Chapter05

The Communication ProcessThe Communication Process

5

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Nature of Communication

The communication process is complex, and often unsuccessful

Source Encoding

Forms of Encoding

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

The Semiotic Perspective

ObjectObject

Sign/SymbolSign/SymbolInterpretantInterpretant

An Image Can Convey More Than Words

What is the symbolic meaning of this Levi ad?

The Model

The Clothes

The Setting

The Statement

The Tag Line

Communication Channel

PersonalChannelsPersonalChannels

Personal Selling

Word of Mouth

Nonpersonal Channels

Nonpersonal Channels

Print Media

Broadcast Media

Marketers Embrace Buzz Marketing

Apples for Dessert

Field of Experience Overlap

ReceiverExperienceReceiver

ExperienceSender

ExperienceSender

Experience

Different Worlds

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Moderate Commonality

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

High CommonalityReceiver

Experience

Noise

Successful Communication

Receive feedbackReceive feedback

Select an appropriate sourceSelect an appropriate source

Develop a properly encoded messageDevelop a properly encoded message

Select appropriate channel for target audience

Select appropriate channel for target audience

Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individualand GroupAudiences

The Response Process

Obtaining Feedback

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

Effectiveness Tests Persuasion Process

Alternative Response Hierarchies

High Low

Hig

hLo

w

Topical Involvement

Perc

eiv

ed

pro

du

ct

diff

ere

nti

ati

on

Learningmodel

Low involvement model

Dissonance/attribution model

CognitiveAffectiveConative

ConativeAffectiveCognitive

Cognitive

Conative

Affective

Dissonance/Attribution Model

Low-Involvement Products

The FCB Planning Model

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

Developing Promotional Strategies

• Ad options based on the FCB grid– Rational versus emotional appeals– Increasing involvement levels– Evaluation of a think-type product

on the basis of feelings

Connecting on an Emotional Level

Cognitive Response

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 thoughts that are evoked by an advertising message

Examines 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

Cognitive Response Categories

CounterargumentsCounterarguments Support argumentsSupport arguments

Source derogationSource derogation Source bolsteringSource bolstering

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Affect attitudetoward the adAffect attitudetoward the ad

Product/Message ThoughtsProduct/Message Thoughts

Source-Oriented ThoughtsSource-Oriented Thoughts

Ad Execution ThoughtsAd Execution Thoughts

Elaboration Likelihood Model

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 – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

Central route – ability and motivation to process a message is high and close attention is paid to message content

Central route – ability and motivation to process a message is high and close attention is paid to message content

Routes to attitude change

Test Your Knowledge

The elaboration likelihood model (ELM) states that there are two routes to persuasion, the central route and the peripheral route. With the peripheral route:

A) The message is more likely to be received if a celebrity endorser is used

B) The message should lots 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

How Advertising Works