1. The Communications Process

3. Models of the Response Process

4. Advertising Creates Awareness for a New Product *Click outside of the video screen to advance to the next slide

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

6. 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

7. Televisions are High Involvement Purchases

8. 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

9. Whirlpool Encourages Women to Connect With Its Appliances on an Emotional Level *Click outside of the video screen to advance to the next slide

10. 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

11. Reminder Advertising: Little detail needed

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

13. A Model of Cognitive Response

14. Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Thoughts about the ad itself Thoughts about the ad itself Source bolstering Source derogation Support arguments Counterarguments Affect / Attitude toward the ad Affect / Attitude toward the ad Cognitive Response Categories Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts

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

16. Celebrity Endorsers Can Be Peripheral Cues