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Source, Message & Channel Factors


The Nature of Communication

The communication process is complex, and often unsuccessful

The Communications Process

ReceiverExperienceReceiver

ExperienceSender

ExperienceSender

Experience

Different Worlds


ExperienceSenderExperience

SenderExperience

Moderate Commonality


ExperienceSenderExperience

SenderExperience

High CommonalityReceiver

Experience

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Sources and Spokespersons

Source

Celebrities

CEOs

Experts

Typical persons


– Most common– Featured in 6% of ads– Enhance brand equity– Create emotional bonds– More effective with younger

consumers– Athletes popular– Establish brand personality

Celebrity Spokespersons

– CEOs• Highly visible and

personable• Can be major asset• Financial, positioning or

issues management

– Experts• Expert in their field• Authoritative figures

– Typical persons• Paid actors• Typical, everyday people

Other Spokespeople

Characteristics of an Effective Spokes Person

Credibility

Attractiveness

Trustworthiness Expertise

Similarity Likability

Forms of Encoding

GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrange-ment

•Instrum-entation

•Voices

•Arrange-ment

•Instrum-entation

•Voices

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

Message Strategies

• Cognitive – Mental images, understanding an interpretations of the person, objective or issue

• Affective – Feelings or emotions about the object, topic or idea

• Conative – intentions, actions or behavior


Message Strategies

• Rational arguments or pieces of information

• 5 Strategies– Generic– Preemptive– Unique Selling Proposition– Hyperbole– Comparative

Cognitive Affective Conative


An ad by Bonne Bell using the unique selling proposition

Unique Selling Proposition


Message Strategies

• Resonance• Emotional



Cheerios ad using a resonance, affective message strategy.

Message Strategies


Message Strategies

• Action-inducing• Promotional support



A Fisher Boy ad encouraging consumers to enter the contest.

Message Strategies

CognitiveStrategies

AffectiveStrategies

ConativeStrategies

Strategic Alignment

CognitiveStrategies

AffectiveStrategies

ConativeStrategies

Awareness

Interest

Evaluation

Trial

Reinforcement

Purchase

Strategic Alignment

Advocacy

Message Structure

Recall

Beginning Middle End

Order of Presentation

Primacy Vs. Recency Effects

Primacy

• When opposed to the desired position

• Minimal interest• Low involvement• Examples

– News Release– Print Ad

Recency

• When predisposed to the desired position

• High interest• High involvement• Example

– Tech Feature Article– Blog– Whitepapers

Explicit Vs. Open-Ended Conclusions

Explicit Conclusions

• Generally more easily understood and effective

• Low/average education• Highly complex topic• Low knowledge level• Immediate reaction

Open-Ended Conclusions

• Highly educated audience

• Highly personal issues• High knowledge level• Repeated exposure

Visual vs. Verbal Roles

Visual Messages

• Attracts attention – stops the reader

• Quickly “tells” the story• Illustrates abstract

appeals to improve• acceptance• Develops recall; aids

retention

Verbal Messages

• States the value proposition

• Documents supporting evidence

• Rational appeal aids comprehension

• Call-to-action to drives behavior

Message Appeal Choices

Appeal to the logical, rational minds of

consumers

Appeal to the logical, rational minds of

consumers

Appeal to both Appeal to both

Appeal to the feelings and emotions of

consumers

Appeal to the feelings and emotions of

consumers

Message Platform

Corp

Vision

Corp. Value Prop.

Integrated Value Drivers

Campaign Message

Positioning Statement

Unifying Theme or Tag Line

Campaign Messages – Value driver messages that directly address customer-centric demands with benefits:

Integrated Value Drivers -Customer directed attribute statements capturing

the company’s value

Corporate Value Proposition - Sum total of the benefits promised to customers

Corporate Vision - What the company wants to be

Unifying Theme - A succinct, externally focused message used across all communications messages, tools and tactics.

Positioning Statement – How the market should

perceive the company vis-à-vis the competition

Message Platform

Corp Vision

Corp Value Prop

Integrated Value Drivers

Campaign Messages

Positioning Statement

Tag Line

Campaign Messages – Providing the advanced technology knowhow and supply chain support to turn today’s most innovative ideas into the industry’s most advanced ASICs.

Integrated Value Drivers – GUC provides: (a) the industry’s most complete advanced technology

services , (b ) the most collaborative foundry management services, (c) sophisticated and integrated packaging and test service, (d) fastest time-to-market

and time-to-volume

Corporate Value Proposition The leanest most integrated advanced technology design, manufacturing management and backend services created specifically to enhance today’s ASIC business and help them overcome the technology challenges.

Corporate Vision – Establish and apply our design and technology expertise to producing ASICs that make our customers technology innovators and world economic drivers.

Providing Today Most Advanced ASICs

Positioning Statement – GUC is the Nouveau ASIC company that systems houses, OEMs and large fabless companies turn to for their customized advanced SoC technology. GUC brings them superior design and manufacturing capabilities and flexibility unfettered by burdensome capital constraints.

Message Platform

IMC Infrastructure

Adoption Process Message Framework

Tactical & Media Options

Awareness Cognitive

Interest Cognitive

Evaluation Affective

Trial Affective

Adoption Conative

Reinforcement Affective

Advocacy Conative



Message Development Process

D i s c o v e r A s s e s s D e f i n e V a l i d a t e I m p l e m e n t

Corporate & Regional

Audits

Conducted interviews with key stakeholders to uncover regional perceptions of the company and competitors.

Analysis of secondary data.

Research Evaluation

Organized and distilled the learning from research to then inform the next stage of developing differentiated messages.

Corporate Message/ Platform, Tagline & Unifying Theme

Development

Generated key messages in

priority for each target segment

and identified key value props.

Customer Validation

To conduct

interviews to test and ensure effectiveness of

messages developed.

Eventual integration of

corporate messages and tagline

into marketing

communica-tions.

Tagline Assets

D i s t i n c t

• Relative to our competition the tagline must be differentiated to elevate TSMC’s positioning in the market

C r e d i b l e

• The tagline must be believable and defendable through TSMC’s brand strengths, values and past customer successes

C o m p e l l i n g

• It must be rationally and emotionally relevant to aspire existing and new customers

S u s t a i n a b l e

• Must address current and future issues faced by potential and existing customers

Communication Channel

PersonalChannelsPersonalChannels

Personal Selling

Word of Mouth

Non-personal Channels

Non-personal Channels

Print Media

Broadcast Media

Channel Factors

PersonalPersonal

•Flexible

•Powerful

•Real time

•Flexible

•Powerful

•Real time

• No personal contact

• Geared to a large audience

• Static

• No personal contact

• Geared to a large audience

• Static

NonpersonalNonpersonal