Lecture 2_Communications Process(1)
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De Montfort University BA (Hons) Business and Administrative Management Marketing Communications L2 - Communications Process R. Wong Email: [email protected] / [email protected]
Transcript of Lecture 2_Communications Process(1)
De Montfort University BA (Hons) Business and Administrative Management
Marketing Communications
L2 - Communications Process
R. Wong
Email: [email protected] / [email protected]
The Nature of Communication
The communication process is complex, and often unsuccessful
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
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
Personal Channels
Personal Selling
Word of Mouth
Nonpersonal Channels
Print Media
Broadcast Media
Marketers Embrace Buzz Marketing
http://www.kao.com/hk/essential/index.html
Field of Experience Overlap
Receiver Experience
Sender Experience
Different Worlds
Receiver Experience Sender
Experience
Moderate Commonality
Receiver Experience Sender
Experience
High Commonality Receiver
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
Individual and Group Audiences
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
Exposure/presentation
Attention
Comprehension
Message acceptance/ yielding
Retention
Alternative Response Hierarchies
High Low
Hig
h
Low
Topical Involvement
Perceiv
ed
pro
du
ct
dif
feren
tiati
on
Learning model
Low involvement model
Dissonance/ attribution model
Cognitive
Affective
Conative
Conative
Affective
Cognitive
Cognitive
Conative
Affective
Low-Involvement Products
High involvement product
The FCB Planning Model
1 Informative The Thinker
3 Habit
Formation The Doer
Thinking Feeling
Low
In
volv
em
ent
2 Affective
The Feeler
4 Self-
Satisfaction The Reactor
Hig
h
Involv
em
ent
Connecting on an Emotional Level
Philips Green marketing
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 itself Affect attitude toward the ad
Product/Message Thoughts
Source-Oriented Thoughts
Ad Execution Thoughts
Celebrity Endorsers Can Be Peripheral Cues
Consecutive ad to generate additional response cue
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How Advertising Works
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