The Communications Process

1. Fields of Experience Source / Sender Receiver / Audience Channel Encoding Decoding MESSAGE Response Feedback Loop The Communications Process Noise

2. Mass Markets Niche Markets Small Groups Levels of Audience Aggregation Market Segments Individuals

3. Graphic Pictures Drawings Charts Musical Arrangement Instrumentation Voice or chorus Verbal Spoken word Written word Song lyrics Animation Action / motion Pace / speed Shape / Form Encoding / Decoding Symbols

4. Human Communicators • Verbal • Vocabulary • Grammar • Inflection • Nonverbal • Gestures • Facial expression • Body language

5. How to Screw up the Communications Process

6. Culture Social class Reference groups Situations External Influences on Consumers Subculture

7. Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience High Commonality Sender Experience Receiver Experience Experiential Overlap

8. The Selective Perception Process Selective Exposure Selective Attention Selective Comprehension Selective Retention

9. Consumer Behavior Why we do what we do…

10. Self-actualization needs (self-development, realization) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love) Safety needs (security, protection) Maslow’s Hierarchy of Needs Physiological needs (hunger, thirst)

11. Consumer Decision Process Decision Process Stages Psychological Processes Problem Recognition Motivation Information Search Perception Alternative Evaluation Attitude Formation Purchase Decision Integration Postpurchase Evaluation Learning

12. All available brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Brand L Brand M Brand N Brand O Evoked Set of Brands Evaluation of Alternatives Brand B Brand E Brand F Brand I Brand M

13. How we learn attitudes And more importantly – how to change them

14. Learned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object. Consumers may hold attitudes toward: Individuals Brands Companies Organizations Product categories Retailers Advertisements Media Consumer Attitudes

15. Advertising-Based View of Communications Advertising Through Media One-Way Attitudes Knowledge Preference Conviction Purchase Behavior Linear Acting on Consumers

16. Inverted Pyramid ofCommunications Effects 90% Awareness 70% Knowledge 40% Liking 25% Preference 20% Trial 5% Use Cognitive Affective Conative

17. Purchase Conviction Preference Liking Knowledge Awareness Conative Realm of motives. Ads stimulate or direct desires. Affective Realm of emotions. Ads change attitudes and feelings Cognitive Realm of thoughts. Ads provide information and facts. Point of purchase Retail store ads, Deals “Last-chance” offers Price appeals, Testimonials Competitive ads Argumentative copy “Image” copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns Advertising and Movement Toward Action

18. Consumer Learning Processes • Cognitive Processes • Intellectual evaluation comparing attributes with values. • Behaviorist Learning • Based on conditioning through association or reinforcement. • Modeling Processes • Based on emulation (copying) of respected examples (celebrities).

19. Purposive behavior Insight Goal achievement Cognitive Learning Process Goal

20. Unconditioned response (freshness, purity) Conditioned stimulus (Brita water filtration pitcher) Conditioned response (freshness, purity) Classical Conditioning Process Unconditioned stimulus (waterfall) Association develops through contiguity and repetition

21. Positive or negative consequences occur (reward or punishment) Increase or decrease in probability of repeat behavior (purchase) Instrumental Conditioning Process Behavior (consumer uses product or service)

22. Reinforcement • Positive Reinforcement • Add stimulus to reinforce behavior. • Negative Reinforcement • Remove an unpleasant stimulus after behavior (to increase behavior): grounded until you clean your room. • Punishment • Grounded because you didn’t clean your room. • Extinction • Behavior goes away because you don’t have the stimulus.

23. Schedules of Reinforcement Interval Ratio Fixed- Interval Fixed- Ratio High Variable- Ratio Variable- Interval Low

24. What to do when you want… Response Process Models

25. Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Adoption Information Processing Presentation Attention Comprehension Yielding Retention Behavior Models of the Response Process Models

26. Foote, Cone & Belting Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

27. Foote, Cone & Belting 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 Reflective vehicles Creative: Specific information Demonstration High Involvement

28. Foote, Cone & Belting Grid Feeling 2 Affective 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 High Involvement

29. Foote, Cone & Belting Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

30. Foote, Cone & Belting Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

31. The Persuasion Matrix Independent variables: The Communications Components Source Source Message Channel Receiver Destination Message presentation X Attention X Comprehension X Yielding X Retention Behavior

32. Compliance Power Identification Attractiveness Internalization Credibility Source Attributes andReceiver Processing Modes Source attribute Process

33. The Use of Celebrities • Endorsements • Testimonials • Placements • Dramatizations • Representatives • Identification

34. Stage 1 Stage 2 Stage 3 Objects Persons Context Role 1 Celebrity Celebrity Product Product Consumer Role 2 Role 3 Meaning, Movement andthe Endorsement Process

35. Fear Appeals and Message Acceptance Facilitating effects Resultant nonmonotonic curve Acceptance Level of fear Rejection Inhibiting effects

36. Use of Humor • Aids attention and awareness • May harm recall and comprehension • May aid name and simple copy registration • May harm complex copy registration • May aid retention • Does not aid persuasion in general • May aid persuasion to switch brands • Creates positive mood, enhancing persuasion • Does not aid source credibility • Is not effective in bringing about action, sales

37. UNFAVORABLE TOWARD HUMOR Research directors Direct mail, newspapers Corporate advertising Industrial products Goods or services of a sensitive nature Audiences that are: Older Less educated Down-scale Female Semi- or Unskilled FAVORABLE TOWARD HUMOR Creative personnel Radio and television Consumer non-durables Business services Products related to the humorous ploy Audiences that are: Younger Better educated Up-scale Male Professional Use of Humor

38. Message Recall and Presentation Order Recall Beginning Middle End