The Communications Process

1
The CommunicationsProcess
2
The Communications Process
3
Models of the Response Process
4
Advertising Creates Awareness for a New Product
Click outside of the video screen to advance to
the next slide
5
Foote, Cone Belding 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
6
Foote, Cone Belding 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
7
Televisions are High Involvement Purchases
8
Foote, Cone Belding Grid
Feeling
2 Affective The Feeler Jewelry-cosmetics-fashion
goods Model Feel-learn-do (psychological?) Possi
ble implications Test Attitude
change Emotional arousal Media Large
space Image specials Creative Executional Imp
act
High Involvement
9
Whirlpool Encourages Women to Connect With Its
Appliances on an Emotional Level
Click outside of the video screen to advance to
the next slide
10
Foote, Cone Belding 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
11
Reminder Advertising Little detail needed
12
Foote, Cone Belding Grid
Feeling
4 Self-satisfaction The Reactor Cigarettes,
liquor, candy, fast food Model Do-feel-learn
(social?) Possible implications Test Sales Medi
a Billboards Newspapers Point of
Sale Creative Attention
Low Involvement
13
A Model of Cognitive Response
14
Cognitive Response Categories
Product/Message Thoughts
Support arguments
Counterarguments
Source-Oriented Thoughts
Source bolstering
Source derogation
Ad Execution Thoughts
Thoughts about the ad itself
15
Elaboration Likelihood Model
How consumers respond to persuasive messages
based on the amount and nature of elaboration or
processing of information.
16
Celebrity Endorsers Can Be Peripheral Cues