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2. Source, Message & Channel Factors

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

4. The Communications Process 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

5. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Sources and Spokespersons Source Celebrities CEOs Experts Typical persons

6. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall –Most common –Featured in 6% of ads –Enhance brand equity –Create emotional bonds –More effective with younger consumers –Athletes popular –Establish brand personality Celebrity Spokespersons

7. –CEOs Highly visible and personable Can be major asset Financial, positioning or issues management –Experts Expert in their field Authoritative figures –Typical persons Paid actors Typical, everyday people Other Spokespeople

8. Characteristics of an Effective Spokes Person Credibility Attractiveness Trustworthiness Expertise SimilarityLikability

9. 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/ Motion Pace/ Speed Shape/ Form Action/ Motion Pace/ Speed Shape/ Form

10. Message Strategies Cognitive – Mental images, understanding an interpretations of the person, objective or issue Affective – Feelings or emotions about the object, topic or idea Conative – intentions, actions or behavior

11. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Message Strategies Rational arguments or pieces of information 5 Strategies –Generic –Preemptive –Unique Selling Proposition –Hyperbole –Comparative CognitiveAffectiveConative

12. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall An ad by Bonne Bell using the unique selling proposition Unique Selling Proposition

13. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Message Strategies Resonance Emotional CognitiveAffectiveConative

14. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Cheerios ad using a resonance, affective message strategy. Message Strategies

15. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Message Strategies Action-inducing Promotional support CognitiveAffectiveConative

16. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall A Fisher Boy ad encouraging consumers to enter the contest. Message Strategies

17. Cognitive Strategies Affective Strategies Conative Strategies Strategic Alignment

18. Cognitive Strategies Affective Strategies Conative Strategies Awareness Interest Evaluation Trial Reinforcement Purchase Strategic Alignment Advocacy

19. Message Structure Recall Beginning Middle End Order of Presentation

20. Primacy Vs. Recency Effects Primacy When opposed to the desired position Minimal interest Low involvement Examples –News Release –Print Ad Recency When predisposed to the desired position High interest High involvement Example –Tech Feature Article –Blog –Whitepapers

21. Explicit Vs. Open-Ended Conclusions Explicit Conclusions Generally more easily understood and effective Low/average education Highly complex topic Low knowledge level Immediate reaction Open-Ended Conclusions Highly educated audience Highly personal issues High knowledge level Repeated exposure

22. Visual vs. Verbal Roles Visual Messages Attracts attention – stops the reader Quickly “tells” the story Illustrates abstract appeals to improve acceptance Develops recall; aids retention Verbal Messages States the value proposition Documents supporting evidence Rational appeal aids comprehension Call-to-action to drives behavior

23. Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to both Appeal to the feelings and emotions of consumers

24. Message Platform Corp Vision Corp. Value Prop. Integrated Value Drivers Campaign Message Positioning Statement Unifying Theme or Tag Line Campaign Messages – Value driver messages that directly address customer-centric demands with benefits: Integrated Value Drivers -Customer directed attribute statements capturing the company’s value Corporate Value Proposition - Sum total of the benefits promised to customers Corporate Vision - What the company wants to be Unifying Theme - A succinct, externally focused message used across all communications messages, tools and tactics. Positioning Statement – How the market should perceive the company vis-à-vis the competition

25. Message Platform Corp Vision Corp Value Prop Integrated Value Drivers Campaign Messages Positioning Statement Tag Line Campaign Messages – Providing the advanced technology knowhow and supply chain support to turn today’s most innovative ideas into the industry’s most advanced ASICs. Integrated Value Drivers – GUC provides: (a) the industry’s most complete advanced technology services, (b ) the most collaborative foundry management services, (c) sophisticated and integrated packaging and test service, (d) fastest time-to-market and time-to-volume Corporate Value Proposition The leanest most integrated advanced technology design, manufacturing management and backend services created specifically to enhance today’s ASIC business and help them overcome the technology challenges. Corporate Vision – Establish and apply our design and technology expertise to producing ASICs that make our customers technology innovators and world economic drivers. Providing Today Most Advanced ASICs Positioning Statement – GUC is the Nouveau ASIC company that systems houses, OEMs and large fabless companies turn to for their customized advanced SoC technology. GUC brings them superior design and manufacturing capabilities and flexibility unfettered by burdensome capital constraints. Message Platform

26. IMC Infrastructure Adoption ProcessMessage Framework Tactical & Media Options AwarenessCognitive InterestCognitive EvaluationAffective TrialAffective AdoptionConative ReinforcementAffective AdvocacyConative

27. Source, Message & Channel Factors

28. Message Development Process D i s c o v e rA s s e s sD e f i n e V a l i d a t e I m p l e m e n t Corporate & Regional Audits Conducted interviews with key stakeholders to uncover regional perceptions of the company and competitors. Analysis of secondary data. Research Evaluation Organized and distilled the learning from research to then inform the next stage of developing differentiated messages. Corporate Message/ Platform, Tagline & Unifying Theme Development Generated key messages in priority for each target segment and identified key value props. Customer Validation To conduct interviews to test and ensure effectiveness of messages developed. Eventual integration of corporate messages and tagline into marketing communica- tions.

29. Tagline Assets D i s t i n c t Relative to our competition the tagline must be differentiated to elevate TSMC ’ s positioning in the market C r e d i b l e The tagline must be believable and defendable through TSMC ’ s brand strengths, values and past customer successes C o m p e l l i n g It must be rationally and emotionally relevant to aspire existing and new customers S u s t a i n a b l e Must address current and future issues faced by potential and existing customers

30. Communication Channel Personal Channels Personal Selling Word of Mouth Non-personal Channels Print Media Broadcast Media

31. Channel Factors Personal Flexible Powerful Real time Flexible Powerful Real time No personal contact Geared to a large audience Static No personal contact Geared to a large audience Static Nonpersonal