The goals of this chapter are: 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;...
Chapter The communication process Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-1 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-2 Who What Cognitive response Communication Response process How How they work Whom Traditional models Innovation AIDA adoption Elaboration likelihood Response hierarchies Alternative models Information processing Standard learning Central or peripheral Hierarchy of FX Dissonance attribution Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Low involvement 4-3 What’s the buzz? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-4 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-5 Language and communication Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-6 The communications process Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-7 Source factors Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-8 Forms of encoding Encoding Encoding Musical Musical Verbal Verbal Graphic Graphic ••Spoken Spoken word word •• Pictures Pictures •• Arrangement Arrangement •• Drawings Drawings •• InstrumentInstrumentation ation ••Written Written word word ••Song Song lyrics lyrics •• Charts Charts •• Symbols Symbols •• Voices Voices Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Animation Animation •• Action/ Action/ motion motion •• Pace/speed Pace/speed •• Shape/form Shape/form 4-9 Louis Vuitton Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-10 Foote, Cone & Belding Grid (cont.) Emotional and rational connections Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-37 Foote, Cone & Belding Grid (cont.) Feeling High involvement 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-38 Foote, Cone & Belding Grid (cont.) Thinking Low involvement 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-39 Foote, Cone & Belding Grid (cont.) Feeling Low involvement Self-satisfaction The reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Media: Sales Billboards Newspapers Point of sale Creative:Attention Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-40 Cognitive response AA method method for for examining examining consumers’ consumers’ cognitive cognitive processing processing of of advertising advertising messages messages by by looking looking at at their their cognitive cognitive responses responses to to hearing, hearing, viewing viewing or or reading reading communications communications Examines Examines types types of of thoughts thoughts that that are are evoked evoked by by an an advertising advertising message message Consumers Consumers write write down down or or verbally verbally report report their their reactions reactions to to aa message message Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-41 A model of cognitive response Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-42 Cognitive response categories Product/message Product/message thoughts thoughts Counterarguments Counterarguments Support Support arguments arguments Source-oriented Source-oriented thoughts thoughts Source Source derogation derogation Source Source bolstering bolstering Ad Ad execution execution thoughts thoughts Thoughts Thoughts about about the the ad ad itself itself Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Affect Affect attitude attitude toward toward the the ad ad 4-43 Counter arguments • Insert Exhibit 4.10 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-44 Who What Cognitive response Communication Response process How How they work Whom Traditional models Innovation AIDA adoption Elaboration likelihood Response hierarchies Alternative models Information processing Standard learning Central or peripheral Hierarchy of FX Dissonance attribution Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Low involvement 4-45 Elaboration likelihood model (ELM) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-46 Elaboration likelihood model (ELM) (cont.) Focuses Focuses on on the the way way consumers consumers respond respond to to persuasive persuasive messages messages based based on on the the amount amount and and nature nature of of elaboration elaboration or or processing processing of of information information Routes to attitude change Central Central route route Ability Ability and and motivation motivation to to process process aa message message is is high high and and close close attention attention is is paid paid to to message message content content Peripheral Peripheral route route Ability Ability and and motivation motivation to to process process aa message message is is low low and and receiver receiver focuses focuses more more on on peripheral peripheral cues cues than than message message content content Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-47 Celebrity endorsers as peripheral cues Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-48 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-49 How advertising works Advertising Advertising input input Message Message content, content, media media scheduling, scheduling, repetition repetition Filters Filters Motivation, Motivation, ability, ability, (involvement) (involvement) Consumer Consumer Cognition,affect, affect,experience experience Cognition, Consumer Consumer behaviour behaviour Choice, Choice, consumption, consumption, loyalty, loyalty, habit, habit, etc etc Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-50 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 4-51 ... 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... Powell 4-20 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... 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