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Belch Chapter 5: The Communication Process
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The CommunicationsProcessThe CommunicationsProcess
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Communications Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attractive sources are appropriate for image-related products
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
EncodingEncoding
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Three Components to every marketing messageThree Components to every marketing message
What is the symbolic meaning of the Snuggle bear?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Images Encoded in Pictures Convey Emotions Very Powerfully
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Communications Channels
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth
Print Media
Broadcast Media
Tremor Recruits Teens to Generate Word-of-Mouth
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Experiential Overlap
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Different WorldsDifferent Worlds
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
Moderate CommonalityModerate Commonality
ReceiverExperienceReceiver
ExperienceSenderExperience
SenderExperience
High CommonalityHigh CommonalityReceiver
Experience
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Mass Markets
Market Segments
Niche Markets
Small Groups
Individuals
Niche Markets
Market Segments
Mass Markets
Levels of Audience Aggregation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Small Groups
Models of the Response Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Models of Obtaining Feedback
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Alternative Response Hierarchies
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Heavy Repetition vs. Lengthy, Detailed Messages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Foote, Cone & Belding Grid
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
Foote, Cone & Belding Grid
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Products Such as Televisions Are High Involvement Purchases
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Foote, Cone & Belding Grid
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Foote, Cone & Belding Grid
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Foote, Cone & Belding Grid
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Cognitive Response
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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.
A Model of Cognitive Response
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad Execution ThoughtsAd Execution Thoughts
Elaboration Likelihood Model
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Celebrity Endorsers Can Be Peripheral Cues
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin