1. Chapter 4 The communication process

2. Learning objectives
To understand the basic elements of the communication process and the role of communication in marketing.
To examine various models of the communication process.
To analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy.
To examine the nature of consumers’ cognitive processing of marketing communication.
Relation to text
This slide sets out the chapter’s learning objectives on p. 86 of the text.

3. Cognitive response How they work Elaboration likelihood Response
Who
Cognitive
response
What
Response
Communication
process
How they
work
How
Whom
Elaboration
likelihood
Response
hierarchies
Traditional
models
Central or
peripheral
Alternative
models
Relation to text
This slide presents a mind map of the key topics/concepts covered in Chapter 4 as shown on p. 86 of the text.
These mind maps which are used throughout the text and the slide presentations provides a signposts for the topics to be covered by a presentation or a span of slides within a presentation, allowing learners to see what has been covered and/or what topics remain to be covered.
Use of this slide
This is an introductory slide.
AIDA
Innovation
adoption
Information
processing
Hierarchy of FX
Standard
learning
Dissonance
attribution
Low
involvement

4. What’s the buzz? Relation to text
This slide presents a screen capture of the Dotti website.
Summary overview
While many marketers have used their online presence and social media to engage in buzz marketing, fashion retailer Dotti, owned by the Just Group, has combined their website with Facebook in novel ways to reach their target market of young females. Dotti relaunched its website, Dotti nation, to cultivate an online community of followers allowing users to interact with their Facebook profile without leaving the Dotti site. The site allows Dotti users to create content and to interact with other users. The site has also allowed Dotti to assemble a stealth ‘salesforce’ of influential girls belonging to its ‘Dotti hottie’ bloggers group on the website. The bloggers appeal to Dotti’s audience of 16- to 24-year-old girls and are recruited to write on the website. The Dotti hotties are selected and organised by Dotti, which looks for girls with a wide social circle and the gift of the gab. The integration with Facebook allows almost every section of the site to be available for comment and social sharing.
Use of this slide
This practical example can be used to discuss insightful use of social networks to target specific members of the audience and harness their value to create a buzz.

5. The nature of communication
Communication has many diverse definitions.
Typical definitions involve the ‘exchange of ideas’ between a sender and a receiver.
Marketing communication is a complex process.
Effective communication depends on many factors, including:
the nature of the message
the audience’s interpretation of it
the environment in which it is received.
Relation to text This slide relates to material on p. 89 of the text.
Summary overview This slide introduces the concept of communication and the difficulty identifying a commonly accepted definition.
Use of this slide This slide can be used to explore the distinction between general communications and marketing communications.

6. Language and communication
Relation to text This slide relates to material on p. 90 of the text and Exhibit 4.1.
Summary overview Language is one of the major barriers to effective communication. In a multicultural nation such as Australia, marketers may remake advertising in multiple languages. This slide presents two advertisements produced in Vietnamese.
Use of this slide This slide can be used to discuss the advantages of producing ads in languages other than English to communicate with defined, ethnic markets.

7. The communications process
Relation to text This slide relates to material on p. 91 of the text and Figure 4.1.
Summary overview This slide provides an overview of the basic elements of the communications process, which includes:
source/sender—the person or organisation that has information to share
receiver —person(s) with whom the sender is sharing thoughts
message—the information the source hopes to convey
channel —method by which the communication travels from source to receiver
encoding —putting thoughts, ideas or information into symbolic form
decoding —transforming the sender’s message back into thought
response —receiver’s reactions after seeing, hearing or reading the message
feedback—part of the receiver’s response that is communicated back to the sender
noise —unplanned distortion or interference.
Use of this slide This slide can be used to introduce the communication process and discuss the basic elements in a communication system. It is important for students to understand each of these elements and the role they play in the communication process.

8. Source factors
Relation to text This slide relates to material on p. 91 of the text and Exhibit 4.2.
Summary overview
Receivers’ perceptions of the source influence how the communications model is received. In Exhibit 4.2, the actor Daniel Craig appears as a spokesperson for the Omega brand. The source of many ads is the company, since no specific spokesperson or source is shown. However, in the Omega Watch ad shown in Exhibit 4.2 the actor Daniel Craig who played the James Bond 007 character is a spokesperson for the Omega Watch company. Interestingly, Omega have brand ambassadors who act as spokespeople for the brand. They include ‘007’ Daniel Craig, Michelle Wie (golfer), Yang Ziyi (actress) and George Clooney (actor). Given that the receiver’s perceptions of the source influence how the communication is received, marketers must be careful to select a communicator who the receiver believes is knowledgeable and trustworthy, or with whom the receiver can identify or relate to in some manner.
Use of this slide This slide can be used to discuss the benefits and risks associated with using high profile personalities in advertising.

9. Forms of encoding Encoding Verbal Graphic Musical Animation
Spoken word
Written word
Song lyrics
Verbal
Graphic
Pictures
Drawings
Charts
Symbols
Musical
Arrangement
Instrument- ation
Voices
Animation
Action/ motion
Pace/speed
Shape/form
Relation to text This material relates to material on p. 91 of the text, which discusses encoding.
Summary overview This slide summarises the various forms of encoding, which is the process by which thoughts or ideas are put into a symbolic form. The sender’s goal is to encode the message in such a way that it will be understood by the receiver. The various forms by which a message can be encoded include:
verbal
graphic
musical
animation.
Use of this slide This slide can be used to explain the various forms by which messages can be encoded by the sender.

10. Louis Vuitton
Relation to text This slide relates to the material on p. 92 of the text and Exhibit 4.3, which illustrates an advertising execution that uses graphic images exclusively to encode its message.
Summary overview Exhibit 4.3 uses only pictures to deliver its message. However, the use of the pictures is an effective way to communicate Louis Vuitton’s intended message of the high fashion, classic design and styling of its handbags.
Use of this slide This slide can be used as part of a discussion of semiotics. Subject presenters might like to have the class discuss some of the interpretants for the up-market positioning evident in the advertisement.

11. Message factors
The message contains the information or meaning the source intends to convey.
Messages must be put into a transmittable form appropriate to the channel.
Messages communicate meaning at multiple levels:
literal meaning (conscious)
symbolic meaning (subconscious).
Marketers use individuals trained in semiotics and cultural anthropology to understand conscious and subconscious meanings.
Relation to text This slide relates to material on p of the text.
Summary overview This slide introduces the range of message factors, especially the multi-layered nature of communications and the different ways that messages can be understood.
Use of this slide This slide can be used to explore the inter-disciplinary nature of marketing communications involving marketers, researchers, graphic designers and people trained in specialist disciplines such as semiotics (the study of signs and their meanings) and cultural anthropology (the study of how signs are used in society).

12. The semiotic perspective
Three components to every message
Object
(e.g. brand or product attribute)
Relation to text This slide relates to material on p. 92 of the text.
Summary overview The encoding process leads to the development of a message that contains the information or meaning the source hopes to convey. To better understand the symbolic meaning that might be conveyed in a communication, marketing researchers have been focusing on semiotics, which studies the nature of meaning and asks how things such as words, gestures, signs, products, symbols acquire meaning. From a semiotic perspective every marketing message has three components:
object—product or brand that is the focus of the message, that is the focus of the message
sign or symbol—sensory imagery that represents the intended meanings of the object
interpretant—intended meaning or the meaning derived (sexy, glamorous, up-market, individualistic, etc.).
Use of slide This slide can be used to demonstrate the use of semiotics as a technique to develop a meaningful communications message. It can be helpful in analysing how various aspects of the marketing program—such as advertising messages, packaging, brand names, and even the non-verbal communications of sales people—are interpreted by the receivers. Marketers can use experts trained in semiotics or cultural anthropology to assist with message development activities.
Interpretant
(e.g. sexy, glamorous, individualistic)
Sign or symbol
(representing intended meaning)

13. Nicabate Valentines’ Day
Relation to text This slide relates to the material on p. 93 of the text and Exhibit 4.4, which shows a Nicabate Valentines’ Day ad and a design informed by semiotics.
Summary overview Exhibit 4.4 uses many well-known and culturally understood symbols to suggest romance or love. For example, the imagery of love was in evidence with hearts, hugs and lips used by many of the advertisers or in Cupid as in this ad.
Use of this slide This slide can be used as part of a discussion of encoding messages into forms that will resonate with the target audience.

14. Communication channels
Personal selling
Personal channels
Word of mouth
Relation to text This slide relates to material on p. 93 of the text.
Summary overview Communication channels are traditionally classified as personal and non-personal.
Personal channels consist of direct, interpersonal (face-to-face) contact with individuals or groups. Sales people serve as personal channels when they deliver their sales messages. Social channels such as friends, family and co-workers can be a powerful personal source of information through what is commonly referred to as word-of-mouth communications. Many companies are working to generate positive word-of-mouth discussions for their companies or brands.
Non-personal channels are those that carry a message without personal contact between sender and receiver. Non-personal channels are generally referred to as mass media and include various forms of print and broadcast media.
Use of this slide This slide can be used to explain the communication channels of the communication process and the difference between personal and non-personal channels. Both can be used very effectively in advertising and promotion programs.
Print media
Non-personal channels
Broadcast media

15. Receiver/decoding factors
The receiver is the person or persons with whom the sender wishes to communicate.
Decoding is the process used to understand the message.
Communication is heavily influenced by the receiver’s frame of reference.
Advertisers spend many millions of dollars investigating the audience’s reference frames.
Pre-testing advertisements also provide insights into how messages may be received.
Relation to text This slide relates to material on pp. 94–98 of the text.
Summary overview This slide provides definitions of the ‘receiver’ and ‘decoding’.
Use of this slide This slide can be used as the starting point for a discussion of effective communication: the message decoding process of the receiver must match the encoding of the sender.

16. Different frames of reference
Experiential overlap
Different frames of reference
Sender
experience
Receiver
experience
Moderate commonality
Relation to text This slide relates to material on p. 94 of the text.
Summary overview Decoding the message can be heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes and values he/she brings to the communication situation. Effective communication is more likely when there is some common ground between the two parties. This slide illustrates this concept by showing different levels of experiential overlap, ranging from the sender and receiver being in different worlds, to moderate and high overlap or commonality. As shown in the diagram, the image at then top shows that sender and receiver are not ‘on the same page’ and are likely to experience difficulties with high fidelity communications. The more overlap present in their experiences the greater chance of effective and meaningful communication.
Use of this slide This slide can be used to demonstrate that for effective communication to occur the message decoding process of the receiver must match the encoding of the sender. Although this may seem very basic, it is in fact an area where difficulties are likely to occur. This notion can cause great difficulty in the advertising communication process because marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate. These differences can result from differences in characteristics such as age, education, profession, lifestyle, and other factors.
Receiver
experience
Sender
experience
Receiver
Experience
Sender
experience
High commonality

17. Noise factors Sources of noise
Noise refers to any unplanned distortion to the message.
Sources of noise
White noise
(signal transmission)
Clutter
(competitive messages)
Situational factors
(distractions)
Relation to text This slide relates to material on p. 94 of the text.
Summary overview This slide introduces the concept of noise. There are different types of noise:
White noise refers to faults in signal transmission (and is often visible as white lines on a TV screen).
Situational factors are distractions arising from the audience member’s environment such as phone calls, conversation with family and friends, channel surfing, etc., or different frames of reference.
Clutter consists of competing messages from competitors. It can also be a source of noise, especially when audience members are using multiple media simultaneously.
Use of this slide This slide can be used to explore the distinction between controllable and uncontrollable elements in marketing communications and the ways that these elements affect message fidelity.

18. Response/feedback
The set of receiver’s reactions after receiving a message is known as the response.
Response may include both non-observable and observable actions.
Feedback closes the loop and allows marketers to monitor message effectiveness.
Advertisers spend many millions of dollars investigating the audience’s reference frames.
Pre-testing advertisements also provide insights into how messages may be received.
Relation to text This slide relates to material on p. 96 of the text.
Summary overview This slide provides definitions of the ‘response’.
Use of this slide This slide can be used as the starting point for a discussion of effective communication: the message decoding process of the receiver must match the encoding of the sender.

19. Feedback
Feedback refers to the receiver’s set of reactions after being exposed to an advertising message.
Receiver’s responses can be observable or non-observable
Observable feedback
sales, purchasing or shopping behaviour
Non-observable feedback
advertising/brand awareness; advertising/brand attitude
Relation to text This slide relates to material on p. 96 of the text.
Summary overview This slide introduces the concept of feedback in a communications loop. Feedback is important since it is one of the most important ways that a marketer tests whether the message has been faithfully received.
Use of this slide This slide can be used to explore the different types of feedback available to marketers.

20. Non-observable feedback
Feedback (cont.)
Receiver’s responses
Observable feedback
Non-observable feedback
Sales/enquiries
Purchasing behaviours
Research-based measures
Coupon redemptions
Recall/awareness
Message comprehension
Relation to text This slide relates to material on p. 96 of the text.
Summary overview See previous slide

21. Analysing the receiver
The marketing communication process begins when the marketer identifies the audience that will be the focus of the message.
Marketing communication may be directed at different audience levels:
advertising—mass markets
personal sales—individual customers
direct response—receptive groups.
Relation to text This slide relates to material on pp of the text.
Summary overview This slide introduces the concept of communications and the difficulty identifying a commonly accepted definition.
Use of this slide This slide can be used to explore the distinction between general communications and marketing communications.

22. Levels of audience aggregation
Relation to text This slide relates to material on p. 97 of the text and Figure 4.2.
Summary overview The marketing communication process begins with identifying the audience that will be the focus of the firm’s advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments or a mass audience. This slide shows the various levels of the audience aggregation, which include:
individuals—those with specific needs for whom a message must be specifically tailored
small groups—multiple people in the audience who are involved in the purchase decision, such as families or people who are members of a buying centre
niche markets—smaller, well-defined markets consisting of customers who have similar needs
market segments—broader classes of people who have similar needs and can be reached with similar messages
mass markets—markets consisting of large numbers of potential customers.
Use of this slide This slide can be used to show the various types of markets and customers that can be identified as targeted audiences. Marketers usually approach each of these audiences differently from a communications perspective.

23. Brand touch points
Brand touch points refer to those occasions when a customer (or potential customer) comes into contact with the brand.
Touch points planning recognises that consumers may assume responsibility for initiating the flow of communications.
Mapping consumer touch-points allows marketers to determine when and where to communicate with the customer in an integrated manner.
Relation to text This slide relates to material on p. 98 of the text.
Summary overview This slide introduces the concept of brand touch points, a relatively new and increasingly powerful way of envisaging marketing communications. Brand touch points allow for more interactive communications between brands and audiences. It also allows for the possibility of consumer-initiated communications.
Use of this slide This slide can be used to explore the variety of brand touch points and the concept of brand engagement.
If time permits, learners may benefit from viewing the Institute of Practicing Advertisers (IPA) touch points database, which provides rich detail about how consumers integrate media into their lifestyles. This is a very detailed database, only some of which is accessible to interested members of the public. Links are provided below:
IPA Touchpoints DataBase (2007)
IPA Touchpoints (2008)

24. Consumer-initiated marketing communications
Relation to text This slide relates to material on p. 98 of the text and Figure 4.3.
Summary overview This slide introduces the concept of consumer-initiated marketing communications. In traditional models of communications, such as that in Figure 4.1, communication is largely a one-way, impersonal process. Increasingly, however, marketers are seeing communication as an interactive dialogue with customers. Figure 4.3 illustrates this.
Use of this slide This slide can be used to explore some of the channels used by consumers to communicate with brand marketers.

25. Cognitive response How they work Elaboration likelihood Response
Who
Cognitive
response
What
Response
Communication
process
How they
work
How
Whom
Elaboration
likelihood
Response
hierarchies
Traditional
models
Central or
peripheral
Alternative
models
Relation to text
This is a transition slide
AIDA
Innovation
adoption
Information
processing
Hierarchy of FX
Standard
learning
Dissonance
attribution
Low
involvement

26. Models of the response process
Relation to text This slide relate to material on p. 99 of the text and Figure 4.4.
Summary overview This slide shows various examples of hierarchical response models that have been developed through the years to depict the stages consumers/customers go through as they learn about a company’s product or service and move to a stage of purchase readiness or actual behaviour. These four models include:
AIDA model—developed to depict the stages in the personal selling process
hierarchy of effects model—shows the process by which advertising works
innovation adoption model—shows the stages a consumer passes through in the process of adopting a new product
information processing model—a model through which a consumer must pass to be influenced by advertising.
Use of this slide This slide can be used to provide an overview of the various hierarchical response models that have been developed through the years. It should be noted that each of these models views the consumer as passing through a cognitive, affective and behavioural stage. It is also worth noting that each model was developed for different types of communications activities.

27. Models of obtaining feedback
Relation to text This slide relates to material on p. 102 and Figure 4.5 of the text.
Summary overview This slide shows that there are various stages of the persuasion process that marketers want to attain. Each stage can be measured, providing the advertiser with feedback regarding the effectiveness of various strategies designed to move the consumer closer to purchase. The types of effectiveness tests that can be used to measure each step of the persuasion process are included on this slide.
Use of this slide This slide can be used to demonstrate the various methods of obtaining feedback given at each stage of the persuasion process. There are a variety of measures that are appropriate to use depending on where the customer is in the persuasion process and the type of communications being used.

28. Information processing
Relation to text
This slide presents an advertisement for Budget Freedom as shown in Exhibit 4.5
Summary overview
Each stage of the response hierarchy is a dependent variable that must be attained and that may serve as an objective of the communication process. As shown in Figure 4.5, each stage can be measured, providing the advertiser with feedback regarding the effectiveness of various strategies designed to move the consumer to purchase.
Use of this slide
This slide can be used to illustrate that the information processing model may be an effective framework for planning and evaluating the effects of a marketing communication campaign.

29. Implications of response models
All response models see consumers as moving through a series of stages (cognitive, conative and affective).
This suggests that advertisers face potential buyers at different stages of the hierarchy.
Each stage of the hierarchy poses different communication challenges.
Research may be useful to determine each segment’s levels of awareness, liking, etc.
Relation to text This slide relates to material on pp. 102–103 of the text.
Summary overview This slide summarises the benefits of response models to marketing communication planners.
Use of this slide This slide can be used to encourage students to describe how the response models apply to different stages of the communication process.

30. Awareness Relation to text
This slide presents an advertisement for Samsung 3D TV as shown in Exhibit 4.5, p. 103
Summary overview
The hierarchy of effect model suggests that potential buyers may be at different stages in the hierarchy, so the advertiser will face different sets of communication problems. For example, a company introducing an innovative product like Samsung’s 3D TV will need to create general product awareness—that is awareness of the product and its features before creating brand awareness or brand attitude.
Use of this slide
This slide can be used to discuss the various stages of the hierarchy of effects model.

31. Alternative response hierarchies
Relation to text This slide relates to material on p. 104 of the text and Figure 4.6.
Summary overview Michael Ray has developed a model of information processing that identifies three alternative orderings of the three stages based on perceived product differentiation and product involvement. The three alternative hierarchies include:
standard learning hierarchy = learn feel do sequence. The consumer is viewed as an active participant and this sequence is likely when there is much differentiation among brands and the consumer is highly involved in the purchase process.
dissonance/attribution hierarchy = do feel learn sequence. Occurs when consumers must choose between two alternatives that are similar in quality but are complex and may have unknown attributes. Focus of mass media should be on reducing dissonance after purchase.
low involvement hierarchy = learn do feel sequence. Occurs when involvement in the purchase decision is low, there are minimal differences among brand alternatives, and mass-media advertising is important.
Use of this slide This slide can be used to explain Michaels Ray’s alternative response hierarchies. Understanding these alternative response sequences is important to marketers as they must recognise that not all purchase decisions are explained adequately by the traditional response hierarchy. From a promotional perspective, it is important that marketers examine the communication situation for their product or service and determine the type of response process that is most likely to occur.

32. Standard learning hierarchy
Relation to text
This slide relates to the material on p. 105 of the text and Exhibit 4.7, which discuss the standard learning model.
Summary overview
This slide shows a print ad for the Nissan Navara. This advertisement provides information about the offer as part of the standard learning hierarchy, which proposes that information learned about the brand is used as a basis for developing feelings that guide what the consumer will do. In this hierarchy, the consumer is viewed as an active participant in the process. Marketing communications is just one of the sources of information used to acquire information about products and brands.
Use of this slide
This slide can be used to discuss the types of information consumers would want when they are interested in purchasing a high ticket item such as a motor vehicle.

33. Low-involvement hierarchy
Cognitive
(learn)
Conative
(do)
Affective
(feel)
In low-involvement situations:
the consumer engages in passive learning and random information catching rather than active information seeking.
consumers do not compare the message with previously acquired beliefs, needs or past experiences.
the consumer’s perceptual defenses are reduced or absent
advertising results in subtle changes to consumers’ knowledge structure.
Relation to text This slide relates to material on p. 105–106 of the text.
Summary overview This slide introduces the concept of low-involvement hierarchy and its implications in advertising. Low-involvement is the learn-do-feel sequence.
Use of this slide This slide can be used to discuss types of products that might be classified as low involvement and what this means for advertising.

34. IMC implications for low-involvement products
Message exposure
(under low involvement)
Shift in cognitive structure
Purchase
Brand experience
(Positive or negative)
Attitude formation
Relation to text This slide relates to material on p. 107 of the text.
Summary overview This slide extends the concept of low-involvement theory by focusing on the implications for developing messages strategy.
Use of this slide This slide can be used to discuss messages strategy for different types of goods.
Advertisers of low-involvement goods use:
repetition of product claims
copy elements that do not require significant levels of information processing
simple benefits or umbrella concepts
catchy jingles

35. Foote, Cone & Belding Grid
Relation to text This slide relates to material on pp. 107–109 of the text and Figure 4.7.
Summary overview This slide shows the advertising planning model developed by associates from the Foote, Cone & Belding agency. This model builds on traditional response theories, such as the hierarchy of effects model and its variants, and research on high and low involvement. They added the dimensions of thinking versus feeling processes at each involvement level. Their model is known as the FCB grid and delineates four primary advertising planning strategies:
informative—for highly involved purchases where rational thinking and economic considerations prevail
affective—for highly involved/feeling purchases. These types of products should be advertised stressing psychological and emotional motives
habit formation—for low involvement/thinking products where routine behaviour patterns and learning occurs most often after purchase
self-satisfaction—low involvement/feeling products where appeals to sensory pleasures and social motives are important.
Use of this slide This slide can be used as part of a discussion of the FCB grid, which provides a useful way for those involved in the advertising planning process to analyse consumer/product relationships and develop appropriate promotional strategies. It is also useful in developing effective creative options such as using rational versus emotional appeals, increasing involvement levels, or even getting customers to evaluate a think-type product on the basis of feeling.

36. Foote, Cone & Belding Grid (cont.)
Thinking 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
Relation to text This slide relates to material on p. 108 of the text and Figure 4.7.
Summary overview This slide shows in detail the informative (thinker) cell of the FCB Grid, which is characterised by the following:
highly involved purchases where rational thinking and economic considerations prevail
a learn feel do response sequence
product examples: car, house, furniture, and new products
possible implications
tests: recall, diagnostics
media: long copy
creative: demonstration, information.
Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The informative strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyse consumer/product relationships and develop appropriate promotional strategies.
High involvement

37. Emotional and rational connections
Foote, Cone & Belding Grid (cont.)
Emotional and rational connections
Relation to text
This slide relates to the material on p. 109 of the text and Exhibit 4.9.
Summary overview
This slide shows a print ad for Asia Paints. The copy contains both rational appeals and emotional appeals.
The rational appeal—a low odour paint presented as a solution to the problem of irritating solvents normally present in paints.
The emotional appeal of the sleeping child is presented as a more basic appeal to parents who wish to protect their families.
Use of this slide
This slide can be used as an example of the FCB model in application. The rational (thinking) fits into cell 1 while the emotional (feeling) fits into cell 2.

38. Foote, Cone & Belding Grid (cont.)
Feeling 2
Affective
The feeler
Jewellery-cosmetics-fashion goods
Model: Feel-learn-do (psychological?)
Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact
Relation to text This slide relates to material on pp. 107–109 of the text and Figure 4.7.
Summary overview This slide shows in detail the affective (feeler) cell of the FCB Grid, which is characterised by:
highly involved/feeling purchases
a feel learn do response sequence
product examples: jewellery, cosmetics, fashion products
possible implications
tests: attitude change, emotional arousal
media: image, large space
creative: impact, executional
Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The affective strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyse consumer/product relationships and develop appropriate promotional strategies.
High involvement

39. Foote, Cone & Belding Grid (cont.)
Thinking 3
Habit formation
The doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test: Sales
Media: Small space ads
10-second IDs
Radio; point of sale
Creative: Reminder
Relation to text This slide relates to material on p. 108 of the text and Figure 4.7.
Summary overview This slide shows in detail the habit formation (doer) cell of the FCB Grid, which is characterised by the following:
low-involvement/thinking purchases
a do learn feel response sequence
product examples: food, household items
possible implications
tests: sales
media: small space ads, radio, pop
creative: reminder advertising
Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The habit formation strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyse consumer/product relationships and develop appropriate promotional strategies. It is worth noting that the habit formation model is consistent with the low-involvement hierarchy covered in the preceding section.
Low involvement

40. Foote, Cone & Belding Grid (cont.)
Feeling 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
Relation to text This slide relates to material on p. 108 of the text and Figure 4.7.
Summary overview This slide shows in detail the self-satisfaction strategy (reactor) cell of the FCB Grid, which is characterised by the following:
low-involvement/feeling purchases
a do feel learn response sequence
product examples: cigarettes, liquor, candy
possible implications
tests: sales
media: billboards, newspapers, pop
creative: attention advertising
Use of this slide This slide can be used to explain in more detail each of the four planning strategies of the FCB model. The self-satisfaction strategy is the focus of this slide. It provides a useful way for those involved in the advertising planning process to analyse consumer-product relationships and develop appropriate promotional strategies.
Low involvement

41. Cognitive response
A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing or reading communications.
Relation to text This slide relates to the material on pp of the text.
Summary overview This slide provides a definition of the cognitive response approach to examining consumers’ processing of advertising messages. This approach examines the type of thoughts that are evoked by an advertising message by having consumers write down or verbally report their reactions to a message.
Use of this slide This slide can be used to introduce the cognitive response approach to understanding the nature of consumers’ reactions to persuasive messages. It is widely used in research by both academics and advertising practitioners to determine the types of responses evoked by an advertising message and how these thoughts relate to attitudes toward the ad, brand attitudes and purchase intentions.
Examines types of thoughts that are evoked by an advertising message.
Consumers write down or verbally report their reactions to a message.

42. A model of cognitive response
Relation to text This slide relates to material on pp. 110 of the text and Figure 4.8.
Summary overview This slide shows a model of the cognitive process and how these thoughts relate to traditional outcome measures such as brand attitude, attitude toward the ad and purchase intentions. Cognitive responses are the thoughts that occur while reading, viewing and/or hearing a communication. The assumption is that these thoughts reflect the recipient’s reactions and help shape ultimate acceptance or rejection of a message.
The categories of cognitive responses include:
product/message thoughts
source-oriented thoughts
ad execution thoughts.
Use of slide This model can be used to show how cognitive responses to an advertisement mediate outcome reactions such as brand attitudes and attitudes toward the advertisement, which in turn impact on purchase intentions.

43. Cognitive response categories
Product/message thoughts
Counterarguments
Support arguments
Source-oriented thoughts
Relation to text This slide relates to material on pp. 110–112 of the text.
Summary overview This slide shows the three basic categories of cognitive responses. These are:
Product/message thoughts—directed at the product or service and/or claims being made in the communication. These types of thoughts include:
counterarguments—thoughts the recipient has that are opposed to the position taken in the message
support arguments—thoughts that affirm or support the claims made in the message.
Source-oriented thoughts—directed at the source of the communication and include:
source derogations—negative thoughts about the spokesperson or organisation making the claims
source bolsters—favourable thoughts about the spokesperson or organisation making the claims.
Ad execution thoughts—thoughts about the ad itself, including execution factors such as creativity, quality, colours, or voice tones. Affect/attitude toward the ad represents the receiver’s feeling of favourability or unfavourability toward the ad.
Use of this slide This slide can be used to further explain the cognitive response model by providing examples of the three categories of thoughts that might occur in reaction to an advertising message.
Source derogation
Source bolstering
Ad execution thoughts
Thoughts about
the ad itself
Affect attitude
toward the ad

44. Counter arguments Insert Exhibit 4.10 Relation to text
This slide presents an advertisement for Gillette Mach3 Women Against Lazy Stubble campaign as shown in Exhibit 4.10 on p. 111
Summary overview
The thinking behind Gillette’s campaign built on the idea of counter arguing. Gillette’s research showed that 77 per cent of Indian women prefer clean shaven men but men think that stubble looks cool and desirable to women. In this instance some men’s reaction may express disbelief or disapproval of any claims made (’I don’t believe that is what women think!’). Other men who see this campaign may be more likely to generate support arguments, or thoughts that affirm the claims made in the message. (‘This is what I need to do, have a shave—I think I’ll do it.’)
Use of slide
This slide can be used to discuss the role of research in revealing deep customer insights that can be used form the basis of powerful messages.

45. Cognitive response How they work Elaboration likelihood Response
Who
Cognitive
response
What
Response
Communication
process
How they
work
How
Whom
Elaboration
likelihood
Response
hierarchies
Traditional
models
Central or
peripheral
Alternative
models
Relation to text
This is a transition slide
AIDA
Innovation
adoption
Information
processing
Hierarchy of FX
Standard
learning
Dissonance
attribution
Low
involvement

46. Elaboration likelihood model (ELM)
Relation to text This slide relates to material on pp. 112–114 of the text and Figure 4.9.
Summary overview This slide provides a flow diagram of the elaboration likelihood model (ELM). This model proposes that information processing is a function of motivation and ability. In turn, motivation and ability are also dependent on a range of factors as illustrated.
Use of this slide This slide can be used to introduce the ELM.

47. Elaboration likelihood model (ELM) (cont.)
Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information
Central route
Ability and motivation to process a message is high and close attention is paid to message content
Routes to attitude change
Peripheral route
Ability and motivation to process a message is low and receiver focuses more on peripheral cues than message content
Relation to text This slide relates to material on p. 114 of the text.
Summary overview Differences in the way consumers respond to persuasive messages are addressed in the elaboration likelihood model (ELM). According to the model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message. This model recognises two basic routes to persuasion or attitude change:
central route to persuasion—the receiver is viewed as an active participant in the communication process whose ability and motivation to attend, comprehend and evaluate the message is high.
peripheral route to persuasion—the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Rather than evaluating the information in the message, the receiver relies on peripheral cues or cognitive shortcuts.
Use of this slide This slide can be used to explain the elaboration likelihood model and discuss its use by marketers to develop communication messages. According to the model there are two basic routes to persuasion or attitude change. When central processing of an ad occurs, the consumer pays close attention to message content and scrutinises the message arguments carefully. Thus, the ad’s ability to persuade depends on the receiver’s evaluation of the arguments presented.
Under the peripheral route to persuasion, the receiver’s reaction to the message depends on how he/she evaluates peripheral cues such as the attractiveness of the source, music or imagery. These cues might help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad.

48. Celebrity endorsers as peripheral cues
Relation to text This material relates to material on p. 114 and Exhibit 4.11.
Summary overview This slide shows an ad containing peripheral cues in the form of celebrity endorser, Magda Szubanski. A peripheral cue can be likened to a cognitive shortcut in that an endorser who is regarded favourably may assist the consumer to form positive associations with the brand.
Use of this slide This slide can be used to show an example of an ad that might result in attitude change through a peripheral route to persuasion. The celebrity endorser and visual imagery might serve as peripheral cues and help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad.

49. Implications of ELM
ELM is a model of attitude formation and change that recognises two forms of information processing.
Level of consumer involvement is directly related to information processing.
In low-involvement situations consumers may rely on peripheral cues rather than detailed message arguments.
In high-involvement situations consumers are motivated to process detailed message arguments.
Relation to text This slide relates to material on p. 114 of the text.
Summary overview This slide provides brief points on the importance of the ELM in advertising.
Use of this slide This slide can be used to distinguish between low- and high-involvement situations and their implications for advertising.

50. How advertising works Advertising input Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Relation to text This slide relates to material on p. 115 of the text and Figure 4.10.
Summary overview This slide presents a framework for studying how advertising works. It was developed by Vakratsas and Ambler following an extensive review of more than 250 articles and studies of the advertising response process. This framework is as follows:
advertising input—message content, media scheduling, repetition
filters—the message is mediated by factors such as motivation and ability
consumer—intermediate effects between advertising and purchase
cognition—the thinking dimension of a person’s response
affect—the feeling dimension of a person’s response
experience—the feedback dimension based on outcomes of the product purchasing and usage
consumer behaviour—consumption, choice, loyalty, habit.
Use of this slide This chapter has presented the process consumers go through when responding to marketing communications from a number of different perspectives. This slide can be used to explain the framework for studying how advertising works and to summarise the different models. The various communication models provide insight into how consumers may process and respond to persuasive messages and help marketers make better decisions in planning and implementing their IMC programs.
Consumer
Cognition, affect, experience
Consumer behaviour
Choice, consumption,
loyalty, habit, etc.

51. Summary and conclusions
IMC planning begins with the receiver or target audience, as marketers must understand how the audience is likely to respond to various sources of communication or types of messages.
Many different models explain consumer information processing activities.
There are three critical intermediate effects between marketing communication and purchase: cognition, affect and experience.
Advertisers need to learn as much as possible about their target audiences and how they respond to marketing communications.
Relation to text This slide is a summary and covers material on pp. 116 of the text.
Summary overview This slide is a summary.