THE COMMUNICATIONS PROCESS

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 THE COMMUNICATIONS PROCESS

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

 THERE ARE MANY FORMS OF ENCODING

Encoding

Verbal Graphic Musical Animation

•Spoken •Pictures •Arrange- •Action/

Word ment Motion
•Drawings
•Written •Instrum- •Pace/
Word •Charts entation Speed

•Song •Voices •Shape/

Lyrics Form

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 THE SEMIOTIC PERSPECTIVE
Three Components to every marketing message

Object
Brand such as
Marlboro

Interpretant/ Sign or symbol

intended meaning representing
(masculine,rugged intended
individualistic) meaning (Cowboy)

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 WHAT IS THE SYMBOLIC MEANING OF THE
SNUGGLE BEAR?

+
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 IMAGES ENCODED IN PICTURES CONVEY
EMOTIONS VERY POWERFULLY

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+
 FORMS OF PERSONAL COMMUNICATION

Vocabulary

Verbal Grammar

Inflection

Gesture

Facial
Nonverbal Expression

Body
Language

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 COMMUNICATIONS CHANNELS

Personal
Selling
Personal
Channels
Word of
Mouth

Print
Media

Nonpersonal
Channels
Broadcast
Media

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 EXPERIENTIAL OVERLAP
Different Worlds

Sender Receiver
Experience Experience

Moderate Commonality

Receiver
Sender Experience
Experience

High Commonality
Receiver
Receiver Experience
Sender
Experience
Experience

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 LEVELS OF AUDIENCE AGGREGATION

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

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 MODELS OF THE RESPONSE PROCESS

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 MODELS OF OBTAINING FEEDBACK
Effectiveness Test Persuasion Process

Circulation Reach Exposure, Presentation

Listener, Reader,
Viewer Recognition Attention

Recall, Checklists Comprehension

Brand Attitudes, Message Acceptance/

Purchase Intent Yielding

Recall Over Time Retention

Inventory, POP
Consumer Panel Purchase Behavior

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 ALTERNATIVE RESPONSE HIERARCHIES
Topical Involvement
High Low
Learning Model Low Involvement
Model

Cognitive
High
Perceived product

Cognitive
Affective
differentiation

Conative

Dissonance/ Conative
Attribution Model
Low

Conative
Affective Affective
Cognitive

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 FOOTE, CONE & BELDING GRID
Thinking Feeling

Involvement 1 2
Informative Affective
The Thinker The Feeler
High

3 4
Involvement

Habit Self-
Formation Satisfaction
The Doer The Reactor
Low

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 FOOTE, CONE & BELDING GRID
Thinking

1
Informative
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)

Possible implications
Test: Recall diagnostics
Media: Long copy format
Involvement

Reflective vehicles
Creative: Specific information
Demonstration
High

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 FOOTE, CONE & BELDING GRID
Feeling

2
Affective
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do (psychological?)

Possible implications
Test: Attitude change
Emotional arousal
Involvement

Media: Large space

Image specials
Creative: Executional
High

Impact

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 FOOTE, CONE & BELDING GRID
Thinking

3
Habit formation
The Doer
Food-household items
Model: Do-learn-feel (responsive?)

Possible implications
Test: Sales
Media: Small space ads
Involvement

10-second ID’s
Radio; Point of Sale
Creative: Reminder
Low

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 FOOTE, CONE & BELDING GRID
Feeling

4
Self-satisfaction
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)

Possible implications
Test: Sales
Media: Billboards
Involvement

Newspapers
Point of Sale
Creative: Attention
Low

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 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.

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 A MODEL OF COGNITIVE RESPONSE

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 COGNITIVE RESPONSE CATEGORIES
Product/Message Thoughts

Counter Arguments Support Arguments

Source - Oriented Thoughts

Source Derogation Source Bolstering

Ad – Execution Thoughts

Thoughts About Affect Attitude

the Ad Itself Toward the Ad
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 ELABORATION LIKELIHOOD MODEL

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 to Peripheral route to

persuasion – ability persuasion – ability
and motivation to and motivation to
process a message is process a message is
high and close low and receiver
attention is paid to focuses more on
message content peripheral cues rather
than message content

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 HOW ADVERTISING WORKS

Advertising Input
Message content, media
scheduling, repetition

Filters
Motivation, ability,
(involvement)

Consumer
Cognition, Affect, Experience

Consumer Behavior
Choice, consumption,
loyalty, habit, etc.

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