The Communications Process
Fields of Experience
Source /
Sender
Channel
Encoding
MESSAGE
Decoding
Noise
Response Feedback Loop
Receiver /
Audience
Human Communicators
Verbal



Vocabulary
Grammar
Inflection
Nonverbal



Gestures
Facial expression
Body language
Product
Movie:
Bring it On
Source
• the sender of a
message.
• Universal
Studios
Encoding
• converting a
message into
symbols.
• preparation
of an ad
Message Channel
• the medium that
carries a message.
• television ad
Receiver
• the intended
recipient of a
message.
• television
viewers in a
specific target
market
Decoding
• converting the
symbols back
into concepts.
• watching the
television ad
Noise
• something that
interferes with the
communications
process.
• mom’s
babbling during
the commercial.
Feedback
• the receiver’s
response to the
message.
• Kelly talks
some guy into
taking her to
Bring It On.
Models of Obtaining Feedback
Effectiveness Test
Persuasion Process
Circulation reach, ratings
Exposure, presentation
Starch scores,
direct observation
Attention
Interpretation,
objective tests
Comprehension
Attitude scales,
purchase intent scales
Persuasion
Recall, recognition
over time
Retention/memory
Inventory, POP,
consumer panel
Purchase behavior
Traditional Response Hierarchy Models
Feel
Learn
(like/dislike)
(awareness/knowledge)
Do
(action)
Which comes first?
Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
Thinking
Feeling
1
2
Informative
Affective
The Thinker
The Feeler
3
4
Habit
Formation
SelfSatisfaction
The Doer
The Reactor
Foote, Cone & Belding Grid
Thinking
1
Informative
High
Involvement
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
Saturn Ad
Foote, Cone & Belding Grid
Feeling
2
Affective
High
Involvement
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
Victoria’s Secret Ad
Foote, Cone & Belding Grid
Thinking
3
Habit formation
Low
Involvement
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
Trident Ad
Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
Communications: 3 Influences
Source Factors
Message Factors


Message Structure
Message Appeal
Channel Factors
Source Attributes and
Receiver Processing Modes
Source attribute
Process
Power
Compliance
Attractiveness
Identification
Credibility
Internalization
Source Power
Stems from:



Perceived control
Perceived concern
Perceived scrutiny
Source Attractiveness
Similarity

Resemblance between the source and
recipient of the message
Familiarity

Knowledge of the source through repeated or
prolonged exposure
Likability

Affection for the source resulting from
physical appearance, behavior, or other
personal traits
The “Q Score”: Marketing Evaluations, Inc.
Source Credibility
The extend to which the source is seen
as having:
Knowledge
 Skill
 Expertise

Expertise
And the information is seen to be:
Trustworthy
 Unbiased
 Objective

Trustworthiness
The Use of Celebrities
Endorsements

The celebrity, whether an expert or not, merely agrees
to the use of his or her name and image in the
promotion for the product.
Testimonials

The celebrity, usually an expert with experience with
the product, attests to its value and worth.
Placements

The brand is "placed" in a movie or TV show where it's
seen by the audience and used or associated with the
characters.
The Use of Celebrities
Dramatizations

Celebrity actors or models portray the brand in use
during dramatic enactments designed to show the
goods.
Representatives

The celebrity agrees to become a spokesperson for
the brand through multiple media over an extended
time period.
Identification

The celebrity, usually in partnership with a producer,
introduces his or her own brand using the celebrity
name as the brand name.
Meaning Movement and
the Endorsement Process
Objects
Persons
Context
Role 1
Celebrity Celebrity
Product Product
Consumer
Role 2
Role 3
Stage 1
Stage 2
Stage 3
Message Factors
Message Structure






Central vs. Peripheral cues
Order of presentation
Conclusion drawing
Message sidedness
Refutation
Verbal versus visual
The Elaboration Likelihood Model
Exposure to marketing message
High involvement with
product, message or decision
Low involvement with
product, message or decision
Strong attention focused on
central, product-related features
and factual information
Limited attention focused on
peripheral, nonproduct features and
feelings
Conscious thoughts about product
attributes and use outcomes; high
elaboration
Low or nonconscious information
processing; little or no elaboration
Enduring attitude change
Ad
Ab
Intentions
Attitude change through affective
route. It is not enduring.
Recall
Message Recall and
Presentation Order
Beginning
Middle
End
Message Factors
Message Appeals



Comparative
Fear appeals
Humor
Fear Appeals and Message
Acceptance
Rejection
Acceptance
Facilitating effects
Resultant
nonmonotonic curve
Level of fear
Inhibiting effects
Use of Humor
Aids attention and awareness



May harm complex copy recall and comprehension
May aid name and simple copy registration
May aid retention, if humor related to brand
benefits
Effects on persuasion


May aid persuasion to switch brands
Creates positive mood, enhancing persuasion
Does not aid source credibility
Is not effective in bringing about action, sales
Channel Factors
Alternative mass media
Context and environment
Clutter
Personal vs. non-personal media
Do they have what it takes…?
Jenny Craig ad
007 Trailer
Arizona Dept of Health ad
EDS ad
Pepsi ad
Allegra ad