5 The Communication Process McGraw-Hill/Irwin 5-1 © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. What is the symbolic meaning of the Snuggle bear? 5-2 Models of the Response Process Models Stages AIDA model Hierarchy Innovation Information of effects adoption Processing model Attention Cognitiv Awarenes e s Awarenes Presentatio s n Attention Interest Interest Knowledg Comprehen sion e Affective Desire Yielding Linking Evaluation Similarities / Differences? Preferenc Retention5-3 Aaker's 5 - Stages of Brand Loyalty Friend of Brand Prefers Brand Likes Brand Positive Att. toward Brand Aware of Brand 5-4 Advertising is used to make consumers aware of new products and their features Yes, but. . . Is that what the ad is REALLY trying to do? 5-5 Involvement Concept Possible results of Elicitation of involvement Antecedents of involvement derived from the literature Person factors Needs Importanc Object e - or stimulus factors Interest Differentiation of - Values alternatives - Source of communication – Situational Content factors of communication -Purchase/use -Occasion counterarguments to ads Involvement Effectiveness of ad to induce purchase Relative importance of the product class With advertisements With products With purchase decisions Perceived differences in product attributes Preference of a particular kind Influence of price on brand choice Amount of information on search Time spend deliberating alternatives Type of decision rule used in choice 5-6 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 5-7 Elaboration Likelihood Model (ELM) HIGH LOW E.L Continuum Peripheral Processing Central Processing # of Arguments Arg. Quality Spokesperson Effects Attribute-Based Processing Music Imagery Category-Based Processing Motivation + Ability = Central Processing 5-8 High Involvement Appeals • Factual Information • Hard Data • Appeals to “Experts” • Example (Toshiba Laptop) 5-9 5-10 Low Involvement Appeals • Little or no Factual Information • Imagery • Emotional • Appeals to “Novices” • Example (Toshiba Slide) 5-11 5-12 EXTRA If Time! 5-13 New Product Introduction With / Without Free Sampling % of Households Buying Free Sample Recipients (16.0%) Control Group (11.4%) Time in Months 5-14 5-15 Relationship between Level of Fear and Persuasion Persuasive Effect Texting while driving ad. Level of Fear 5-16 5 The Communication Process McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed The Nature of Communication 5-18 Source Encoding Using a Celebrity 5-19 Forms of Encoding Verbal Graphic Musical Animation 5-20 Message Development Content Design Structure 5-21 An Image Can Convey More Than Words 5-22 Communication Channels Personal Channels Word of Mouth Personal Selling Nonpersonal Channels Print Media Broadcast Media 5-23 Marketers Embrace Buzz Marketing 5-24 Apples for Dessert 5-25 Field of Experience Overlap Different Worlds Sender Experience Receiver Experience Moderate Commonality Sender Experience Receiver Experience High Commonality Receiver Sender Experience Experience Receiver Experience 5-26 Noise in the Communications Process 5-27 Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback 5-28 Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences 5-29 The Response Process 5-30 Obtaining Feedback Effectiveness Tests Persuasion Process Circulation reach Exposure/ presentation Listener, reader, viewer recognition Attention Recall, checklists Comprehension Brand attitudes, purchase intent Message acceptance/ yielding Recall over time Retention Inventory, POP, scanner data Purchase behavior 5-31 Alternative Response Hierarchies High Low Perceived product differentiation Topical Involvement High Low Learning model Low involvement model Cognitive Affective Conative Cognitive Dissonance/ attribution model Conative Conative Affective Cognitive Affective 5-32 Dissonance/Attribution Model 5-33 Low-Involvement Products 5-34 Low Involvement High Involvement The FCB Planning Model Thinking Feeling 1 2 Informative The Thinker Affective The Feeler 3 4 Habit Formation The Doer SelfSatisfaction The Reactor 5-35 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 5-36 LG Connects with Consumer Emotions 5-37 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 thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message 5-38 A Model of Cognitive Response 5-39 Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Source-Oriented Thoughts Source derogation Source bolstering Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad 5-40 Elaboration Likelihood Model (ELM) 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 – 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 5-41 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 5-42 Celebrity Endorsers Can be Peripheral Cues 5-43 How Advertising Works 5-44