1. Communication Response Models – Chapter 3

2. The Communications Process

3. Group Exercise

4. Source
Sender or source of communication is the person or organization that has information to share.
A source can be:
An individual
A nonpersonal entity

5. Message
Contains the information or meaning the source hopes to convey.
Verbal or nonverbal
Written, oral, or symbolic
Developed as a result of the encoding process.
Encoding involves putting thoughts, ideas, or information into symbolic form.

6. 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

7. Semiotics
The study of the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning.
Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication.

8. 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)
Interpretant/
intended meaning (masculine,rugged individualistic)
Sign or symbol
representing intended
meaning (Cowboy)

9. What is the symbolic meaning of the Snuggle bear?

10. Images encoded in pictures powerfully convey emotions

11. Channel
The method by which the communication travels from the source or sender to the receiver.

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

13. Receiver
The person or people with whom the sender shares thoughts or information.
Generally consumers in the target market or audience.

14. Marketing to Different Audience Groups
Mass Markets  Mass Communication
Mass Markets  Mass Communication
Market Segments  Variety of
relevant media
Market Segments  Variety of
relevant media
Niche Markets  Personal
selling or highly
targeted media
Niche Markets  Personal
selling or highly
targeted media
Small Groups  One
message and
medium
Small Groups  One
message and
medium
Individuals 
Personal
selling

15. Decoding Transforming the sender’s message back into thought.
Heavily influenced by receiver’s frame of reference or field of experience.
Effective communication more likely when parties share some common ground.

16. Noise Unplanned distortion or interference. Examples include:
Errors or problems during message’s encoding
Distortion in radio or television signal
Distractions at the point of reception

17. Response vs. Feedback Response
Receiver’s set of reactions after seeing, hearing, or reading the message.
Feedback is the part of the response communicated back to the sender.
Closes the loop in the communications flow and lets sender monitor how encoded message is being decoded and received.

18. Models of the Response Process

19. What do all of the models have in common?
Series of steps
From non-awareness to purchase
All follow same sequence:
Think Feel Do
(learn)
Cognitive Affective Conative
Think or Learn – Cognitive – what the consumer know or percieves about a brand
(includes awareness of brand and characteristics of brand)
Feel – Affective - attitude towards brand (like it or don’t)
Do – Behavioural – trial or purchase, what the consumer actually does.

20. Do consumers always follow that model?
Can you think of an example of when you followed this traditional model?
Do consumers always follow that model?
Can you think of an example of when you didn’t follow the traditional model?
Assumes all purchases are well thought out and researched, based on information

21. Alternative Response Hierarchies

22. Computers are high-involvement, highly differentiated products.

23. Clever ads encourage low involvement learning

24. Implications of Alternative Response Models
Analyze:
Communication situation for their product or service
Involvement levels and product/service differentiation
Consumers’ use of information sources and levels of experience with product or service
Likely response sequence
IMC program

25. The Cognitive Response Approach
Figure 3-7

26. Cognitive Response Categories
Product/Message Thoughts
Counter Arguments
Support Arguments
Counter Arguments
Support Arguments
Source-Oriented Thoughts
Source Derogation
Source Bolstering
Source Derogation
Source Bolstering
The Cognitive Response Approach—a commonly used method for examining consumers cognitive processing of advertising messages is through the assessment of their cognitive responses or thoughts that occur to them while reading, viewing, and/or hearing the communication. The focus of this approach, which is commonly used by academic researchers as well as practitioners, is to determine the types of thought evoked by an advertising message and how these responses relate to traditional “outcome” measures such as attitude toward the ad, brand attitudes and purchase intention. The model shown in Figure 3-7 depicts the three basic categories of cognitive responses identified by researchers and their relationship to attitude and intention constructs. These include:
Product message thoughts—counterarguments and support arguments
Source-oriented thoughts—source derogations and source bolsters
Ad execution thoughts—thoughts individuals have toward the ad itself. These thoughts can be either positive or negative and are important because they are related to attitude toward the ad which is an important determinant of advertising effectiveness.
Ad–Execution Thoughts
Thoughts About
the Ad Itself
Affect Attitude
Toward the Ad
Thoughts About
the Ad Itself