Communication Response Models – Chapter 3

The Communications Process

Group Exercise

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

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.

There are many forms of encoding Verbal Spoken Word Written Word Song Lyrics Graphic Pictures Drawings Charts Musical Arrange- ment Instrum- entation Voices Animation Action/ Motion Pace/ Speed Shape/ Form Verbal Graphic Musical

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.

The Semiotic Perspective Three Components to every marketing message Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy)

What is the symbolic meaning of the Snuggle bear?

Images encoded in pictures powerfully convey emotions

Channel The method by which the communication travels from the source or sender to the receiver.

Channels of Communication Personal Selling Personal Channels Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media

Receiver The person or people with whom the sender shares thoughts or information. Generally consumers in the target market or audience.

Marketing to Different Audience Groups Mass Markets  Mass Communication Mass Markets  Mass Communication Market Segments  Variety of relevant media Market Segments  Variety of relevant media Niche Markets  Personal selling or highly targeted media Niche Markets  Personal selling or highly targeted media Small Groups  One message and medium Small Groups  One message and medium Individuals  Personal selling

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.

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

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.

Models of the Response Process

What do all of the models have in common? Series of steps From non-awareness to purchase All follow same sequence: Think Feel Do (learn) Cognitive Affective Conative Think or Learn – Cognitive – what the consumer know or percieves about a brand (includes awareness of brand and characteristics of brand) Feel – Affective - attitude towards brand (like it or don’t) Do – Behavioural – trial or purchase, what the consumer actually does.

Do consumers always follow that model? Can you think of an example of when you followed this traditional model? Do consumers always follow that model? Can you think of an example of when you didn’t follow the traditional model? Assumes all purchases are well thought out and researched, based on information

Alternative Response Hierarchies

Computers are high-involvement, highly differentiated products.

Clever ads encourage low involvement learning

Implications of Alternative Response Models 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 Likely response sequence IMC program

The Cognitive Response Approach Figure 3-7

Cognitive Response Categories Product/Message Thoughts Counter Arguments Support Arguments Counter Arguments Support Arguments Source-Oriented Thoughts Source Derogation Source Bolstering Source Derogation Source Bolstering The Cognitive Response Approach—a commonly used method for examining consumers cognitive processing of advertising messages is through the assessment of their cognitive responses or thoughts that occur to them while reading, viewing, and/or hearing the communication. The focus of this approach, which is commonly used by academic researchers as well as practitioners, is to determine the types of thought evoked by an advertising message and how these responses relate to traditional “outcome” measures such as attitude toward the ad, brand attitudes and purchase intention. The model shown in Figure 3-7 depicts the three basic categories of cognitive responses identified by researchers and their relationship to attitude and intention constructs. These include: Product message thoughts—counterarguments and support arguments Source-oriented thoughts—source derogations and source bolsters Ad execution thoughts—thoughts individuals have toward the ad itself. These thoughts can be either positive or negative and are important because they are related to attitude toward the ad which is an important determinant of advertising effectiveness. Ad–Execution Thoughts Thoughts About the Ad Itself Affect Attitude Toward the Ad Thoughts About the Ad Itself