1 / 15

ADVERTISING: Insights from Communication and Persuasion Research

ADVERTISING: Insights from Communication and Persuasion Research. THE COMMUNICATION PROCESS. The first model of communication:. Receiver. Source. Message. Fields of Experience. THE COMMUNICATION PROCESS. A second model of communication:. Sender. Receiver. Meaning.

lala
Download Presentation

ADVERTISING: Insights from Communication and Persuasion Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ADVERTISING:Insights from Communication and Persuasion Research

  2. THE COMMUNICATION PROCESS • The first model of communication: Receiver Source Message

  3. Fields of Experience THE COMMUNICATION PROCESS • A second model of communication: Sender Receiver Meaning

  4. THE COMMUNICATION PROCESS • A third model of communication: Sender Receiver Decoding (Meaning) Encoding (Meaning) Message Feedback

  5. Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy) The Semiotic Perspective 3 parts to every marketing message Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy)

  6. Symbolic meaning?

  7. INVOLVEMENT Decoding is ACTIVE • That is, it requires EFFORT • When can you expect people to spend effort? • 1. When they CARE about what you’re saying • personal relevance This is the concept of INVOLVEMENT The personal relevance of the product interest, price

  8. Elaboration Likelihood Model • Petty & Caccioppo • Two questions: • Motivation to process? • Ability to process? • When YES to both: HIGH elaboration • Central cues • product • When NO: LOW elaboration • Peripheral cues - • source or ad

  9. Alternative Response Hierarchies Involvement with Topic High Low Learning Model Low Involvement Model Learn Feel Do High Learn Do Feel Product differentiation Dissonance/ Attribution Model Do Feel Learn Low

  10. Activity • Develop THREE ads for toothpaste • using ALL 3 hierarchies: • High • Dissonance • Low

  11. Quote of the Day • If your advertising goes unnoticed, everything else is academic. • William Bernbach • (DDB)

More Related