The Communication Process

5

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

The Nature of Communication

The communication process is complex, and often unsuccessful

Source Encoding

Forms of Encoding

Graphic

•Pictures

•Drawings

•Charts

Verbal

•Spoken Word

•Written Word

•Song Lyrics

Musical

•Arrange-ment

• Instrum-entation

•Voices

Animation

•Action/Motion

•Pace/ Speed

•Shape/Form

The Semiotic Perspective

Object

Sign/SymbolInterpretant

An Image Can Convey More Than Words

What is the symbolic meaning of this Levi ad?

The Model

The Clothes

The Setting

The Statement

The Tag Line

Communication Channel

PersonalChannels

Personal Selling

Word of Mouth

Nonpersonal Channels

Print Media

Broadcast Media

Marketers Embrace Buzz Marketing

Apples for Dessert

Field of Experience Overlap

ReceiverExperience

SenderExperience

Different Worlds

ReceiverExperienceSender

Experience

Moderate Commonality

ReceiverExperienceSender

Experience

High CommonalityReceiver

Experience

Noise

Successful Communication

Receive feedback

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individualand GroupAudiences

The Response Process

Obtaining Feedback

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 POP consumer panel

Scanner data

Effectiveness Tests Persuasion Process

Alternative Response Hierarchies

High Low

Hig

hLow

Topical Involvement

Perceiv

ed

pro

du

ct

dif

feren

tiati

on

Learningmodel

Low involvementmodel

Dissonance/attribution model

Cognitive

Affective

Conative

Conative

Affective

Cognitive

Cognitive

Conative

Affective

Dissonance/Attribution Model

Low-Involvement Products

The FCB Planning Model

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

ent

2Affective

The Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

ent

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

Connecting on an Emotional Level

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

A Model of Cognitive Response

Cognitive Response Categories

Counterarguments Support arguments

Source derogation Source bolstering

Thoughts about

the ad itselfAffect attitudetoward the ad

Product/Message Thoughts

Source-Oriented Thoughts

Ad Execution Thoughts

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

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 receivedif 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 aremore important than the spokesperson,headline, pictures, or music bed

E) The sender is dealing with a high-involvement buying situation

Celebrity Endorsers Can Be Peripheral Cues

How Advertising Works