The Communications Process

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The Communications Process
Noise
2
Levels of Audience Aggregation
Market Segments
Individuals
3
Encoding / Decoding Symbols

• Graphic
• Pictures
• Drawings
• Charts
• Musical
• Arrangement
• Instrumentation
• Voice or chorus

• Verbal
• Spoken word
• Written word
• Song lyrics
• Animation
• Action / motion
• Pace / speed
• Shape / Form

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Human Communicators

• Verbal
• Vocabulary
• Grammar
• Inflection
• Nonverbal
• Gestures
• Facial expression
• Body language

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How to Screw up the Communications Process
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External Influences on Consumers
Subculture
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Experiential Overlap
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The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
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Consumer Behavior

• Why we do what we do

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Maslows Hierarchy of Needs
Physiological needs (hunger, thirst)
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Consumer Decision Process
Decision Process Stages
Psychological Processes
Problem Recognition
Motivation
Information Search
Perception
Alternative Evaluation
Attitude Formation
Purchase Decision
Integration
Postpurchase Evaluation
Learning
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Evaluation of Alternatives
Brand B
Brand E
Brand I
Brand F
Brand M
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How we learn attitudes

• And more importantly
• how to change them

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Consumer Attitudes

• Learned predispositions to respond toward an
  objectan individuals overall feelings toward or
  evaluation of an object.

• Consumers may hold attitudes toward
• Individuals
• Brands
• Companies
• Organizations
• Product categories
• Retailers
• Advertisements
• Media

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Advertising-Based View of Communications
Advertising Through Media
One-Way
Purchase Behavior
Attitudes
Knowledge
Preference
Conviction
Linear
Acting on Consumers
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Inverted Pyramid ofCommunications Effects
90 Awareness 70 Knowledge 40 Liking 25
Preference 20 Trial 5 Use
Cognitive
Affective
Conative
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Advertising and Movement Toward Action
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Consumer Learning Processes

• Cognitive Processes
• Intellectual evaluation comparing attributes with
  values.
• Behaviorist Learning
• Based on conditioning through association or
  reinforcement.
• Modeling Processes
• Based on emulation (copying) of respected
  examples (celebrities).

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Cognitive Learning Process
Goal
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Classical Conditioning Process
Unconditioned stimulus (waterfall)
Association develops through contiguity and
repetition
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Instrumental Conditioning Process
Behavior (consumer uses product or service)
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Reinforcement

• Positive Reinforcement
• Add stimulus to reinforce behavior.
• Negative Reinforcement
• Remove an unpleasant stimulus after behavior (to
  increase behavior) grounded until you clean your
  room.
• Punishment
• Grounded because you didnt clean your room.
• Extinction
• Behavior goes away because you dont have the
  stimulus.

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Schedules of Reinforcement
Interval
Ratio
Fixed- Interval
Fixed- Ratio
High
Variable- Ratio
Variable- Interval
Low
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What to do when you want

• Response Process Models

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Models of the Response Process
Models
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Foote, Cone Belting Grid
Thinking
Feeling
1 Informative The Thinker
2 Affective The Feeler
High Involvement
3 Habit Formation The Doer
4 Self- Satisfaction The Reactor
Low Involvement
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Foote, Cone Belting Grid
Thinking
1 Informative The Thinker Car-house-furnishings-ne
w products Model Learn-feel-do
(economic?) Possible implications Test Recall
diagnostics Media Long copy format Reflective
vehicles Creative Specific information Demonstr
ation
High Involvement
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Foote, Cone Belting Grid
Feeling
2 Affective The Feeler Jewelry-cosmetics-fashion
goods Model Feel-learn -do (psychological?) Poss
ible implications Test Attitude
change Emotional arousal Media Large
space Image specials Creative Executional Imp
act
High Involvement
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Foote, Cone Belting Grid
Thinking
3 Habit formation The Doer Food-household
items Model Do-learn-feel (responsive?) Possible
implications Test Sales Media Small space
ads 10-second IDs Radio Point of
Sale Creative Reminder
Low Involvement
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Foote, Cone Belting Grid
Feeling
4 Self-satisfaction The Reactor Cigarettes,
liquor, candy Model Do-feel-learn
(social?) Possible implications Test Sales Media
Billboards Newspapers Point of
Sale Creative Attention
Low Involvement
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• Source,
• Message and
• Channel Factors

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The Persuasion Matrix
Independent variables The Communications
Components
Source
Message
Channel
Receiver
Destination
Source
X
Message presentation
Attention
X
X
Comprehension
X
Yielding
Retention
Behavior
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Source Attributes andReceiver Processing Modes
Source attribute
Process
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The Use of Celebrities

• Endorsements
• Testimonials
• Placements
• Dramatizations
• Representatives
• Identification

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Meaning, Movement andthe Endorsement Process
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Fear Appeals and Message Acceptance
Facilitating effects
Resultant nonmonotonic curve
Acceptance
Level of fear
Rejection
Inhibiting effects
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Use of Humor

• Aids attention and awareness
• May harm recall and comprehension
• May aid name and simple copy registration
• May harm complex copy registration
• May aid retention
• Does not aid persuasion in general
• May aid persuasion to switch brands
• Creates positive mood, enhancing persuasion
• Does not aid source credibility
• Is not effective in bringing about action, sales

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Use of Humor

• UNFAVORABLE TOWARD HUMOR
• Research directors
• Direct mail, newspapers
• Corporate advertising
• Industrial products
• Goods or services of a sensitive nature
• Audiences that are
• Older
• Less educated
• Down-scale
• Female
• Semi- or Unskilled

• FAVORABLE TOWARD HUMOR
• Creative personnel
• Radio and television
• Consumer non-durables
• Business services
• Products related to the humorous ploy
• Audiences that are
• Younger
• Better educated
• Up-scale
• Male
• Professional

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Message Recall and Presentation Order
Recall
Beginning
Middle
End