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The Communication Process

5

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Hero Honda to Hero and Honda

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..\..\..\Videos\Hero Honda Anthem(New And Old)_(360p).mp4

..\..\..\Videos\Hum Mein Hai Hero

by A R Rahman - Hero MotoCorp TVCommercial Ad_(360p).mp4

..\..\..\Videos\Hero Honda Dhak

Dhak Original old ad_(360p).mp4

..\..\..\Videos\Dekho Dekhe Ye Zamaana - Honda India Ad_(360p).mp4

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Session Objectives

1.To understand the basic elements of thecommunication process and the associated models.

2.To analyse the response processes of receivers ofmarketing communications, including alternative

response hierarchies and their implications forpromotional planning and strategy.

3.To examine the nature of consumers cognitiveprocessing of marketing communications.

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The Nature of Communication

o

Communication is the exchange of ideas betweenthe sender and the receiver.

o Words, pictures ,sounds have different meanings

to different audiences.

Gas, pop, sodao Language is one of the major barriers to effective

communication.

o India has 22 official languages and innumerable

dialects.

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Communication Problems in International Marketing

o

Coca Cola in China Bite the wax tadpole

o KFC in China Eat your fingers off

o General Motors Chevy Nova in Latin America No go

o Parker Pens in Mexico It wont leak in your product and make your pregnant

o Ikea Fartfull in Swedish means speedy

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Indian Brand Slogans

o

Yeh dil maange moreo Thanda matlab _______

o Bujhaye pyas, baaki sab bakwaas

o Daag achhe hain

o Har ghar kuchh kehta haio_______ hai jahan; tandurusti hai wahan

o Desh ki dhadkan

o Is ko lagaa daalaa to life jhinga lala

o Zindagi ke saath bhi; zindagi ke baad bhio Desh kaa namak

o Dimag ki batti jalaa de

o Hum hain na

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The Communication Process

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Channels

Feedback

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Source and Encoding

o Source is an individual

o May be a sales person

or celebrity or slice of

life

o Encoding is the puttingof thoughts, ideas or

information into a

symbolic form

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Message

o Marketers have to take decisions regarding content,

structure and design of the message

o Messages have to be put in a form that is appropriate

to the channel of communication.

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GraphicVerbal Musical Animation

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An Image Can Convey More Than Words

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Channel

o

Personal Face-to-face through sales persons Buzz Marketing (Viral Marketing) through phone

conversations or over the Internet.

o Which industries are most likely to use personal?

oA rough idea of percentage through differentroutes?

o Non-personal Print

Broadcast

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Decoding

o Transformation of sender's message into thought by

the receiver.

o Influenced strongly by receiver's field of reference.

o For a message to be effective, encoding and decoding

have to match to a large extent.

o Mismatch in education, age, psychographics between

the advertiser and the end consumer.

o If someone invited you for dinner and said that she is

serving you apple for dessert, what would be the

picture in your mind?

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Apples for Dessert

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Noise in the Communications Process

oWhat would be

considered as noise

for a few friends

watching a footballmatch together?

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Successful Communication

Receive feedback

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

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Identifying the Target Audience

o What form of communication in terms of

form and channel should be used for

different levels as shown above?

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Mass Markets and Audiences

Markets Segments

Niche Markets

Individual & Group

Audiences

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Models of the Response Process

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Which model is suitable in different forms of marketing communication?

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Obtaining Feedback

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

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Alternative Response Hierarchies Michael Ray

High Low

High

Low

Topical Involvement

Perceived

pr

oductdiffere

ntiation Learning model Low involvement

model

Dissonance/attribution model

Cognitive

AffectiveConative

Conative

Affective

Cognitive

Cognitive

Conative

Affective

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What productswould fall into

the three boxesand whatcommunicationchannels andmessages wouldbe mosteffective?

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Alternate Response Models

Hierarchy ResponseSequence

ProductInvolvement

Perceived

ProductDifferentiation

Products Communication Focus

StandardLearning

Hierarchy

Learn-feel-

do

High High

Custom-madeindustrialproducts,

consumerdurables

Impart

information

Dissonance/Attribution

Hierarchy

Do-feel-learn

High LowSteel tubes,electrical

appliances

Enhancepersonalcommunication, reduce

cognitivedissonance

Low-involvementHierarchy

Learn-do-feel

Low LowPackaged &conveniencegoods

Constant,repetitiveexposure

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Foote, Cone & Belding Grid

1InformativeThe Thinker

3HabitFormationThe Doer

Thinking Feeling

Low

Involvement

2AffectiveThe Feeler

4Self-SatisfactionThe Reactor

High

Inv

olvement

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Foote, Cone & Belding Grid

1InformativeThe Thinker

Car-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnostics Media: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

High

Involvement

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Foote, Cone & Belding Grid

2AffectiveThe Feeler

Jewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousal

Media: Large space Image specials

Creative: ExecutionalImpact

Feeling

High

Involvement

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Foote, Cone & Belding Grid

3Habit formationThe Doer

Food-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: Sales Media: Small space ads

10-second IDsRadio; Point of Sale

Creative: Reminder

Thinking

Low

Involvement

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Foote, Cone & Belding Grid

4Self-satisfactionThe Reactor

Cigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: Sales Media: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

Involvement

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Developing Promotional Strategies

oAd options based on the FCB grid Rational versus emotional appeals

Increasing involvement levels Evaluation of a think-type product on the basis of feelings

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Dissonance/Attribution Model

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LG Connects with Consumer Emotions

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Cognitive Response

A method for examining consumers cognitiveprocessing of advertising messages by looking at

their cognitive responses to hearing, viewing, or

readingcommunications

Examines thoughts that are evokedby an advertising message

Consumers write down or verbally reporttheir reactions to a message

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A Model of Cognitive Response

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Cognitive Response Categories

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

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Elaboration Likelihood Model (ELM)

Focuses on the way consumers respond to persuasive

messages, based on the amount and nature of elaborationor processing of information

Peripheral routeability andmotivation to processa message is low;

receiver focuses moreon peripheral cuesthan on messagecontent

Central routeability andmotivation to processa message is high and

close attention is paidto message content

Routes to Attitude Change

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Celebrity Endorsers Can be Peripheral Cues

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How Advertising Works

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Next Session

oSource, Channel and MessageFactors

oReading

o Chapter 6 of text book with special attention toTiger Woods case-let