Process

17. Alternative Response Hierarchies HighLow High Low Topical Involvement Perceived product differentiation Learning model Low involvement model Dissonance/ attribution model Cognitive Affective Conative Affective Cognitive Conative Affective

18. Dissonance/Attribution Model

19. Low-Involvement Products

20. The FCB Planning Model 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

21. Developing Promotional Strategies Ad options based on the FCB grid –Rational versus emotional appeals –Increasing involvement levels –Evaluation of a think-type product on the basis of feelings

22. Connecting on an Emotional Level

23. 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 thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message

24. A Model of Cognitive ResponseModelofCognitiveResponse

25. Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Affect attitude toward the ad Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

26. 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 – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Central route – ability and motivation to process a message is high and close attention is paid to message content Routes to attitude change

27. Test Your Knowledge The elaboration likelihood model (ELM) states that there are two routes to persuasion, the central route and the peripheral route. With the peripheral route: A) The message is more likely to be received if a celebrity endorser is used B) The message should lots 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

28. Celebrity Endorsers Can Be Peripheral Cues

29. How Advertising Works