The Communication Process

1. 5 The Communication Process

2. The Nature of Communication

3. Source Encoding Using a Celebrity

4. Forms of Encoding Verbal Graphic Musical Animation

5. Message Development Content Design Structure

6. An Image Can Convey More Than Words

7. Communication Channels PersonalChannels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media

8. Marketers Embrace Buzz Marketing

9. Apples for Dessert

10. Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Receiver Experience Sender Experience High Commonality Receiver Experience Receiver Experience Sender Experience

11. Noise in the Communications Process

12. Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback

13. Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & GroupAudiences

14. The Response Process

15. Obtaining Feedback Exposure/ presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior Effectiveness Tests PersuasionProcess Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory, POP, scanner data

16. Alternative Response Hierarchies Topical Involvement High Low Learningmodel Low involvement model Cognitive Affective Conative High Cognitive Conative Affective Perceived product differentiation Dissonance/ attribution model Conative Affective Cognitive Low

17. Dissonance/Attribution Model

18. Low-Involvement Products

19. The FCB Planning Model Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

20. 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

21. LG Connects with Consumer Emotions

22. Cognitive Response Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications

23. A Model of Cognitive Response

24. Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

25. Elaboration Likelihood Model (ELM) 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 Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

26. 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 high- involvement buying situation

27. Celebrity Endorsers Can be Peripheral Cues

28. How Advertising Works