5

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

The Communication Process

The Nature of Communication

5-2

Source Encoding Using a Celebrity

5-3

Forms of Encoding

Verbal
Verbal

Graphic
Graphic

Musical
Musical

Animation
Animation

5-4

Message Development

Content
Content

Design
Design

Structure
Structure

5-5

An Image Can Convey More Than Words

5-6

Communication Channels

Personal
Personal
Channels
Channels

Word of
Mouth

Personal
Selling

Nonpersonal
Nonpersonal
Channels
Channels

Print
Media

Broadcast
Media

5-7

Marketers Embrace Buzz Marketing

5-8

Apples for Dessert

5-9

Field of Experience Overlap

Different Worlds
Sender
Sender
Experience
Experience

Receiver
Receiver
Experience
Experience

Moderate Commonality
Sender
Sender
Experience
Experience

Receiver
Receiver
Experience
Experience

High Commonality
Receiver
Receiver
Sender
Sender
Experience
Experience
Experience
Experience

Receiver
Experience

5-10

Noise in the Communications Process

5-11

Successful Communication
Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select appropriate
appropriate channel
channel for
for target
target audience
audience

Receive
Receive feedback
feedback
5-12

Identifying the Target Audience

Mass Markets and Audiences

Markets Segments
Niche Markets
Individual &
Group
Audiences

5-13

The Response Process

5-14

Obtaining Feedback
Effectiveness Tests

Persuasion Process

Circulation
Circulation reach
reach

Exposure/
Exposure/ presentation
presentation

Listener,
Listener, reader,
reader,
viewer
viewer recognition
recognition

Attention
Attention

Recall,
Recall, checklists
checklists

Comprehension
Comprehension

Brand
Brand attitudes,
attitudes,
purchase
purchase intent
intent

Message
Message acceptance/
acceptance/
yielding
yielding

Recall
Recall over
over time
time

Retention
Retention

Inventory,
Inventory, POP,
POP,
scanner
scanner data
data

Purchase
Purchase behavior
behavior
5-15

Dissonance/Attribution Model

5-16

Low-Involvement Products

5-17

Low
Involvement

High
Involvement

The FCB Planning Model (Foote, Cone and

Belding)
Thinking

Feeling

Informative
The Thinker

Affective
The Feeler

Habit
Formation
The Doer

SelfSatisfaction
The Reactor
5-18

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
5-19

LG Connects with Consumer Emotions

5-20

Cognitive Response
AA method
method for
for examining
examining consumers
consumerscognitive
cognitive
processing
processing of
of advertising
advertising messages
messages by
by looking
looking at
at
their
their cognitive
cognitive responses
responses to
to hearing,
hearing, viewing,
viewing, or
or
reading
reading communications
communications
Examines
Examines thoughts
thoughts that
that are
are evoked
evoked
by
by an
an advertising
advertising message
message
Consumers
Consumers write
write down
down or
or verbally
verbally report
report
their
their reactions
reactions to
to aa message
message
5-21

A Model of Cognitive Response

5-22

Cognitive Response Categories

Product/Message
Product/Message Thoughts
Thoughts
Counterarguments
Counterarguments

Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts
Source
Source derogation
derogation

Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts
Thoughts
Thoughts about
about
the
the ad
ad itself
itself

Affect
Affect attitude
attitude
toward
toward the
the ad
ad
5-23

Elaboration Likelihood Model (ELM)

Focuses
Focuses on
on the
the way
way consumers
consumers respond
respond to
to persuasive
persuasive
messages,
messages, based
based on
on the
the amount
amount and
and nature
nature of
of elaboration
elaboration
or
or processing
processing of
of information
information
Routes to Attitude Change

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

Peripheral
Peripheral route
route
ability
ability and
and
motivation
motivation to
to process
process
aa message
message is
is low;
low;
receiver
receiver focuses
focuses more
more
on
on peripheral
peripheral cues
cues
than
than on
on message
message
content
content
5-24

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 highinvolvement buying situation
5-25

Celebrity Endorsers Can be Peripheral Cues

5-26

How Advertising Works

5-27