The CommunicationsProcess

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The Communications Process

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Attractive sources are appropriate for image-related products

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Graphic

•Pictures

•Drawings

•Charts

Verbal

•Spoken Word

•Written Word

•Song Lyrics

Musical

•Arrange-ment

•Instrum-entation

•Voices

Animation

•Action/Motion

•Pace/ Speed

•Shape/Form

Verbal Graphic Musical

There are many forms of encoding

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Encoding

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Interpretant/intended meaning (masculine,rugged

individualistic)

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

The Semiotic Perspective

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Three Components to every marketing messageThree Components to every marketing message

What is the symbolic meaning of the Snuggle bear?

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Images Encoded in Pictures Convey Emotions Very Powerfully

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Music and Symbols Readily Cross Ethnic Boundaries

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Grammar

Vocabulary

Inflection

Facial Expression

Gesture

Body Language

Vocabulary

Grammar

Inflection

Gesture

Facial Expression

Forms of Personal Communication

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Verbal

Nonverbal

Personal ChannelsPersonal Channels

Communications Channels

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Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Pennzoil Creates Advertising for the Hispanic Market

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Experiential Overlap

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ReceiverExperienceSender

Experience

Different WorldsDifferent Worlds

ReceiverExperienceSender

Experience

Moderate CommonalityModerate Commonality

ReceiverExperienceSender

Experience

High CommonalityHigh CommonalityReceiver

Experience

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Niche Markets

Market Segments

Mass Markets

Levels of Audience Aggregation

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Small Groups

Models of the Response Process

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Advertising Creates Awareness for a New Product

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Models of Obtaining Feedback

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Exposure, Presentation

Attention

Comprehension

Message Acceptance/Yielding

Retention

Purchase Behavior

Circulation Reach

Listener, Reader,Viewer Recognition

Recall, Checklists

Brand Attitudes,Purchase Intent

Recall Over Time

Inventory, POPConsumer Panel

RetentionRecall Over Time

Message Acceptance/Yielding

Brand Attitudes,Purchase Intent

ComprehensionRecall, Checklists

AttentionListener, Reader,Viewer Recognition

Exposure, PresentationCirculation Reach

Effectiveness TestEffectiveness Test Persuasion ProcessPersuasion Process

Alternative Response Hierarchies

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High Low

High

Low

Topical InvolvementPe

rcei

ved

prod

uct

diff

eren

tiat

ion

Learning Model Low Involvement Model

Dissonance/Attribution Model

CognitiveAffectiveConative

ConativeAffectiveCognitive

Cognitive

Conative

Affective

Clever Ads Encourage Low Involvement Learning

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Computers are high-involvement, highly differentiated products

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Foote, Cone & Belding Grid

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1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking FeelingLo

w In

volv

emen

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

High

In

volv

emen

t

Foote, Cone & Belding Grid

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1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

ThinkingHi

gh

Invo

lvem

ent

Foote, Cone & Belding Grid

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2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

FeelingHi

gh

Invo

lvem

ent

Whirlpool Encourages Women to Connect With Its Appliances on an Emotional Level

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Foote, Cone & Belding Grid

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3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

ThinkingLo

w In

volv

emen

t

Foote, Cone & Belding Grid

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4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

FeelingLo

w In

volv

emen

t

Cognitive Response

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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

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Counter Arguments Support Arguments

Source Derogation Source Bolstering

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Source BolsteringSource Derogation

Support ArgumentsCounter Arguments

Affect AttitudeToward the Ad

Cognitive Response Categories

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Product/Message Thoughts

Source - Oriented Thoughts

Ad – Execution Thoughts

Elaboration Likelihood Model

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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

Celebrity Endorsers Can Be Peripheral Cues

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Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

Consumer BehaviorChoice, consumption,

loyalty, habit, etc.

Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

How Advertising Works

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