The CommunicationsProcess

The Communications Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Interpretant/intended meaning (masculine,rugged

individualistic)

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

The Semiotic Perspective

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Three Components to every marketing messageThree Components to every marketing message

Grammar

Vocabulary

Inflection

Facial Expression

Gesture

Body Language

Vocabulary

Grammar

Inflection

Gesture

Facial Expression

Forms of Personal Communication

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Verbal

Nonverbal

Personal ChannelsPersonal Channels

Communications Channels

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Niche Markets

Market Segments

Mass Markets

Levels of Audience Aggregation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Small Groups

Models of the Response Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DAGMAR

Defining Advertising goals for measured advertising results.

A model for Marketing Communications developed by Colley in 1961.

1) Unawareness of the Product

2) Awareness as a result of Advertising- Customer knows about the brand

3) Comprehension - recognition and understanding of the product

4) Conviction - Firm attitude towards the brand- the development of preference for the brand

5) Action - move towards purchase

DAGMAR•The effectiveness of the advertising campaign is evaluated by its movement along the spectrum

•DAGMAR allows for the cumulative impact of the advert.

•It is rare for a single advert to have the power to move the consumer from Unawareness to Action.

AIEDA Lavidge and Steiner

DAGMAR

AttentionInterest

EvaluationDesireAction

AwarenessKnowledge

LikingPreferencePurchase

UnawarenessAwareness

ComprehensionConviction

Action

Cognitive Response

A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications.

Examines types of thoughts that are evoked by an advertising message.

Consumers write down or verbally report their reactions to a message.

A Model of Cognitive Response

Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

Consumer BehaviorChoice, consumption,

loyalty, habit, etc.

Advertising InputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

ConsumerCognition, Affect,

Experience

How Advertising Works