The Communications Process

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The CommunicationsProcess
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The Communications Process
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Attractive sources are appropriate for
image-related products
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There are many forms of encoding
Encoding
Verbal
Graphic
Musical
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The Semiotic Perspective
Three Components to every marketing message
Object Brand such as Marlboro
Object Brand such as Marlboro
Sign or symbol representing intended meaning
(Cowboy)
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What is the symbolic meaning of the Snuggle bear?
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Images Encoded in Pictures Convey Emotions Very
Powerfully
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Communications Channels
Personal Channels
Personal Channels
Nonpersonal Channels
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Tremor Recruits Teens to Generate Word-of-Mouth
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Experiential Overlap
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Test Your Knowledge
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
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Successful Communication
Select an appropriate source
Select an appropriate source
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Levels of Audience Aggregation
Market Segments
Market Segments
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Models of the Response Process
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Models of Obtaining Feedback
Effectiveness Test
Persuasion Process
Circulation reach
Listener, reader, viewer recognition
Recall, checklists
Brand attitudes, purchase intent
Recall over time
Inventory POP consumer panel Scanner data
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Alternative Response Hierarchies
Topical Involvement
High
Low
Learning model
Low involvement model
Cognitive Affective Conative
High
Cognitive Conative Affective
Perceived product differentiation
Dissonance/ attribution model
Conative Affective Cognitive
Low
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Heavy Repetition vs. Lengthy, Detailed Messages
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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
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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
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Products Such as Televisions Are High Involvement
Purchases
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Test Your Knowledge
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
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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
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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
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Foote, Cone Belding Grid
Feeling
4 Self-satisfaction The Reactor Cigarettes,
liquor, candy Model Do-feel-learn
(social?) Possible implications Test Sales Medi
a Billboards Newspapers Point of
Sale Creative Attention
Low Involvement
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Elaboration Likelihood Model
Focuses on the way consumers respond to
persuasive messages based on the amount and
nature of elaboration or processing of information
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Celebrity Endorsers Can Be Peripheral Cues