The document discusses models of the communication process including: - The basic communication process involving a sender, receiver, message, channel, and feedback. - Factors that can impact effective communication such as noise, encoding/decoding symbols, and the level of common experiences between the sender and receiver. - Models of how consumers respond to advertising messages including the AIDA model, hierarchy of effects model, and innovation adoption model. - Factors involved in measuring the effectiveness of communication including exposure, attention, comprehension, retention, and purchase behavior.

1. 5
The Communication Process
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

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

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

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

5. Semiotics
Three Components of a marketing message
Object
Brand such as Marlboro
Sign or symbol Interpretant/
representing intended intended meaning
meaning (Cowboy) (masculine,rugged
individualistic)

6. What is the symbolic meaning of the Snuggle
bear?

7. Two Types of Channels
• Direct (Personal)
– One-on-one
– One to group
– Team to group
• Indirect (Media)
– Paid media
– Unpaid media
– Special media

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

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

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

11. Advertising is used to make consumers
aware of new products and their features

12. Models of Obtaining Feedback
Persuasion Process Effectiveness Test
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

13. An Alternative Response Hierarchy
Topical Involvement
High Low
Learning Model Low Involvement
Model
Perceived product
High
differentiation
Cognitive
Cognitive
Affective
Conative
Dissonance/ Conative
Attribution Model
Low
Conative
Affective Affective
Cognitive

14. An ad for a low involvement product

15. Involvement Concept
Antecedents of Possible results
Possible results
Antecedents of of involvement
involvement derived
involvement derived of involvement
from the literature
from the literature Elicitation of
Elicitation of
counterarguments to
counterarguments to
Person factors ads
ads
Person factors
--Needs
Needs
Involvement
Effectiveness of ad to
Effectiveness of ad to
Involvement
--Importance
Importance induce purchase
induce purchase
--Interest
Interest Relative importance of
Relative importance of
--Values
Values
With advertisements
the product class
the product class
With advertisements
Perceived differences
Perceived differences
Object or stimulus factors in product attributes
in product attributes
Object or stimulus factors
--Differentiation of
Differentiation of With products
With products Preference of aa
Preference of
alternatives
alternatives particular kind
particular kind
--Source of communication
Source of communication Influence of price on
Influence of price on
– Content of
– Content of With purchase decisions
With purchase decisions brand choice
brand choice
communication
communication Amount of information
Amount of information
on search
on search
Situational factors
Situational factors Time spend
-Purchase/use Time spend
-Purchase/use deliberating alternatives
deliberating alternatives
-Occasion
-Occasion Type of decision rule
Type of decision rule
used in choice
used in choice

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

17. Foote, Cone & Belding Grid
Thinking
1
Informative
Involvement The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
High
Possible implications
Test: Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration

18. Foote, Cone & Belding Grid
Feeling
2
Affective
Involvement The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn -do (psychological?)
High
Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact

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

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

21. 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

22. A Model of Cognitive Response
Cognitive Responses Attitudes
Product/message
Product/message Brand attitudes
Brand attitudes
thoughts
thoughts
Exposure to
Exposure to Source-oriented
Source-oriented Purchase
Purchase
advertisement
advertisement thoughts
thoughts intention
intention
Ad execution
Ad execution Attitude towards
Attitude towards
thoughts
thoughts the advertisement
the advertisement

23. Cognitive Response Categories
Product/Message Thoughts
Counter arguments, support
arguments
Source - Oriented Thoughts
Source derogation – source
bolstering
Ad – Execution Thoughts
Thoughts about the ad itself
Affect attitude toward the ad
Important determinant of
advertising effectiveness

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

25. Central processing usually occurs for high
involvement products

26. An ad using peripheral cues

27. A framework for studying how advertising
works
Advertising Input
Advertising Input
Message Content, media
Message Content, media
scheduling, repetition
scheduling, repetition
Filters
Filters
Motivation, ability (involvement)
Motivation, ability (involvement)
Consumer
Consumer
Cognition
Cognition Affect
Affect Experience
Experience
Consumer Behavior
Consumer Behavior
Choice, consumption, loyalty,
Choice, consumption, loyalty,
habit, etc.
habit, etc.