Chapter 4 The communication process

Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-1

Chapter 4

The communication process


1. To understand the basic elements of the communication process and the role of communication in marketing.

2. To examine various models of the communication process.

3. To analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy.

4. To examine the nature of consumers’ cognitive processing of marketing communication.

Learning objectives


Response

Traditional models

How they work

Alternative models

AIDAInnovation

adoptionInformation processing

Response hierarchies

Hierarchy of FX

Communication process

Cognitive response

Elaboration likelihood

Standard learning

Dissonance attribution

Low involvement

Central or peripheral

Who

WhomHow

What


What’s the buzz?


The nature of communication

Communication has many diverse definitions. Typical definitions involve the ‘exchange of

ideas’ between a sender and a receiver. Marketing communication is a complex process. Effective communication depends on many

factors, including: the nature of the message the audience’s interpretation of it the environment in which it is received.


Language and communication


The communications process


Source factors


Forms of encoding

GraphicGraphic

• Pictures

• Drawings

• Charts

• Symbols

• Pictures

• Drawings

• Charts

• Symbols

•Spoken word

•Written word

•Song lyrics

•Spoken word

•Written word

•Song lyrics

VerbalVerbal AnimationAnimation

• Action/motion

• Pace/speed

• Shape/form

• Action/motion

• Pace/speed

• Shape/form

MusicalMusical

• Arrangement

• Instrument-ation

• Voices

• Arrangement

• Instrument-ation

• Voices

EncodingEncoding


Louis Vuitton


Message factors The message contains the information or

meaning the source intends to convey.

Messages must be put into a transmittable form appropriate to the channel.

Messages communicate meaning at multiple levels:

literal meaning (conscious)

symbolic meaning (subconscious).

Marketers use individuals trained in semiotics and cultural anthropology to understand conscious and subconscious meanings.


The semiotic perspective

Object (e.g. brand or

product attribute)

Object (e.g. brand or

product attribute)

Sign or symbol(representing

intended meaning)

Sign or symbol(representing

intended meaning)

Three components to every messageThree components to every message

Interpretant(e.g. sexy, glamorous,

individualistic)

Interpretant(e.g. sexy, glamorous,

individualistic)


Nicabate Valentines’ Day


Communication channels

Personal selling

Word of mouth

Broadcast media

Personal channelsPersonal channels

Print media

Non-personal channels

Non-personal channels


Receiver/decoding factors

The receiver is the person or persons with whom the sender wishes to communicate.

Decoding is the process used to understand the message.

Communication is heavily influenced by the receiver’s frame of reference.

Advertisers spend many millions of dollars investigating the audience’s reference frames.

Pre-testing advertisements also provide insights into how messages may be received.


Experiential overlap

ReceiverexperienceReceiverexperience

SenderexperienceSender

experience

Different frames of referenceDifferent frames of reference

ReceiverexperienceReceiverexperienceSender

experienceSender

experience

Moderate commonalityModerate commonality

ReceiverExperienceReceiver

ExperienceSenderexperienceSender

experience

High commonalityHigh commonalityReceiverexperience

Windows User

Is this layout correct?Sender was completely blocking Receiver so I moved it slightly so you could see it was there.


Noise factors

Noise refers to any unplanned distortion to the message.

Sources of noiseSources of noise

White noise(signal transmission)

White noise(signal transmission)

Situational factors(distractions)

Situational factors(distractions)

Clutter(competitive messages)

Clutter(competitive messages)


Response/feedback The set of receiver’s reactions after receiving a

message is known as the response.

Response may include both non-observable and observable actions.

Feedback closes the loop and allows marketers to monitor message effectiveness.

Advertisers spend many millions of dollars investigating the audience’s reference frames.

Pre-testing advertisements also provide insights into how messages may be received.

Windows User

Last 2 pts are repeated from slide 15. Are they still relevant here? Is this confusing? Should their relevance (if any) be made clearer here?Also had to update notes summary overview as was directly copied from slide 15Is Use of this slide still relevant?


Feedback

Feedback refers to the receiver’s set of reactions after being exposed to an advertising message.

Receiver’s responses can be observable or non-observable Observable feedback

sales, purchasing or shopping behaviour Non-observable feedback

advertising/brand awareness; advertising/brand attitude


Feedback (cont.)

Observable feedback

Observable feedback

Non-observable feedback

Non-observable feedback

Sales/enquiries

Purchasing behaviours

Research-based measures

Coupon redemptions

Recall/awareness

Message comprehension

Receiver’s responses


Analysing the receiver

The marketing communication process begins when the marketer identifies the audience that will be the focus of the message.

Marketing communication may be directed at different audience levels: advertising—mass markets personal sales—individual customers direct response—receptive groups.


Levels of audience aggregation


Brand touch points Brand touch points refer to those occasions when

a customer (or potential customer) comes into contact with the brand.

Touch points planning recognises that consumers may assume responsibility for initiating the flow of communications.

Mapping consumer touch-points allows marketers to determine when and where to communicate with the customer in an integrated manner.


Consumer-initiated marketing communications


Response

Traditional models

How they work

Alternative models

AIDAInnovation



Hierarchy of FX


Cognitive response


Standard learning


Low involvement


Who

WhomHow

What


Models of the response process


Models of obtaining feedback


Information processing


Implications of response models

All response models see consumers as moving through a series of stages (cognitive, conative and affective).

This suggests that advertisers face potential buyers at different stages of the hierarchy.

Each stage of the hierarchy poses different communication challenges.

Research may be useful to determine each segment’s levels of awareness, liking, etc.


Awareness


Alternative response hierarchies


Standard learning hierarchy


Low-involvement hierarchy

In low-involvement situations: the consumer engages in passive learning and random

information catching rather than active information seeking. consumers do not compare the message with previously

acquired beliefs, needs or past experiences. the consumer’s perceptual defenses are reduced or absent advertising results in subtle changes to consumers’

knowledge structure.

Affective(feel)

Affective(feel)

Cognitive(learn)

Cognitive(learn)

Conative(do)

Conative(do)


IMC implications for low-involvement products

Advertisers of low-involvement goods use: repetition of product claims copy elements that do not require significant levels of information processing

simple benefits or umbrella concepts catchy jingles

PurchasePurchaseMessage exposure(under low involvement)

Message exposure(under low involvement)

Shift in cognitive structure

Shift in cognitive structure

Brand experience(Positive or negative)

Brand experience(Positive or negative) Attitude formationAttitude formation


Foote, Cone & Belding Grid


Foote, Cone & Belding Grid (cont.)

1InformativeThe thinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative:Specific information

Demonstration

Thinking

Hig

h

involv

em

en

t


Emotional and rational connections




2AffectiveThe feelerJewellery-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative:Executional

Impact

Hig

h

involv

em

en

t

Feeling



3Habit formationThe doerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second IDsRadio; point of sale

Creative:Reminder

Thinking

Low

in

volv

em

en

t



4Self-satisfactionThe reactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of sale

Creative:Attention

Feeling

Low

in

volv

em

en

t


Cognitive response

A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing or reading communications.

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.Examines types of thoughts that are evoked by an advertising message.

Consumers write down or verbally report their reactions to a message.Consumers write down or verbally report their reactions to a message.


A model of cognitive response


Cognitive response categories

CounterargumentsCounterarguments Support argumentsSupport arguments

Source derogationSource derogation Source bolsteringSource bolstering

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Affect attitudetoward the ad

Affect attitudetoward the ad

Product/message thoughtsProduct/message thoughts

Source-oriented thoughtsSource-oriented thoughts

Ad execution thoughtsAd execution thoughts


Counter arguments

• Insert Exhibit 4.10


Response

Traditional models

How they work

Alternative models

AIDAInnovation



Hierarchy of FX


Cognitive response


Standard learning


Low involvement


Who

WhomHow

What


Elaboration likelihood model (ELM)


Elaboration likelihood model (ELM) (cont.)

Peripheral routeAbility and motivation to process a message is low and receiver focuses more on peripheral cues than message content

Peripheral routeAbility and motivation to process a message is low and receiver focuses more on peripheral cues than message content

Central routeAbility and motivation to process a message is high and close attention is paid to message content

Central routeAbility and motivation to process a message is high and close attention is paid to message content

Routes to attitude change

Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information

Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information


Celebrity endorsers as peripheral cues


Implications of ELM ELM is a model of attitude formation and change

that recognises two forms of information processing.

Level of consumer involvement is directly related to information processing.

In low-involvement situations consumers may rely on peripheral cues rather than detailed message arguments.

In high-involvement situations consumers are motivated to process detailed message arguments.


How advertising works

Advertising inputMessage content, media

scheduling, repetition

Advertising inputMessage content, media

scheduling, repetition

FiltersMotivation, ability,

(involvement)

FiltersMotivation, ability,

(involvement)

ConsumerCognition, affect, experience

ConsumerCognition, affect, experience

Consumer behaviourChoice, consumption,

loyalty, habit, etc.

Consumer behaviourChoice, consumption,

loyalty, habit, etc.


Summary and conclusions

IMC planning begins with the receiver or target audience, as marketers must understand how the audience is likely to respond to various sources of communication or types of messages.

Many different models explain consumer information processing activities.

There are three critical intermediate effects between marketing communication and purchase: cognition, affect and experience.

Advertisers need to learn as much as possible about their target audiences and how they respond to marketing communications.

Documents

Chapter 4 The communication process