5

The Communication Process

Hero Honda to Hero and Honda

..\..\..\Videos\Hero Honda Dhak
Dhak Original old ad_(360p).mp4

..\..\..\Videos\Hero Honda Anthem

(New And Old)_(360p).mp4

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

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

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

5-1

Session Objectives
1. To understand the basic elements of the

communication process and the associated models.

2. To analyse the response processes of receivers of
marketing communications, including alternative
response hierarchies and their implications for
promotional planning and strategy.
3. To examine the nature of consumers cognitive
processing of marketing communications.

5-2

The Nature of Communication

o Communication is the exchange of ideas between

the sender and the receiver.

o Words, pictures ,sounds have different meanings
to different audiences.
Gas, pop, soda

o Language is one of the major barriers to effective

communication.
o India has 22 official languages and innumerable
dialects.

5-3

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

5-4

Indian Brand Slogans

o
o
o
o
o
o
o
o
o
o
o
o

Yeh dil maange more

Thanda matlab _______
Bujhaye pyas, baaki sab bakwaas
Daag achhe hain
Har ghar kuchh kehta hai
_______ hai jahan; tandurusti hai wahan
Desh ki dhadkan
Is ko lagaa daalaa to life jhinga lala
Zindagi ke saath bhi; zindagi ke baad bhi
Desh kaa namak
Dimag ki batti jalaa de
Hum hain na
5-5

The Communication Process

Channels

Feedback
5-6

Source and Encoding

o Source is an individual
o May be a sales person

or celebrity or slice of
life
o Encoding is the putting
of thoughts, ideas or
information into a
symbolic form

5-7

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.

Verbal

Graphic

Musical

Animation

5-8

An Image Can Convey More Than Words

5-9

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?

o A rough idea of percentage through different

routes?
o Non-personal
Print
Broadcast

5 - 10

Decoding
o Transformation of sender's message into thought by

o
o
o
o

the receiver.
Influenced strongly by receiver's field of reference.
For a message to be effective, encoding and decoding
have to match to a large extent.
Mismatch in education, age, psychographics between
the advertiser and the end consumer.
If someone invited you for dinner and said that she is
serving you apple for dessert, what would be the
picture in your mind?

5 - 11

Apples for Dessert

5 - 12

Noise in the Communications Process

o What would be

considered as noise
for a few friends
watching a football
match together?

5 - 13

Successful Communication
Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback
5 - 14

Identifying the Target Audience

Mass Markets and Audiences
Markets Segments
Niche Markets
Individual & Group
Audiences

o What form of communication in terms of

form and channel should be used for

different levels as shown above?
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Models of the Response Process

Which model is suitable in different forms of marketing communication?

5 - 16

Obtaining Feedback
Effectiveness Tests

Persuasion Process

Circulation reach

Exposure/ presentation

Listener, reader,
viewer recognition

Attention

Recall, checklists

Comprehension

Brand attitudes,
purchase intent

Message acceptance/
yielding

Recall over time

Retention

Inventory, POP,
scanner data

Purchase behavior
5 - 17

Alternative Response Hierarchies Michael Ray

Topical Involvement

High

Learning model

Cognitive
Affective
Conative
Dissonance/
attribution model

Low

Perceived product differentiation

High

Conative
Affective
Cognitive

Low
Low involvement
model

Cognitive

Conative

What products
would fall into
the three boxes
and what
communication
channels and
messages would
be most
effective?

Affective

5 - 18

Alternate Response Models

Hierarchy

Standard
Learning
Hierarchy

Response
Sequence

Learn-feeldo

Dissonance/
Attribution
Hierarchy

Do-feellearn

Lowinvolvement
Hierarchy

Learn-dofeel

Product
Involvement

High

High

Low

Perceived
Product
Differenti
ation

Products

Communica
tion Focus

High

Custom-made
industrial
products,
consumer
durables

Impart
information

Low

Steel tubes,
electrical
appliances

Enhance
personal
communicati
on, reduce
cognitive
dissonance

Low

Packaged &
convenience
goods

Constant,
repetitive
exposure
5 - 19

Foote, Cone & Belding Grid

Low
Involvement

High
Involvement

Thinking

Feeling

The Thinker

The Feeler

Informative

Affective

The Doer

The Reactor

Habit
Formation

SelfSatisfaction

5 - 20

Foote, Cone & Belding Grid

Thinking

Informative
High
Involvement

The Thinker

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

Possible implications
Test:
Recall diagnostics
Media:
Long copy format
Reflective vehicles
Creative:
Specific information
Demonstration

5 - 21

Foote, Cone & Belding Grid

Feeling

Affective
High
Involvement

The Feeler

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

Possible implications
Test:
Attitude change
Emotional arousal
Media:
Large space
Image specials
Creative:
Executional
Impact

5 - 22

Foote, Cone & Belding Grid

Thinking

Habit formation
Low
Involvement

The Doer

Food-household items
Model: Do-learn-feel (responsive?)

Possible implications
Test:
Sales
Media:
Small space ads
10-second IDs
Radio; Point of Sale
Creative:
Reminder

5 - 23

Foote, Cone & Belding Grid

Feeling

Self-satisfaction
Low
Involvement

The Reactor

Cigarettes, liquor, candy

Model: Do-feel-learn (social?)

Possible implications
Test:
Sales
Media:
Billboards
Newspapers
Point of Sale
Creative:
Attention

5 - 24

Developing Promotional Strategies

o 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

5 - 25

Dissonance/Attribution Model

5 - 26

LG Connects with Consumer Emotions

5 - 27

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 thoughts that are evoked
by an advertising message
Consumers write down or verbally report
their reactions to a message
5 - 28

A Model of Cognitive Response

5 - 29

Cognitive Response Categories

Product/Message Thoughts

Counterarguments

Support arguments

Source-Oriented Thoughts
Source derogation

Source bolstering

Ad Execution Thoughts
Thoughts about
the ad itself

Affect attitude
toward the ad
5 - 30

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
Routes to Attitude Change

Central route
ability and
motivation to process
a message is high and
close attention is paid
to message content

Peripheral route
ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues
than on message
content
5 - 31

Celebrity Endorsers Can be Peripheral Cues

5 - 32

How Advertising Works

5 - 33

Next Session
o Source, Channel and Message

Factors
o Reading
o Chapter 6 of text book with special attention to

Tiger Woods case-let

1 - 34