Ppt chapter 5

Promotional StrategyMKT4230

The Communication Process

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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2Promotional StrategyMKT4230 2

The Nature of CommunicationThis is a visual of the communication process:

TextbookPages 146 - 153 / Figure 5 - 1


Source Encoding Using a CelebrityThis visual explains that the sender, or source, of a communication is the person or organization with information to share. The source may be an individual or a non-personal entity, such as a corporation. Because the receiver’s perceptions of the source influence how the communication is received, the spokesperson (source) must be someone the receiver will believe is knowledgeable and trustworthy, or someone with whom the receiver can in some way relate.

TextbookPages 147 - 148

This ad for Citizen Eco-Drive watches uses professional golfer Paula Creamer as a spokesperson for the company.

The goal of the source is to put thoughts, ideas, or information into a symbolic form that can be understood by the receiver(s).


Forms of EncodingThere are various forms of encoding, which is the process by which thoughts or ideas are put into a symbolic form. This is how senders put thoughts, ideas, or information into a symbolic form.

TextbookPage 148

The goal is to encode the message in such a way that it will be understood and remembered by the receiver.

Spoken message (radio or TV ads)

Verbal Graphic Musical AnimationSymbolic form(“no smoking”)

Sounds(jingle or chimes)

Grab Attention (Michelin Ad)


Message DevelopmentThis visual explains that while messages may be verbal or nonverbal, oral, written, or symbolic, they must be put into a transmittable form that is appropriate for the communication channel being used.


Message development decisions that must be made:

• Content – the information and/or meaning contained in the message

• Structure and design – the way the message is put together in order to deliver the information or intended message

Content

StructureDesign


An Image Can Convey More Than WordsThis is an ad for Coach handbags. It is an example of a message that is conveyed primarily through an image, rather than words. The picture is an effective way for Coach to communicate its intended message of eloquent simplicity, as well as the classic design and American style of its handbags.

TextbookPages 148 - 149 / Exhibit 5 - 3


Communication ChannelsThere are two types of communication channels, personal and non-personal:


Personal SellingWord of Mouth Print Media Broadcast Media

Personal Channels Non-Personal Channels

Personal channels involve direct, face-to-face contact with target individuals or groups. Sales people serve as personal channels when they

deliver their sales messages.

Social channels, such as friends, family, and co-workers, can be a powerful personal source of

information through word-of-mouth communication.

Non-personal channels carry a message without personal contact between sender and receiver.

Non-personal channels are generally referred to as mass media, and include various forms of print and

broadcast media.


Apples for DessertThese visuals illustrate that for effective communication to occur, the message decoding process of the receiver must match the encoding of the sender. The receiver is the person(s) with whom the sender shares thoughts or information. Decoding is the process of transforming the sender’s message back into thought. This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he/she brings to the communication situation.



Field of Experience OverlapFor effective communication to occur the message decoding process of the receiver must match the encoding of the sender. The more overlap present in their experiences, the greater the chance of effective communication. This notion can cause great difficulty in the advertising communication process, because marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.


Receiver ExperienceSender Experience

Different Worlds

Moderate CommonalityReceiver ExperienceSender Experience

High Commonality

Receiver ExperienceSender Experience

Receiver Experience


Noise in the Communications ProcessThis visual illustrates the concept of noise during the communication process, which is basically anything that can distort or interfere with the reception of a message.


Consider this situation, where four friends are watching a football game:

• Would the cheers for the play drown out the beginning of a commercial?

• Might reaching for a snack cause the receivers to turn their eyes from the TV screen?

• Would alcohol consumption affect perception?

• What would happen if the cell phone on the table rang?

• What if the electricity went off unexpectedly?


Successful CommunicationThis visual presents the sequence of a successful communication between a sender and a receiver.

Marketers must be able to determine the reasons for communication success or failure, and then make the necessary adjustments. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received.

TextbookPage 153

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback


Identifying the Target AudienceThis visual shows the various levels of audience aggregation. In addition, it shows the various types of markets and customers that can be identified as a marketing target. Marketers usually approach each of these audiences differently, from a communications perspective.

TextbookPages 154- 155 / Figure 5 - 2

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual & GroupAudiences

• Markets with large numbers of potential customers

• Those with specific needs, for whom a message must be specifically tailored. Multiple people who are involved in the purchase decision, such as families or members of a buying center

• Smaller, well-defined markets consisting of customers with similar needs.

• Broader classes of people who have similar needs and can be reached with similar messages


The Response ProcessThis visual presents an overview of various hierarchical response models:

TextbookPages 154- 155 / Figure 5 - 3


Obtaining FeedbackThis visual presents the methods of obtaining feedback:

TextbookPages 157 / Figure 5 - 4

Exposure/ presentation

Attention

Comprehension

Message acceptance/yielding

Retention

Purchase behavior

Circulation reach

Listener, reader,viewer recognition

Recall, checklists

Brand attitudes,purchase intent

Recall over time

Inventory, POP, scanner data

Effectiveness Tests Persuasion Process

This is the model of information processing developed by Michael Ray:


Alternative Response Hierarchies


High LowH

igh

Low

Topical InvolvementPe

rcei

ved

prod

uct d

iffer

entia

tion

Learning Model Low InvolvementModel

Dissonance/Attribution Model

CognitiveAffectiveConative

ConativeAffectiveCognitive

Cognitive

Conative

Affective


Dissonance / Attribution ModelThis visual points out that attitudes sometimes develop after a purchase, as does learning from mass media. to cardholders.


Ray suggests that in these situations the main effect of mass media is not the promotion of original choice behavior and attitude change, but rather the reduction of dissonance by reinforcing the wisdom of the purchase or providing supportive information.

This ad for Visa reinforces the wisdom of the consumers’ decision to use a Visa credit card by reassuring them of the various layers of security the company provides to cardholders.


Low-Involvement ProductsThis visual shows how advertisers add visual image personality to their advertisements in order to gain brand recognition and retention. A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or Visual Image Personality. Basically, advertisers use symbols that lead consumers to identify and retain ads. A prime example is the Energizer Bunny shown in this ad. Other examples include the Pillsbury Doughboy, Morris the Cat, Tony the Tiger, and Mr. Clean.



The FCB Planning ModelThis visual shows the advertising planning model developed by associates from the Foote Cone & Belding agency:


1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking FeelingLo

w In

volv

emen

t

2Affective

The Feeler

4Self-

SatisfactionThe Reactor

Hig

h In

volv

emen

t


Developing Promotional StrategiesHere are some of the promotional strategies that may be developed using the principles of the FCB grid. Consumer research can be used to determine how consumers perceive products or brands on the involvement and thinking/feeling dimensions.


This information can then be used to develop effective creative options, such as using rational versus emotional appeals, increasing involvement levels, or even getting consumers to evaluate a think-type product on the basis of feelings.


LG Connects with Consumer EmotionsThis advertisement illustrates how an ad can create an emotional response. It encourages consumers to upgrade their appliances. Imagining what will happen to the refrigerator when it is hit by a train evokes an emotional response, as does the thought of moving from an old, unattractive appliance to a sleek new design.



Cognitive ResponseThe cognitive response approach examines consumers’ processing of advertising messages. This method is widely used in research by both academicians and advertising practitioners to determine the types of responses evoked by an advertising message, and how these thoughts relate to attitudes toward the ad, brand, and purchase intentions.


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

Consumers write down or verbally report their reactions to a message


A Model of Cognitive ResponseThis visual shows a model of the cognitive process and how these thoughts relate to traditional outcome measures, such as brand attitude, attitude toward the ad, and purchase intentions:



Cognitive Response CategoriesThis visual shows the three basic categories of cognitive responses:


Counterarguments Support arguments

Source derogation Source bolstering

Thoughts about the ad itself Affect attitude toward the ad

Product/Message Thoughts

Source-Oriented Thoughts

Ad Execution Thoughts


Elaboration Likelihood Model (ELM)This visual presents the elaboration likelihood model and its use by marketers to develop communication messages:


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

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 KnowledgeThe elaboration likelihood model (ELM) proposed 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 E. The sender is dealing with a high-involvement buying situation


Celebrity Endorsers can be Peripheral CuesThis visual shows an ad for Peak antifreeze, which uses a celebrity endorser and appealing visual imagery that is consistent with the brand positioning. It is an example of an ad that might result in attitude change through a peripheral route to persuasion.

TextbookPages 170 / Figure 5 - 15

The attractive and highly relevant celebrity endorser (Indy series driver Danica Patrick) and visual imagery serve as peripheral cues and help consumers form a positive attitude toward the brand, even if they do not process the message portion of the ad.


How Advertising WorksThis framework was developed by Vakratsas and Ambler following an extensive review of more than 250 articles and studies of the advertising response process:
