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This document discusses various aspects of the communications process. It covers different forms of encoding messages, the semiotic perspective involving objects, intended meanings, and symbols, and different communication channels. It also discusses experiential overlap between senders and receivers, factors for successful communication, levels of audience aggregation, models of the response process, and obtaining feedback.

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Raghavendra Subbanna
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43 views

IMC Materials

This document discusses various aspects of the communications process. It covers different forms of encoding messages, the semiotic perspective involving objects, intended meanings, and symbols, and different communication channels. It also discusses experiential overlap between senders and receivers, factors for successful communication, levels of audience aggregation, models of the response process, and obtaining feedback.

Uploaded by

Raghavendra Subbanna
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Communications Process

The Communications Process

There are many forms of encoding


Encoding

Verbal
Spoken Word Written Word Song Lyrics

Graphic
Pictures Drawings

Musical
Arrangement Instrumentation Voices

Animation
Action/ Motion Pace/ Speed Shape/ Form

Charts

The Semiotic Perspective


Three Components to every marketing message
Object Brand such as Marlboro

Interpretant/ intended meaning (masculine,rugged individualistic)

Sign or symbol representing intended meaning (Cowboy)

Communications Channels
Personal Channels
Personal Selling

Word of Mouth Print Media

Broadcast Media

Nonpersonal Channels

Experiential Overlap
Different Worlds
Sender Experience Receiver Experience

Moderate Commonality
Sender Experience Receiver Experience

High Commonality
Receiver Sender Experience Experience

Receiver Experience

Successful Communication
Select an appropriate source

Develop a properly encoded message


Select the appropriate channel for the target audience

Receive feedback

Levels of Audience Aggregation


Mass Markets

Market Segments

Niche Markets

Small Groups Individuals

Models of the Response Process

Alternative Response Hierarchies


Topical Involvement High
Learning model

Low
Low involvement model

Perceived product differentiation

Cognitive Affective Conative


Dissonance/ attribution model

High

Cognitive

Conative

Low

Conative Affective Cognitive

Affective

Foote, Cone & Belding Grid


Thinking High Involvement Feeling

Informative The Thinker

Affective The Feeler

Low Involvement

Habit Formation The Doer

SelfSatisfaction The Reactor

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid


Thinking

1
High Involvement

Informative
The Thinker
Car-house-furnishings-new products Model: Learn-feel-do (economic?)

Possible implications
Test: Media:

Creative:

Recall diagnostics Long copy format Reflective vehicles Specific information Demonstration

Foote, Cone & Belding Grid


Feeling

2
High Involvement

Affective
The Feeler
Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?)

Possible implications
Test:

Media:
Creative:

Attitude change Emotional arousal Large space Image specials Executional Impact

Foote, Cone & Belding Grid


Thinking

3
Low Involvement

Habit formation
The Doer
Food-household items Model: Do-learn-feel (responsive?)

Possible implications
Test: Media:

Creative:

Sales Small space ads 10-second IDs Radio; Point of Sale Reminder

Foote, Cone & Belding Grid


Feeling

4
Low Involvement

Self-satisfaction
The Reactor
Cigarettes, liquor, candy Model: Do-feel-learn (social?)

Possible implications
Test: Media:

Creative:

Sales Billboards Newspapers Point of Sale Attention

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 types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message.

A Model of Cognitive Response

Cognitive Response Categories


Product/Message Thoughts

Counterarguments

Support arguments

Source-Oriented Thoughts Source derogation Source bolstering

Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad

Elaboration Likelihood Model


Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information
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

How Advertising Works


Advertising Input Message content, media scheduling, repetition

Filters Motivation, ability, (involvement)


Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc.

Models of Obtaining Feedback


Effectiveness Test
Circulation reach Circulation Reach Listener, reader, viewer Recognition viewer recognition

Persuasion Process
Exposure/presentation
Attention Comprehension Message acceptance/ yielding Retention Purchase behavior

Recall, checklists Recall, checklists


Brand attitudes, Brand attitudes, purchase intent purchase intent Recall over time Recall over time
Inventory POP consumer panel Scanner data

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