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Page 1: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-1

The Communication ProcessThe Communication Process

5

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Page 2: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-2

What is the symbolic meaning of the Snuggle bear?

Page 3: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-3

Models of the Response Process

Stages

Cognitiv

e

Affective

Behavio

ral

Models

AIDA

model

Attention

Interest

Desire

Action

Hierarchy

of effects

model

Awarenes

s

Knowledg

e

Linking

Preferenc

e

Convictio

n

Purchase

Innovation

adoption

Awarenes

s

Interest

Evaluation

Trial

Adoption

Information

Processing

Presentatio

n

Attention

Comprehen

sion

Yielding

Retention

Behavior

Similarities / Differences?

Page 4: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-4

Aaker's 5 - Stagesof Brand Loyalty

Aware of Brand

Positive Att. toward Brand

Likes Brand

Prefers Brand

Friendof Brand

Page 5: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-5

Advertising is used to make consumers aware of new products and their features

Yes, but. . .

Is that what the ad is REALLY trying to do?

Page 6: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-6

Involvement Concept

Antecedents of involvement

derived from the literature

Antecedents of involvement

derived from the literaturePerson

factors - Needs - Importance - Interest - Values

Person factors - Needs - Importance - Interest - Values

Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication

Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication

Situational factors -Purchase/use -Occasion

Situational factors -Purchase/use -Occasion

Possible results of

involvement

Possible results of

involvementElicitation of counterarguments to ads

Effectiveness of ad to induce purchase

Relative importance of the product class

Perceived differences in product attributes

Preference of a particular kind

Influence of price on brand choice

Amount of information on search

Time spend deliberating alternatives

Type of decision rule used in choice

Elicitation of counterarguments to ads

Effectiveness of ad to induce purchase

Relative importance of the product class

Perceived differences in product attributes

Preference of a particular kind

Influence of price on brand choice

Amount of information on search

Time spend deliberating alternatives

Type of decision rule used in choice

Involvement

With advertisements

With products

With purchase decisions

Involvement

With advertisements

With products

With purchase decisions

Don’t look at th

is!

Page 7: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-7

The Elaboration Likelihood Model

Routes to attitude change Central route to persuasion – ability and motivation

to process a message is high and close attention is paid to message content

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

Focuses on the way consumers respond to persuasive messages based on the amount and

nature of elaboration or processing of information

Page 8: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-8

Elaboration Likelihood Model (ELM)

E.L ContinuumLOW HIGH

Peripheral Processing Central Processing

# of Arguments

Spokesperson Effects

Music

Imagery

Category-Based Processing

Arg. Quality

Attribute-BasedProcessing

Motivation + Ability = Central Processing

Page 9: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-9

High Involvement Appeals

• Factual Information• Hard Data• Appeals to “Experts”• Example (Toshiba Laptop)

Page 10: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-10

Page 11: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-11

Low Involvement Appeals

• Little or no Factual Information• Imagery• Emotional• Appeals to “Novices”• Example (Toshiba Slide)

Page 12: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-12

Page 13: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-13

EXTRAIf Time!

Page 14: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-14

New Product IntroductionWith / Without Free Sampling

Free SampleRecipients(16.0%)

ControlGroup(11.4%)

Time in Months

% o

f Hou

seho

lds

Buy

ing

Page 15: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-15

Page 16: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-16

Relationship betweenLevel of Fear and Persuasion

Level of Fear

Per

suas

ive

Eff

ect

Texting while driving ad.

Page 17: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

5

The Communication Process

Page 18: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-18

The Nature of Communication

Page 19: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-19

Source Encoding Using a Celebrity

Page 20: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-20

Forms of Encoding

GraphicGraphicVerbalVerbal MusicalMusical AnimationAnimation

Page 21: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-21

Message Development

ContentContent

StructureStructureDesignDesign

Page 22: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-22

An Image Can Convey More Than Words

Page 23: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-23

Communication Channels

PersonalChannelsPersonalChannels

Personal Selling

Word of Mouth

Nonpersonal Channels

Nonpersonal Channels

Print Media

Broadcast Media

Page 24: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-24

Marketers Embrace Buzz Marketing

Page 25: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-25

Apples for Dessert

Page 26: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-26

Field of Experience Overlap

ReceiverExperienceReceiver

ExperienceSender

ExperienceSender

Experience

Different Worlds

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

Moderate Commonality

ReceiverExperienceReceiver

ExperienceSenderExperience

SenderExperience

High CommonalityReceiver

Experience

Page 27: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-27

Noise in the Communications Process

Page 28: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-28

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 audienceSelect appropriate channel for target audience

Page 29: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-29

Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual & Group

Audiences

Page 30: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-30

The Response Process

Page 31: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-31

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, scanner data

Inventory, POP, scanner data

Effectiveness Tests Persuasion Process

Page 32: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-32

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

Page 33: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-33

Dissonance/Attribution Model

Page 34: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-34

Low-Involvement Products

Page 35: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-35

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

Page 36: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-36

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

Page 37: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-37

LG Connects with Consumer Emotions

Page 38: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-38

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

Page 39: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-39

A Model of Cognitive Response

Page 40: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-40

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

Page 41: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-41

Elaboration Likelihood Model (ELM)

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

Page 42: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-42

Test Your Knowledge

The 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

Page 43: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-43

Celebrity Endorsers Can be Peripheral Cues

Page 44: 5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

5-44

How Advertising Works


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