chap05 the communication process 2107

5
The Communication Process

McGraw-Hill/Irwin

© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.


The Communications Process
Fields of Experience

Source /
Sender

Encoding

Channel
MESSAGE

Decoding

Noise
Response Feedback Loop

Receiver /
Audience


Encoding / Decoding Symbols

• Graphic

– Pictures
– Drawings
– Charts

• Musical
– Arrangement
– Instrumentation
– Voice or chorus

• Verbal
– Spoken word
– Written word
– Song lyrics

• Animation
– Action/motion
– Pace /speed
– Shape/Form


Experiential Overlap

Different Worlds
Sender
Sender
Experience
Experience

Receiver
Receiver

Experience
Experience

Moderate Commonality
Sender
Sender
Experience
Experience

Receiver
Receiver
Experience
Experience

High Commonality
Sender
Sender
Experience
Experience

Receiver
Experience


Semiotics
Three Components of a marketing message

Object
Brand such as Marlboro

Sign or symbol
representing intended
meaning (Cowboy)

Interpretant/
intended meaning
(masculine,rugged
individualistic)


What is the symbolic meaning of the Snuggle
bear?


Two Types of Channels

• Direct (Personal)
– One-on-one
– One to group
– Team to group

• Indirect (Media)
– Paid media
– Unpaid media
– Special media


Human Communicators

• Verbal

– Vocabulary
– Grammar
– Inflection

• Nonverbal
– Gestures
– Facial expression
– Body language


Levels of Audience Aggregation
Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals


Models of the Response Process
Models
Stages

AIDA

Hierarchy of

Innovation

Information

model

effects model

adoption

Processing

Attention

Awareness

Awareness

Presentation

Cognitive

Attention
Knowledge
Interest

Affective

Interest

Linking

Comprehension
Yielding

Preference
Desire

Conviction

Evaluation

Retention

Trial
Behavioral
Action

Purchase

Adoption

Behavior


Advertising is used to make consumers
aware of new products and their features


Models of Obtaining Feedback

Persuasion Process

Effectiveness Test

Circulation reach

Exposure, presentation

Listener, reader,
Viewer recognition

Attention

Recall, checklists

Comprehension

Brand attitudes,
Purchase intent

Message acceptance/
yielding

Recall over time

Retention

Inventory, POP
Consumer panel

Purchase behavior


An Alternative Response Hierarchy

High

High

Low

Learning Model

Low Involvement
Model

Cognitive
Affective
Conative
Dissonance/
Attribution Model

Low

Perceived product
differentiation

Topical Involvement

Conative

Affective
Cognitive

Cognitive

Conative

Affective


An ad for a low involvement product


Involvement Concept
Possibleresults
results
Possible
ofinvolvement
involvement
of

Antecedentsof
of
Antecedents
involvementderived
derived
involvement
fromthe
theliterature
literature

from
Personfactors
factors
Person
Needs
--Needs
Importance
--Importance
Interest
--Interest
Values
--Values
Objector
orstimulus
stimulusfactors
factors
Object
Differentiationof
of
--Differentiation
alternatives
alternatives
Sourceof
ofcommunication
communication
--Source
Contentof
of
––Content
communication

communication
Situationalfactors
factors
Situational
-Purchase/use
-Purchase/use
-Occasion
-Occasion

Involvement
Involvement
Withadvertisements
advertisements
With
Withproducts
products
With
Withpurchase
purchasedecisions
decisions
With

ƒElicitationof
of
ƒElicitation
counterargumentsto
to
counterarguments
ads
ads

ƒEffectivenessof
ofad
adto
to
ƒEffectiveness
inducepurchase
purchase
induce
ƒRelativeimportance
importanceof
of
ƒRelative
theproduct
productclass
class
the
ƒPerceiveddifferences
differences
ƒPerceived
productattributes
attributes
ininproduct
ƒPreferenceof
ofaa
ƒPreference
particularkind
kind
particular
ƒInfluenceof
ofprice

priceon
on
ƒInfluence
brandchoice
choice
brand
ƒAmountof
ofinformation
information
ƒAmount
onsearch
search
on
ƒTimespend
spend
ƒTime
deliberatingalternatives
alternatives
deliberating
ƒTypeof
ofdecision
decisionrule
rule
ƒType
usedininchoice
choice
used


Low

Involvement

High
Involvement

Foote, Cone & Belding Grid
Thinking

Feeling

1

2

Informative

Affective

The Thinker

The Feeler

3

4

Habit
Formation

SelfSatisfaction

The Doer

The Reactor


Foote, Cone & Belding Grid
Thinking

1
Informative
High
Involvement

The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration


Foote, Cone & Belding Grid
Feeling

2

Affective
High
Involvement

The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn -do (psychological?)
Possible implications
Test:
Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact


Foote, Cone & Belding Grid
Thinking

3
Habit formation
Low
Involvement

The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:

Sales
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder


Foote, Cone & Belding Grid
Feeling

4
Self-satisfaction
Low
Involvement

The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention


Cognitive Response
¾ A method for examining consumers’
cognitive processing of advertising

messages by looking at their cognitive
responses to hearing, viewing, or
reading communications
¾ Examines types of thoughts that are
evoked by an advertising message


A Model of Cognitive Response

Exposure
Exposureto
to
advertisement
advertisement

Cognitive Responses

Attitudes

Product/message
Product/message
thoughts
thoughts

Brand
Brandattitudes
attitudes

Source-oriented
Source-oriented

thoughts
thoughts

Ad
Adexecution
execution
thoughts
thoughts

Purchase
Purchase
intention
intention

Attitude
Attitudetowards
towards
the
advertisement
the advertisement


Cognitive Response Categories
¾ Product/Message Thoughts
ƒ Counter arguments, support
arguments
¾ Source - Oriented Thoughts
ƒ Source derogation – source
bolstering
¾ Ad – Execution Thoughts

ƒ Thoughts about the ad itself
ƒ Affect attitude toward the ad
ƒ Important determinant of
advertising effectiveness


The Elaboration Likelihood Model
Focuses on the way consumers respond to
persuasive messages based on the amount and
nature of elaboration or processing of information

Routes to attitude change
¾ Central route to persuasion – ability and motivation
to process a message is high and close attention is
paid to message content
¾ 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 processing usually occurs for high
involvement products