The Communication Process Week 03

W. Rofianto, ST, MSi

The Communications Process

Graphic

• Pictures

• Drawings

• Charts

Verbal

• Spoken Word

• Written Word

• Song Lyrics

Musical

• Arrange-ment

• Instrum-entation

• Voices

Animation

• Action/Motion

• Pace/ Speed

• Shape/Form

Verbal Graphic Musical

There are many forms of encoding

Encoding

Personal

Channels

Personal

Channels

Communications Channels

Nonpersonal

Channels

Personal

Selling

Word of Mouth

Print

Media

Broadcast

Media

Experiential Overlap

ReceiverExperience

SenderExperience

Different Worlds

ReceiverExperienceSender

Experience

Moderate Commonality

ReceiverExperience

SenderExperience

High Commonality

ReceiverExperience

Advertising Creates Awareness for a New Product

Receive feedback

Select the appropriate channel for the target

audience

Develop a properly encoded message

Select an appropriate source

Select the appropriate channel for the target

audience

Develop a properly encoded message

Select an appropriate source

Successful Communication

Models of 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, Scanner data

RetentionRecall over time

Message acceptanceBrand attitudes,purchase intent

ComprehensionRecall, checklists

AttentionListener, reader,viewer recognition

Exposure/presentationCirculation reach

Effectiveness Test Persuasion Process

Advertising Input

Message content, media

scheduling, repetition

Filters

Motivation, ability,

(involvement)

Consumer

Cognition, affect, experience

Consumer Behavior

Choice, consumption,

loyalty, habit, etc.

Advertising Input

Message content, media

scheduling, repetition

Filters

Motivation, ability,

(involvement)

Consumer

Cognition, affect, experience

How Advertising Works

Foote, Cone & Belding Grid

Informative

The Thinker

learn – feel – do

Car, house,

New product

Habit Formation

The Doer

do – learn – feel

Food, household

items

Thinking Feeling

Lo

w

Invo

lve

me

nt

Affective

The Feeler

Feel – learn – do

Jewelry, cosmetics

fashion

Self-Satisfaction

The Reactor

do – feel – learn

Cigarettes,

ice cream, candy

Hig

h

Invo

lve

me

nt

Credibility

Attractiveness

Power

Internalization

Identification

Compliance

Credibility Internalization

Attractiveness Identification

Source Attributes and Receiver Processing Modes

Source Attribute Process

TrustworthyExpertise

Source Credibility

Source Attractiveness

Resemblance

between the

source and

recipient of the

message

Similarity

Knowledge of the

source through

repeated or

prolonged

exposure

Familiarity

Affection for the

source resulting

from physical

appearance,

behavior, or other

personal traits

LikeabilitySimilarity Familiarity

The celebrity’s behavior may pose a risk to the company

The target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed,

reducing his or her credibility

The celebrity may overshadow

the product being endorsed

The target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed,

reducing his or her credibility

The celebrity may overshadow

the product being endorsed

Risks of Using Celebrities

Using Endorser

Recall and Presentation Order

Re

ca

ll

Beginning Middle End

FearAppeals

ComparativeAds

FearAppeals

ComparativeAds

Message Appeal Options

HumorAppeals

• May stress physical danger or

threats to health

• May identify social threats:

disapproval or

rejection

• May backfire if the level of threat is

too high

• May be especially useful for new

brands

• Often used for brands with small

market share

• Frequently use in political

advertising

• They can attract and hold attention

• They are often the best remembered

• They put the consumer in a

positive mood

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Pros and Cons of Using Humor

Does not aid persuasion in general

Aids attention and awareness

Pros Cons

May harm recall and comprehension

May harm complex copy registration

Does not aid source credibility

Is not effective in bringing about sales

May wear out faster than non-humorous ads

May aid retention of the message

Creates a positive mood and enhances persuasion

May aid name and simple copy registration

May serve as a distracter, reducing counterarguing

Does not aid persuasion in general

Aids attention and awareness

May harm recall and comprehension

May harm complex copy registration

Does not aid source credibility

Is not effective in bringing about sales

May aid retention of the message

Creates a positive mood

May aid name and simple copy registration

reducing counterarguing

Creative Directors Opinions Regarding Use of Humor

Favorable Unfavorable

Radio and television

Consumer non-durables

Business services

Products related to the

humorous play

Less suited for direct mail and newspapers

Corporate advertising

Industrial products

Goods and services of a sensitive nature

Audiences Favorable Audiences Unfavorable

Younger Older

Well educated

Up-scale

Males

Professional

Less educated

Down-scale

Females

Semi- or Unskilled

Self-PacedMedia

Self-PacedMedia

Self versus External Paced Media

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

Externally PacedMedia

vs.

https://www.youtube.com/watch?v=_6rj5jisB7g