4 communprocess
TRANSCRIPT
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Chapter 4
The communication process
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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
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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
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What’s the buzz?
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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.
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Language and communication
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The communications process
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Source factors
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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
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Louis Vuitton
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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.
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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)
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Nicabate Valentines’ Day
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Communication channels
Personal selling
Word of mouth
Broadcast media
Personal channelsPersonal channels
Print media
Non-personal channels
Non-personal channels
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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.
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Experiential overlap
ReceiverexperienceReceiverexperience
SenderexperienceSender
experience
Different frames of referenceDifferent frames of reference
ReceiverexperienceReceiverexperienceSender
experienceSender
experience
Moderate commonalityModerate commonality
ReceiverExperienceReceiver
ExperienceSenderexperienceSender
experience
High commonalityHigh commonalityReceiverexperience
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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)
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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.
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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
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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
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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.
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Levels of audience aggregation
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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.
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Consumer-initiated marketing communications
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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
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Models of the response process
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Models of obtaining feedback
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Information processing
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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.
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Awareness
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Alternative response hierarchies
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Standard learning hierarchy
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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)
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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
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Foote, Cone & Belding Grid
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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
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Emotional and rational connections
Foote, Cone & Belding Grid (cont.)
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Foote, Cone & Belding Grid (cont.)
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
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Foote, Cone & Belding Grid (cont.)
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
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Foote, Cone & Belding Grid (cont.)
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
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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.
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A model of cognitive response
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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
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Counter arguments
• Insert Exhibit 4.10
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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
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Elaboration likelihood model (ELM)
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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
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Celebrity endorsers as peripheral cues
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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.
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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.
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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.