Communication If the truth isn’t tellable, fix it so it is. –John E. Powers If the truth isn’t tellable, fix it so it is. –John E. Powers

Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

Human Communicators Verbal Vocabulary Vocabulary Grammar Grammar Inflection InflectionNonverbal Gestures Gestures Facial expression Facial expression Body language Body language

Product Movie: Bring it On

Source Universal Studios the sender of a message.

Encoding preparation of an ad converting a message into symbols.

Message Channel television ad the medium that carries a message.

Receiver television viewers in a specific target market the intended recipient of a message.

Decoding watching the television ad converting the symbols back into concepts.

Noise mom’s babbling during the commercial. something that interferes with the communications process.

Feedback Kelly talks some guy into taking her to Bring It On. the receiver’s response to the message.

Models of Obtaining Feedback Effectiveness TestPersuasion Process Circulation reach, ratingsExposure, presentation Starch scores, direct observation Attention Interpretation, objective tests Comprehension Attitude scales, purchase intent scales Persuasion Recall, recognition over time Retention/memory Inventory, POP, consumer panel Purchase behavior

Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge) Which comes first?

Foote, Cone & Belding Grid 1 Informative The Thinker 2 Affective The Feeler 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor ThinkingFeeling High Involvement Low Involvement

Foote, Cone & Belding Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement Saturn Ad

Foote, Cone & Belding Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement Victoria’s Secret Ad

Foote, Cone & Belding Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement Trident Ad

Foote, Cone & Belding Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

Communications: 3 Influences Source Factors Message Factors Message Structure Message Structure Message Appeal Message Appeal Channel Factors

Source Attributes and Receiver Processing Modes Source attributeProcess Compliance Power Identification Attractiveness Internalization Credibility

Source Power Stems from: Perceived control Perceived control Perceived concern Perceived concern Perceived scrutiny Perceived scrutiny Stems from: Perceived control Perceived control Perceived concern Perceived concern Perceived scrutiny Perceived scrutiny

Source Attractiveness Similarity Resemblance Resemblance between the source and recipient of the message Familiarity Knowledge Knowledge of the source through repeated or prolonged exposure Likability Affection Affection for the source resulting from physical appearance, behavior, or other personal traits The “Q Score”: Marketing Evaluations, Inc.Marketing Evaluations, Inc.

Source Credibility The extend to which the source is seen as having: Knowledge Knowledge Skill Skill Expertise Expertise And the information is seen to be: Trustworthy Trustworthy Unbiased Unbiased Objective Objective Expertise Trustworthiness

The Use of Celebrities Endorsements The The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product. Testimonials celebrity, usually an expert with experience with the product, attests to its value and worth. Placements brand is "placed" in a movie or TV show where it's seen by the audience and used or associated with the characters.

The Use of Celebrities Dramatizations Celebrity Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods. Representatives The The celebrity agrees to become a spokesperson for the brand through multiple media over an extended time period. Identification celebrity, usually in partnership with a producer, introduces his or her own brand using the celebrity name as the brand name.

Meaning Movement and the Endorsement Process Stage 1 Role 3 Role 2 Objects Persons Context Role 1 Celebrity Stage 2 ProductCelebrity Stage 3 ConsumerProduct

Message Factors Message Structure Central vs. Peripheral cues Central vs. Peripheral cues Order of presentation Order of presentation Conclusion drawing Conclusion drawing Message sidedness Message sidedness Refutation Refutation Verbal versus visual Verbal versus visual

The Elaboration Likelihood Model Exposure to marketing message High involvement with product, message or decision Strong attention focused on central, product-related features and factual information Conscious thoughts about product attributes and use outcomes; high elaboration Enduring attitude change Ad A b Intentions Low involvement with product, message or decision Limited attention focused on peripheral, nonproduct features and feelings Low or nonconscious information processing; little or no elaboration Attitude change through affective route. It is not enduring.

Message Recall and Presentation Order Recall BeginningMiddleEnd

Message Factors Message Appeals Comparative Comparative Fear appeals Fear appeals Humor Humor

Fear Appeals and Message Acceptance Rejection Inhibiting effects Resultant nonmonotonic curve Facilitating effects Level of fear Acceptance

Use of Humor Aids attention and awareness May harm complex copy recall and comprehension May harm complex copy recall and comprehension May aid name and simple copy registration May aid name and simple copy registration May aid retention, if humor related to brand benefits May aid retention, if humor related to brand benefits Effects on persuasion May aid persuasion to switch brands May aid persuasion to switch brands Creates positive mood, enhancing persuasion Creates positive mood, enhancing persuasion Does not aid source credibility Is not effective in bringing about action, sales

Channel Factors Alternative mass media Context and environment Clutter Personal vs. non-personal media

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