Communication

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• Communication

If the truth isnt tellable, fix it so it
is. John E. Powers
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The Communications Process
Noise
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Human Communicators

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

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Product
MovieBring it On
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Source
the sender of a message.
UniversalStudios
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Encoding
converting a message into symbols.
preparation of an ad
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Message Channel
the medium that carries a message.
television ad
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Receiver
the intended recipient of a message.
televisionviewers in a specific target market
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Decoding
converting the symbols back into concepts.
watching the television ad
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Noise
something that interferes with the
communications process.
moms babbling during the commercial.
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Feedback
the receivers response to the message.
Kelly talks some guy into taking her to Bring
It On.
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Models of Obtaining Feedback
Effectiveness Test
Persuasion Process
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Traditional Response Hierarchy Models
Learn (awareness/knowledge)
Feel (like/dislike)
Do (action)
Which comes first?
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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
Saturn Ad
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Foote, Cone Belding 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
Victorias Secret Ad
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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
Trident Ad
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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 Media
Billboards Newspapers Point of
Sale Creative Attention
Low Involvement
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Communications 3 Influences

• Source Factors
• Message Factors
• Message Structure
• Message Appeal
• Channel Factors

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Source Attributes andReceiver Processing Modes
Source attribute
Process
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Source Power

• Stems from
• Perceived control
• Perceived concern
• Perceived scrutiny

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Source Attractiveness

• Similarity
• Resemblance between the source and recipient of
  the message
• Familiarity
• Knowledge of the source through repeated or
  prolonged exposure
• Likability
• Affection for the source resulting from physical
  appearance, behavior, or other personal traits

The Q Score Marketing Evaluations, Inc.
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Source Credibility

• The extend to which the source is seen as having
• Knowledge
• Skill
• Expertise
• And the information is seen to be
• Trustworthy
• Unbiased
• Objective

Expertise
Trustworthiness
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The Use of Celebrities

• Endorsements
• The celebrity, whether an expert or not, merely
  agrees to the use of his or her name and image in
  the promotion for the product.
• Testimonials
• The celebrity, usually an expert with experience
  with the product, attests to its value and worth.
• Placements
• The brand is "placed" in a movie or TV show where
  it's seen by the audience and used or associated
  with the characters.

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The Use of Celebrities

• Dramatizations
• Celebrity actors or models portray the brand in
  use during dramatic enactments designed to show
  the goods.
• Representatives
• The celebrity agrees to become a spokesperson for
  the brand through multiple media over an extended
  time period.
• Identification
• The celebrity, usually in partnership with a
  producer, introduces his or her own brand using
  the celebrity name as the brand name.

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Meaning Movement andthe Endorsement Process
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Message Factors

• Message Structure
• Central vs. Peripheral cues
• Order of presentation
• Conclusion drawing
• Message sidedness
• Refutation
• Verbal versus visual

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The Elaboration Likelihood Model
Exposure to marketing message
High involvement with product, message or decision
Low involvement with product, message or decision
Strong attention focused on central,
product-related features and factual information
Limited attention focused on peripheral,
nonproduct features and feelings
Conscious thoughts about product attributes and
use outcomes high elaboration
Low or nonconscious information processing
little or no elaboration
Enduring attitude change Ad Ab
Intentions
Attitude change through affective route. It is
not enduring.
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Message Recall and Presentation Order
Recall
Beginning
Middle
End
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Message Factors

• Message Appeals
• Comparative
• Fear appeals
• Humor

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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 complex copy recall and comprehension
• May aid name and simple copy registration
• May aid retention, if humor related to brand
  benefits
• Effects on persuasion
• 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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Channel Factors

• Alternative mass media
• Context and environment
• Clutter
• Personal vs. non-personal media

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Do they have what it takes?

• Jenny Craig ad
• 007 Trailer
• Arizona Dept of Health ad
• EDS ad
• Pepsi ad
• Allegra ad