5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

5-2 What is the symbolic meaning of the Snuggle bear?

5-3 Models of the Response Process Stages Cognitiv e Affective Behavio ral Models AIDA model Attention Interest Desire Action Hierarchy of effects model Awarenes s Knowledg e Linking Preferenc e Convictio n Purchase Innovation adoption Awarenes s Interest Evaluation Trial Adoption Information Processing Presentatio n Attention Comprehen sion Yielding Retention Behavior Similarities / Differences?

5-4

5-5 Advertising is used to make consumers aware of new products and their features Yes, but... Is that what the ad is REALLY trying to do?

5-6 Involvement Concept Antecedents of involvement derived from the literature Person factors - Needs - Importanc e - Interest - Values Object or stimulus factors - Differentiation of alternatives - Source of communication – Content of communication Situational factors -Purchase/use -Occasion Possible results of involvement  Elicitation of counterarguments to ads  Effectiveness of ad to induce purchase  Relative importance of the product class  Perceived differences in product attributes  Preference of a particular kind  Influence of price on brand choice  Amount of information on search  Time spend deliberating alternatives  Type of decision rule used in choice  Elicitation of counterarguments to ads  Effectiveness of ad to induce purchase  Relative importance of the product class  Perceived differences in product attributes  Preference of a particular kind  Influence of price on brand choice  Amount of information on search  Time spend deliberating alternatives  Type of decision rule used in choice Involvement With advertisements With products With purchase decisions Involvement With advertisements With products With purchase decisions Don’t look at this!

5-7 The Elaboration Likelihood Model Routes to attitude change  Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content  Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information

5-8

5-9 High Involvement Appeals Factual Information Hard Data Appeals to “Experts” Example (Toshiba Laptop)

5-10

5-11 Low Involvement Appeals Little or no Factual Information Imagery Emotional Appeals to “Novices” Example (Toshiba Slide)

5-12

5-13 EXTRA If Time!

5-14 New Product Introduction With / Without Free Sampling

5-15

5-16 Texting while driving ad.

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 5 The Communication Process

5-18 The Nature of Communication

5-19 Source Encoding Using a Celebrity

5-20 Forms of Encoding Graphic Verbal Musical Animation

5-21 Message Development Content Structure Design

5-22 An Image Can Convey More Than Words

5-23 Communication Channels Personal Channels Personal Selling Word of Mouth Nonpersonal Channels Print Media Broadcast Media

5-24 Marketers Embrace Buzz Marketing

5-25 Apples for Dessert

5-26 Field of Experience Overlap Receiver Experience Receiver Experience Sender Experience Sender Experience Different Worlds Receiver Experience Receiver Experience Sender Experience Sender Experience Moderate Commonality Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience

5-27 Noise in the Communications Process

5-28 Successful Communication Receive feedback Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience

5-29 Identifying the Target Audience Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences

5-30 The Response Process

5-31 Obtaining Feedback Exposure/ presentation Attention Comprehension Message acceptance/ yielding Message acceptance/ yielding Retention Purchase behavior Circulation reach Listener, reader, viewer recognition Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Brand attitudes, purchase intent Recall over time Inventory, POP, scanner data Effectiveness TestsPersuasion Process

5-32 Alternative Response Hierarchies HighLow High Low Topical Involvement Perceived product differentiation Learning model Low involvement model Dissonance/ attribution model Cognitive Affective Conative Affective Cognitive Conative Affective

5-33 Dissonance/Attribution Model

5-34 Low-Involvement Products

5-35 The FCB Planning Model 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

5-36 Developing Promotional Strategies Ad options based on the FCB grid Rational versus emotional appeals Increasing involvement levels Evaluation of a think-type product on the basis of feelings

5-37 LG Connects with Consumer Emotions

5-38 Cognitive Response A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message

5-39 A Model of Cognitive Response

5-40 Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Affect attitude toward the ad Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

5-41 Elaboration Likelihood Model (ELM) Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Central route – ability and motivation to process a message is high and close attention is paid to message content Routes to Attitude Change

5-42 Test Your Knowledge The elaboration likelihood model (ELM) proposed two routes to persuasion, the central route and the peripheral route. With the peripheral route: A) The message is more likely to be received if a celebrity endorser is used B) The message should lots of information C) The receiver is viewed as very actively involved in the communication process D) The quality of the message claims are more important than the spokesperson, headline, pictures, or music E) The sender is dealing with a high- involvement buying situation

5-43 Celebrity Endorsers Can be Peripheral Cues

5-44 How Advertising Works