WEEK 03 HO Lecture 3 Communication Theories Jan 2015

7/23/2019 WEEK 03 HO Lecture 3 Communication Theories Jan 2015

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Lecture 3

The Communication Process

Communication Theory

Schramms model of communications

Message Fidelity

The strong versus weak school of

advertising

Emerging theory

Emerging practice

Kim Roberts 2014

Communication

The task of communication is to exchangeinformation and convey meaning to others.

Talking at or to someone does not implysuccessful communication.

A receiver must receive the message that thesender intended to send for effectivecommunication.

Message rejection, misinterpretation andmisunderstanding are the opposite of effectivecommunication.

The need for Stimuli.

Approx. 90% of the stimuli that individuals

perceive comes to them as a result of sight. The remaining 10%, results from hearing.

Therefore advertising relies heavily on thesestimuli. However, because of possibledistortions in the perception of a given message,what the consumer receives may not be whatthe advertiser intended.


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Mass Communications

Multi-step communications model

Sender Message

OF

OF

R

R

R

R

R

R

R

R

R

R

OL

OL

Channel

Noise

Feedback

R

R

Categorising signs Pickton & Broderick (2005)

Type of Sign Definition Example

Icon A sign that looks like theobject or represents itvisually in a way that mostpeople would relate to.

A drawing of someone

relaxing on a beach would

signify a holiday to mostpeople

Index A sign that relates to theobject by a causalconnection

A sweaty athlete coming

into a locker room relates

to a drink: most people

relate to being thirsty after

playing sport, even though

the drink itself is not

shown.

Symbol An artificial sign which hasbeen created for thepurpose of providing

meaning

Most people are familiar

with the intertwined arrows

used to denote recyclable

materials. This conveys

an image of greenness

to the products it appears

on.


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Silent communications methods

Medium ExampleNumbers The Porsche 911there is an implication that the

car is the latest in a long series

Space An image of a man & woman standing close togetherimplies they are lovers; an image of a wide open spaceimplies freedom.

Artefacts Images of what people own imply their social status.Small gifts & free samples convey a small obligation tothe recipient.

Time Images of people in a hurry may imply success &

energy to N. Europeans & Americans. To Africans

it might convey somebody who has no time for peopleand arrogant.

Kinetics People who are walking/running imply a fit & activelifestyle; those who are gesticulating with their handsimply intellectual discussion, or argument.

Information Processing

Hierarchy of effects models: Models that describe the stagesindividuals are said to progress through in moving from initialunawareness to final action such as purchase or consumption. A

range of models or ways of describing the stages in the process.

Knowledge

Communication

Information

Cognitive

Feeling

Persuade

Reassure

Affective

Motivation

>>>>>> ActionKeep Repeating

The message

Conative

Long Term Short Term

Information Processing:

Learn, Feel, Do. COGNITIVE COMPONENT (LEARN): refers to the level of

knowledge and beliefs held by individuals about a product and/orthe beliefs about specific attributes of the offering. This represents

the learning aspect of attitude information.

AFFECTIVE COMPONENT (FEEL): By referring to the feelings held

about a productgood, bad, pleasant or unpleasantan evaluationis made of the object. This is the component that is concerned with

feelings, sentiments, moods and emotions about an object.

CONATIVE COMPONENT (DO): This is the action component of

the attitude construct and refers to the individuals disposition or

intention to behave in a certain way. Some researchers go so far tosuggest that this component refers to observable behaviour.


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Response Hierarchy Models Smith (2002)

Stage AIDA

E K Strong (1925)

Lavidge &

SteinerL & S (1961)

Adoption

EM Rogers

(1961)

DAGMAR

RH Colley (1961)

Howard &

Sheth (excerpt)H & S (1969)

Online

information

processingHofacker (2000)

Cognitive

(Learn)

Affective

(Feel)

Behaviour

(Do)

Attention

Interest

Desire

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Awareness

Interest

Evaluation

Trial

Adoption

Unawareness

Awareness

Comprehension

Conviction

Action

Attention

Comprehension

Attitude

Intention

Purchase

Exposure

Attention

Comprehension

& Perception

Yielding &

Acceptance

Retention

The Elaboration Likelihood Model ofPersuasion Model (ELM)Petty & Cacioppo 1983

Promotional

Message

An Individuals

ability & motivation

to process information

Low

High

Attitude

Change

Central route

Peripheral

route & cues

Peripheral

route & cues

From the senders perspective

Pure reason Pure passion

Systematic Emotions in pursuit of

Reasoned Fun,

Rational Fantasy

Cognitive Feelings

Appeals

Features Illicit affective responses

Practical details Convey an image

Facts Humour, shock, lifestyle,

Evaluation possible Music, Eroticism etc

Consumer processing model CRM Hedonic experiential model HEM


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Communications are effective if:

Signs are used which are common to both thesenders and the receivers fields of experience(the perceptual field)

Efforts are directed towards influencingconsumers brand related BELIEFS = enforce or change

ATTITUDES = alter or increase

EMOTIONAL REACTIONS & CHOICES

Out with the old

Hierarchy of effects models now considered

insignificant (Fill 2013)

Replaced with new frameworks and explanations

Sales- view that all advertising is aimed at shifting product

Persuasion- advertising works rationally (e.g. H of Effects)

Involvement- eliciting an emotional response

Salience- premise that advertising works by standing out

Strong versus weak school of advertising theory

In with ENGAGEMENT & ENTERTAINMENT

The Weak School of Advertising

The Awareness-trial-reinforcement-nudging (ATRN) model Ehrenberg & Barwise

To be used to maintain customerscurrent behaviour patterns

Consumers become aware of a brand, tryit (buy it) & are then exposed toreinforcement by advertising. Nudging byadvertising may prompt the consumer tobuy (repurchase).


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Weak school v Strong school of advertising

ATRN model ELM/message models

Processing

Peripheral Shallow Central

Limited attention some attention active attention

No cognitive thought high cognitive thought

Ignores adverts some attention attentive to adverts

Inertia/disinterested concerned/active

Brand salience theory Persuasion theory

Use of cues to reach evoked set Exposure: Learn feel do

? ? ?

Emotions Several researchers are convinced of the importance of ad evoked

feelings for the communications process; No instrument exists tomeasure feelings (Pelsmacker)

1998 The power of ad-likeability (consumer responses to 2 years ofTV advertisements)

Emotions are more effective than likeability

If consumers see emotions they will f eel your ad

If they feel something whilst they see the ad, they will like the ad

If they like the ad, they will like the brand

If they like you, they will buy you

Gouden, Gluon & Onderzock 1998

Why are so many advertisers regardless of perceived

risk of purchase (Cars, Crisps, Computers, Cold sorecream) using emotionalads?

Processing

modeJudgement

&

Reasoning

Persuasion

LabelRSP

Processing mode

Emotions; andimprinted archetypal

schemas

Persuasion label

ESP & ASP

Processing mode

InstinctsPersuasion label

ISP

SELLING PROPOSITIONS;

RSP= rational ESP= emotional ASP= archetypal, ISP: instinctual


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Emotionsare uncontrollableTrigger arousal appraisal values

Advertisers use emotive stimuli to appeal to emotions e.g.

Positive Negative

Hope Fear

Pride ShameLiking Contempt

Malice Hatred

Gloating Guilt

Love Anger

Curiosity Envy

Esteem Indignation

Desire Pity

Pleasure Disappointment

Anticipation of enjoyment Regret

Anxiety

BUTDo you search on-line for consumer opinion

Prior to product/service purchase?

Has eWOM helped your purchase

decision?

Does eWOM encourage you to switch

brands?

WHO IS SENDING THE MESSAGE ABOUT

A BRANDS OFFERING?The consumer or the Brand?

BRAND

SENDER

MESSAGE

AD

RECEIVER

CONSUMER

CONSUMER

SENDER

MESSAGE

OPINION

ADVICE

POSITIVE

NEGATIVE

RECEIVER

CONSUMER

BRAND

EMLOYEES

STAKEHOLDERS

2010

EMERGING PRACTICE

EMERGING THEORY?

Established theory Emerging practice


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PAID

EARNEDOWNED

Time or Space purchased on

someone elses platformAdvertising, paid search,

print, TV, and other mediums

Controlled content

on a closed platform,

events, photos, brand

pages, videos, websites,

mobile sites, brochures,

internal comms, speeches,

blogs, twitter

Free media Reportage

or editorial by journalists;shares, community

pages, WoM, eWoM,

page likes,

Engagement through

both traditional and socialmedia

Anyone

can play onan open

platform

SHARED

Networks,

groups

Discussions,

tagged viralposts,

comments,

likes,

responses to

Qs,

Sponsorships

, applicationsMonthly active

users, fans,views

POEM = practitioner led (2014

www.simplymeasured.com

www.smartinsights.com.

Documents

WEEK 03 HO Lecture 3 Communication Theories Jan 2015