communication response models
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3Communication Response Models
© 2005 McGraw-Hill Ryerson Limited
Chapter Objectives
• To understand the basic elements of the communication process and the role of communication in marketing.
• To examine various communication response models.
• To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy.
• To examine the nature of consumers’ cognitive processing of marketing communications.
• To summarize an integrative communication response model from a theoretical and managerial perspective.
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The Communications Process
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Source
• Sender or source of communication is the person or organization that has information to share.
• A source can be:– An individual – A nonpersonal entity
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Message
• Contains the information or meaning the source hopes to convey. – Verbal or nonverbal– Written, oral, or symbolic
• Developed as a result of the encoding process.– Encoding involves putting thoughts,
ideas, or information into symbolic form.
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There are many 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
VerbalVerbal GraphicGraphic MusicalMusical
EncodingEncoding
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Semiotics
• The study of the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning.
• Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication.
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The Semiotic Perspective
ObjectBrand such as
Marlboro
ObjectBrand such as
Marlboro
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Interpretant/intended meaning (masculine,rugged
individualistic)
Interpretant/intended meaning (masculine,rugged
individualistic)
ObjectBrand such as
Marlboro
ObjectBrand such as
Marlboro
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Sign or symbolrepresenting
intendedmeaning (Cowboy)
Three Components to every marketing messageThree Components to every marketing message
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What is the symbolic meaning of the Snuggle bear?
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Images encoded in pictures powerfully convey emotions
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Channel
• The method by which the communication travels from the source or sender to the receiver.
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Channels of Communication
Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth
Print Media
Broadcast Media
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Receiver
• The person or people with whom the sender shares thoughts or information.
• Generally consumers in the target market or audience.
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Levels of Audience Aggregation
Figure 3-2
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Marketing to Different Audience Groups
Mass Markets Mass Communication
Market Segments Variety of relevant media
Niche Markets Personal selling or highly targeted media
Small Groups One message and
medium
Individuals Personal
selling
Niche Markets Personal selling or highly targeted media
Market Segments Variety of relevant media
Mass Markets Mass Communication
Small Groups One message and
medium
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Decoding
• Transforming the sender’s message back into thought.
• Heavily influenced by receiver’s frame of reference or field of experience.
• Effective communication more likely when parties share some common ground.
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Noise
• Unplanned distortion or interference.• Examples include:
– Errors or problems during message’s encoding
– Distortion in radio or television signal– Distractions at the point of reception
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Response vs. Feedback
Response• Receiver’s set of reactions after seeing,
hearing, or reading the message.• Feedback is the part of the response
communicated back to the sender.– Closes the loop in the communications
flow and lets sender monitor how encoded message is being decoded and received.
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Models of the Response Process
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1. AIDA Model
• Developed to represent the stages through which a salesperson must take a customer in the personal selling process.
• Buyer is depicted as passing through Attention, Interest, Desire, and Action stages.– Action stage involves closing the sale,
which is the most difficult stage, but most important to the marketer.
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2. Hierarchy of Effects Model
• Paradigm for setting and measuring advertising objectives.
• Shows the process by which advertising works, and that advertising’s effects occur over a period of time.
• Consumer passes through a series of steps in sequential order, from initial awareness of product or service to actual purchase.
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3. Innovation Adoption Model
• Represents the stages a consumer passes through in adopting a new product or service.
• Potential adopters must be moved through a series of steps before deciding to adopt a new product.
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4. Information Processing Model
• Assumes that the receiver in a persuasive communication situation is an information processor or problem solver.
• Steps of being persuaded constitute a response hierarchy.
• Steps are similar to the Hierarchy of Effects sequence.
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Traditional Hierarchy Models are useful because:
• They outline the series of steps potential purchasers must take to move from unawareness of a product or service to readiness to purchase.
• Potential buyers can be identified as present at different stages in the hierarchy.
• Advertiser can identify different communication problems based on each stage of the hierarchy.
• They can be used as intermediate measures of communication effectiveness to guide future communication decisions.
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Alternative Response Hierarchies
High Low
Hig
hLo
w
Perc
eiv
ed
pro
du
ct
diff
ere
nti
ati
on
Learning Model Low Involvement Model
Dissonance/Attribution Model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Cognitive
Conative
Affective
Topical Involvement
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Computers are high-involvement, highly differentiated products.
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Clever ads encourage low involvement learning
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Alternative Response Hierarchies
Figure 3-5
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Implications of Alternative Response Models
IMC programIMC program
Likely response sequence
Likely response sequence
Analyze:
• Communication situation for their product or service
•Involvement levels and product/service differentiation
•Consumers’ use of information sources and levels of experience with product or service
Analyze:
• Communication situation for their product or service
•Involvement levels and product/service differentiation
•Consumers’ use of information sources and levels of experience with product or service
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The Cognitive Response Approach
Figure 3-7
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Cognitive Response Categories
Counter ArgumentsCounter Arguments Support ArgumentsSupport Arguments
Source DerogationSource Derogation Source BolsteringSource Bolstering
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Source BolsteringSource BolsteringSource DerogationSource Derogation
Support ArgumentsSupport ArgumentsCounter ArgumentsCounter Arguments
Affect AttitudeToward the AdAffect AttitudeToward the Ad
Product/Message ThoughtsProduct/Message Thoughts
Source-Oriented ThoughtsSource-Oriented Thoughts
Ad–Execution ThoughtsAd–Execution Thoughts
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Product/Message Thoughts
Counter ArgumentsCounter Arguments Support ArgumentsSupport ArgumentsSupport ArgumentsSupport ArgumentsCounter ArgumentsCounter Arguments
Product/Message ThoughtsProduct/Message Thoughts
•Recipient thoughts opposing message of ad.
•Recipient thoughts opposing message of ad.
•Recipient thoughts affirming message of ad.
•Recipient thoughts affirming message of ad.
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Source-Oriented Thoughts
Source DerogationSource Derogation Source BolsteringSource BolsteringSource BolsteringSource BolsteringSource DerogationSource Derogation
Source-Oriented ThoughtsSource-Oriented Thoughts
•Negative thoughts about spokesperson or organization making the claims.
•Negative thoughts about spokesperson or organization making the claims.
•Positive reactions to spokesperson or organization making the claims.
•Positive reactions to spokesperson or organization making the claims.
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Ad-Execution Thoughts
Ad-Execution ThoughtsAd-Execution Thoughts
•?•? •?•?
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Thoughts Aboutthe Ad Itself
Affect AttitudeToward the AdAffect AttitudeToward the AdAffect Attitude Toward the AdAffect Attitude Toward the Ad
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Elaboration Likelihood Model
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
Peripheral route to persuasion •Low ability and motivation to process a message•Receiver focuses more on peripheral cues rather than message content
Peripheral route to persuasion •Low ability and motivation to process a message•Receiver focuses more on peripheral cues rather than message content
Central route to persuasion •High ability and motivation to process a message •Close attention is paid to message content
Central route to persuasion •High ability and motivation to process a message •Close attention is paid to message content
Routes to attitude change
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Celebrity endorsers can be peripheral cues
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Implications of the ELM
• Level of involvement of consumers in target audience:– HIGH an ad or sales presentation
should contain strong arguments that are difficult for the recipient to refute or counterargue.
– LOW peripheral cues may be more important than detailed message arguments.
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Theoretical Approach to Understanding How Consumers Respond to Advertising
A framework for studying 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.
Advertising InputMessage content, media
scheduling, repetition
Advertising InputMessage content, media
scheduling, repetition
FiltersMotivation, ability,
(involvement)
FiltersMotivation, ability,
(involvement)
ConsumerCognition, Affect,
Experience
ConsumerCognition, Affect,
Experience
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Managerial Approach to Understanding How Consumers Respond to Advertising
Processing and Communication EffectsFigure 3-10