The Communications Process. Attractive sources are appropriate for image- related products.
-
Upload
alannah-hubbard -
Category
Documents
-
view
215 -
download
0
Transcript of The Communications Process. Attractive sources are appropriate for image- related products.
![Page 1: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/1.jpg)
The CommunicationsProcessThe CommunicationsProcess
![Page 2: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/2.jpg)
The Communications Process
![Page 3: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/3.jpg)
Attractive sources are appropriate for image-related products
![Page 4: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/4.jpg)
GraphicGraphic
•Pictures
•Drawings
•Charts
•Pictures
•Drawings
•Charts
VerbalVerbal
•Spoken Word
•Written Word
•Song Lyrics
•Spoken Word
•Written Word
•Song Lyrics
MusicalMusical
•Arrange-ment
•Instrum-entation
•Voices
•Arrange-ment
•Instrum-entation
•Voices
AnimationAnimation
•Action/Motion
•Pace/ Speed
•Shape/Form
•Action/Motion
•Pace/ Speed
•Shape/Form
VerbalVerbal GraphicGraphic MusicalMusical
There are many forms of encoding
EncodingEncoding
![Page 5: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/5.jpg)
ObjectBrand such as
Marlboro
ObjectBrand such as
Marlboro
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Interpretant/intended meaning (masculine,rugged
individualistic)
Interpretant/intended meaning (masculine,rugged
individualistic)
ObjectBrand such as
Marlboro
ObjectBrand such as
Marlboro
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Sign or symbolrepresenting
intendedmeaning (Cowboy)
The Semiotic Perspective
Three Components to every marketing messageThree Components to every marketing message
![Page 6: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/6.jpg)
What is the symbolic meaning of the Snuggle bear?
![Page 7: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/7.jpg)
Images Encoded in Pictures Convey Emotions Very Powerfully
![Page 8: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/8.jpg)
Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Communications Channels
Nonpersonal Channels
Nonpersonal Channels
![Page 9: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/9.jpg)
Tremor Recruits Teens to Generate Word-of-Mouth
![Page 10: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/10.jpg)
Experiential Overlap
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Different WorldsDifferent Worlds
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Moderate CommonalityModerate Commonality
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
High CommonalityHigh CommonalityReceiver
Experience
![Page 11: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/11.jpg)
Test Your Knowledge
Which of the following would be an example of an advertising message?
A) a radio commercial telling you to why you should fly to Florida on Delta Airlines
B) a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera C) a print ad for DeBeers diamonds with a
picture of a woman wearing a diamond necklace and the DeBeers name
D) a television ad that tells you to watch the next episode of ER
E) all of the above
![Page 12: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/12.jpg)
Receive feedbackReceive feedback
Select the appropriate channel for the target audience
Select the appropriate channel for the target audience
Develop a properly encoded messageDevelop a properly encoded message
Select an appropriate sourceSelect an appropriate source
Select the appropriate channel for the target audience
Select the appropriate channel for the target audience
Develop a properly encoded messageDevelop a properly encoded message
Select an appropriate sourceSelect an appropriate source
Successful Communication
![Page 13: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/13.jpg)
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
Niche Markets
Market Segments
Mass Markets
Levels of Audience Aggregation
Small Groups
![Page 14: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/14.jpg)
Models of the Response Process
![Page 15: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/15.jpg)
Models of 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 consumer panel
Scanner data
Inventory POP consumer panel
Scanner data
RetentionRetentionRecall over timeRecall over time
Message acceptance/yielding
Message acceptance/yielding
Brand attitudes,purchase intentBrand attitudes,purchase intent
ComprehensionComprehensionRecall, checklistsRecall, checklists
AttentionAttentionListener, reader,viewer recognitionListener, reader,
viewer recognition
Exposure/presentationExposure/presentationCirculation reachCirculation reach
Effectiveness TestEffectiveness Test Persuasion ProcessPersuasion Process
![Page 16: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/16.jpg)
Alternative Response Hierarchies
High Low
Hig
hLo
w
Topical Involvement
Perc
eiv
ed
pro
du
ct
diff
ere
nti
ati
on
Learning model Low involvement model
Dissonance/attribution model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Cognitive
Conative
Affective
![Page 17: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/17.jpg)
Heavy Repetition vs. Lengthy, Detailed Messages
![Page 18: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/18.jpg)
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
![Page 19: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/19.jpg)
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
![Page 20: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/20.jpg)
Products Such as Televisions Are High Involvement Purchases
![Page 21: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/21.jpg)
Test Your Knowledge
Marketers of _____ often must communicate with a passive, uninterested consumers who may focus more on nonmessage elements such as music, slogans, and jingles than on message content:
A) employment services B) ketchup, mustard, margarine, and soy sauce C) personal computers D) x-ray machines, road building equipment,
and walk-in refrigeration units E) business-to-business services such as
advertising agencies
![Page 22: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/22.jpg)
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
![Page 23: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/23.jpg)
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
![Page 24: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/24.jpg)
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
![Page 25: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/25.jpg)
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 types of thoughts that are evoked by an advertising message.Examines types of 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.
![Page 26: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/26.jpg)
A Model of Cognitive Response
![Page 27: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/27.jpg)
CounterargumentsCounterarguments Support argumentsSupport arguments
Source derogationSource derogation Source bolsteringSource bolstering
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Source bolsteringSource bolsteringSource derogationSource derogation
Support argumentsSupport argumentsCounterargumentsCounterarguments
Affect attitudetoward the adAffect attitudetoward the ad
Cognitive Response Categories
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts
![Page 28: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/28.jpg)
Elaboration Likelihood Model
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 to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than 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
Central route to persuasion – ability and motivation to process a message is high and close attention is paid to 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
![Page 29: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/29.jpg)
Test Your Knowledge
The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion,:
A) the message will be more likely received if a celebrity endorser is used
B) the message should contain a lot 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 bed
E) the sender is dealing with a high-involvement buying situation
![Page 30: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/30.jpg)
Celebrity Endorsers Can Be Peripheral Cues
![Page 31: The Communications Process. Attractive sources are appropriate for image- related products.](https://reader036.fdocuments.us/reader036/viewer/2022062803/56649efb5503460f94c0e6e3/html5/thumbnails/31.jpg)
Advertising InputMessage content, media
scheduling, repetition
Advertising InputMessage content, media
scheduling, repetition
FiltersMotivation, ability,
(involvement)
FiltersMotivation, ability,
(involvement)
ConsumerCognition, affect,
experience
ConsumerCognition, affect,
experience
Consumer BehaviorChoice, consumption,
loyalty, habit, etc.
Consumer BehaviorChoice, consumption,
loyalty, habit, etc.
Advertising InputMessage content, media
scheduling, repetition
Advertising InputMessage content, media
scheduling, repetition
FiltersMotivation, ability,
(involvement)
FiltersMotivation, ability,
(involvement)
ConsumerCognition, affect,
experience
ConsumerCognition, affect,
experience
How Advertising Works