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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 message encoding
EncodingEncoding
Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Communications Channels
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth/Mouse
Print Media
Broadcast Media
Basic Model of Communication
Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success
Message characteristics
Individual sender or receiver characteristics
Social network characteristics
Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message
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Basic Model of Communication
Receiver: Person with whom the sender shares thoughts or information
Decoding: Transforming the sender’s message into thought Heavily influenced by the receiver’s field of
experience Field of experience: The experiences, perceptions,
attitudes, and values a person brings to the communication situation
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Basic Model of Communication
Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the
sender and receiver don’t overlap
Response: Receiver’s set of reactions after seeing, hearing, or reading the message
Feedback: Receiver’s response that is communicated back to the sender
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What does it mean?
AfricaDead,Bloodshed
Middle East/Asian countriesLove, sin, lust, strength
UKPower, masculinity
USASex, passion, adultery, hot, spicy, love
IndiaBlood, fertility,Ambition, desire
What does it mean?
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Australia, New Zealand, Philippines, Japan
Death, mourning
AfricaVictory, purity
IndiaCreation, rebirth, light
Men (48 Men (48 percent) said percent) said they like they like sexual ads, sexual ads, few women few women did (8 percent)did (8 percent)
Most men Most men (63 (63 percent) percent) said said sexual ads sexual ads have a have a high high stopping stopping power for power for them; them; fewer fewer women women thought thought so (28 so (28 percent). percent).
Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing
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PC, printers, cameras,appliances, cars, house
Based on suggestion / impulse buyingCell phone, tires.
You generate feelings based on the ad/ exposure. You purchase and then establish attitude.
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
Product message thoughts: Arguments/Counterarguments
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Apple vs MS https://www.youtube.com/watch?v=1jP4O7rEHQ8
Ad Execution thoughts
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E.G:John Lewis Christmas Ads
Cannon eye Ads
Beautiful Bangladesh ad
Liberation War ad