Post on 24-Dec-2015
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The Communication ProcessThe Communication Process
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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
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What is the symbolic meaning of the Snuggle bear?
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Models of the Response Process
Stages
Cognitiv
e
Affective
Behavio
ral
Models
AIDA
model
Attention
Interest
Desire
Action
Hierarchy
of effects
model
Awarenes
s
Knowledg
e
Linking
Preferenc
e
Convictio
n
Purchase
Innovation
adoption
Awarenes
s
Interest
Evaluation
Trial
Adoption
Information
Processing
Presentatio
n
Attention
Comprehen
sion
Yielding
Retention
Behavior
Similarities / Differences?
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Aaker's 5 - Stagesof Brand Loyalty
Aware of Brand
Positive Att. toward Brand
Likes Brand
Prefers Brand
Friendof Brand
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Advertising is used to make consumers aware of new products and their features
Yes, but. . .
Is that what the ad is REALLY trying to do?
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Involvement Concept
Antecedents of involvement
derived from the literature
Antecedents of involvement
derived from the literaturePerson
factors - Needs - Importance - Interest - Values
Person factors - Needs - Importance - Interest - Values
Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication
Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication
Situational factors -Purchase/use -Occasion
Situational factors -Purchase/use -Occasion
Possible results of
involvement
Possible results of
involvementElicitation of counterarguments to ads
Effectiveness of ad to induce purchase
Relative importance of the product class
Perceived differences in product attributes
Preference of a particular kind
Influence of price on brand choice
Amount of information on search
Time spend deliberating alternatives
Type of decision rule used in choice
Elicitation of counterarguments to ads
Effectiveness of ad to induce purchase
Relative importance of the product class
Perceived differences in product attributes
Preference of a particular kind
Influence of price on brand choice
Amount of information on search
Time spend deliberating alternatives
Type of decision rule used in choice
Involvement
With advertisements
With products
With purchase decisions
Involvement
With advertisements
With products
With purchase decisions
Don’t look at th
is!
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The Elaboration Likelihood Model
Routes to attitude change Central route to persuasion – ability and motivation
to process a message is high and close attention is paid to message content
Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
Focuses on the way consumers respond to persuasive messages based on the amount and
nature of elaboration or processing of information
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Elaboration Likelihood Model (ELM)
E.L ContinuumLOW HIGH
Peripheral Processing Central Processing
# of Arguments
Spokesperson Effects
Music
Imagery
Category-Based Processing
Arg. Quality
Attribute-BasedProcessing
Motivation + Ability = Central Processing
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High Involvement Appeals
• Factual Information• Hard Data• Appeals to “Experts”• Example (Toshiba Laptop)
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Low Involvement Appeals
• Little or no Factual Information• Imagery• Emotional• Appeals to “Novices”• Example (Toshiba Slide)
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EXTRAIf Time!
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New Product IntroductionWith / Without Free Sampling
Free SampleRecipients(16.0%)
ControlGroup(11.4%)
Time in Months
% o
f Hou
seho
lds
Buy
ing
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Relationship betweenLevel of Fear and Persuasion
Level of Fear
Per
suas
ive
Eff
ect
Texting while driving ad.
McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
5
The Communication Process
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The Nature of Communication
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Source Encoding Using a Celebrity
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Forms of Encoding
GraphicGraphicVerbalVerbal MusicalMusical AnimationAnimation
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Message Development
ContentContent
StructureStructureDesignDesign
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An Image Can Convey More Than Words
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Communication Channels
PersonalChannelsPersonalChannels
Personal Selling
Word of Mouth
Nonpersonal Channels
Nonpersonal Channels
Print Media
Broadcast Media
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Marketers Embrace Buzz Marketing
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Apples for Dessert
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Field of Experience Overlap
ReceiverExperienceReceiver
ExperienceSender
ExperienceSender
Experience
Different Worlds
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Moderate Commonality
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
High CommonalityReceiver
Experience
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Noise in the Communications Process
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Successful Communication
Receive feedbackReceive feedback
Select an appropriate sourceSelect an appropriate source
Develop a properly encoded messageDevelop a properly encoded message
Select appropriate channel for target audienceSelect appropriate channel for target audience
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Identifying the Target Audience
Mass Markets and Audiences
Markets Segments
Niche Markets
Individual & Group
Audiences
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The Response Process
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Obtaining Feedback
Exposure/ presentationExposure/ presentation
AttentionAttention
ComprehensionComprehension
Message acceptance/yielding
Message acceptance/yielding
RetentionRetention
Purchase behaviorPurchase behavior
Circulation reachCirculation reach
Listener, reader,viewer recognitionListener, reader,
viewer recognition
Recall, checklistsRecall, checklists
Brand attitudes,purchase intentBrand attitudes,purchase intent
Recall over timeRecall over time
Inventory, POP, scanner data
Inventory, POP, scanner data
Effectiveness Tests Persuasion Process
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Alternative Response Hierarchies
High Low
Hig
hLo
w
Topical Involvement
Perc
eiv
ed
pro
du
ct
diff
ere
nti
ati
on
Learningmodel
Low involvement model
Dissonance/attribution model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Cognitive
Conative
Affective
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Dissonance/Attribution Model
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Low-Involvement Products
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The FCB Planning Model
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
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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
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LG Connects with Consumer Emotions
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Cognitive Response
A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or
reading communications
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
Examines thoughts that are evoked by an advertising message
Consumers write down or verbally report their reactions to a message
Consumers write down or verbally report their reactions to a message
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A Model of Cognitive Response
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Cognitive Response Categories
CounterargumentsCounterarguments Support argumentsSupport arguments
Source derogationSource derogation Source bolsteringSource bolstering
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Affect attitudetoward the adAffect attitudetoward the ad
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts
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Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
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
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
Central route – ability and motivation to process a message is high and close attention is paid to message content
Routes to Attitude Change
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Test Your Knowledge
The elaboration likelihood model (ELM) proposed two routes to persuasion, the central route and the peripheral route. With the peripheral route:
A) The message is more likely to be received if 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 are more important than the spokesperson, headline, pictures, or music
E) The sender is dealing with a high- involvement buying situation
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Celebrity Endorsers Can be Peripheral Cues
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How Advertising Works