Chapter 5
Chapter 5
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© McGraw Hill 3 © McGraw Hill Source: The California Milk Advisory Board 4
Source Encoding
• Source:
• Person or organization that has
information to share with another
person or group of people.
• Encoding:
• Putting thoughts, ideas, or
information into symbolic form.
Singer Kelly Clarkson is a source in this ad Source: Citizen Watch Company of America, Inc.
for Citizen Eco-Drive watches.
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Message Channel
• Contains information or meaning the source hopes to convey. • Facilitates communication between sender and receiver.
• Includes content, structure, and design.
• Nonpersonal channel or mass media.
• Lacks direct, interpersonal contact between sender and receiver.
Basic Model of Communication 4 Figure 5-2 Motivations for Social Sharing of Videos
• Social network characteristics. Social in Real Life It will help me socialize with my friends offline
Social Good It’s for a good cause and I want to help
• Seeding: Identifying and choosing initial group of consumers who will start
Zeitgeist It’s about a current trend or event
spreading the message.
Kudos: Authority I want to demonstrate my knowledge
Kudos: Cool Hunting I want to be the first to tell my friends
Source: Adapted from “Why Some Videos Go Viral” from Harvard Business Review, September 2015. https://hbr.org/2015/09/ why-some-videos-go-viral.
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Noise
• Unplanned distortion in the communication process.
• Occurs because the fields of experience of sender and receiver don’t
overlap.
Response/Feedback
• Response: Receiver’s set of reactions after seeing, hearing, or
reading the message.
• Feedback: Receiver’s response that is communicated back to the
sender.
Source: TiVO, “Second Annual Social Media & Multitasking,” October 16, 2014.
Note: n = 856 ages 18+; numbers may not add up to 100% due to
rounding.
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© McGraw Hill Source: American Honda Motor Co., Inc. 21 © McGraw Hill 22
Implications of the Response Process Models Implications of the Response Process Models continued
• Delineate steps involved in taking potential purchasers from • Provide insight into promotional strategies marketers might pursue in
unawareness to readiness to purchase. different situations.
• Identify which stage in hierarchy a potential buyer is in. • Marketers should analyze:
• Used as intermediate measures of communication effectiveness. • Involvement levels and product/service differentiation.
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The Response Process 7 Figure 5-8 The Social Consumer Decision Journey
• Marketers should:
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• Support arguments:
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(“Ultra Tide looks like a • Negative thoughts about spokesperson or organization making the
really good product—I claims.
think I’ll try it.”) • Leads to lower message acceptance.
• Source bolsters:
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The Cognitive Response Approach continued The Elaboration Likelihood Model (ELM)
• Ad execution thoughts. • Ways in which consumers process and respond to persuasive
messages.
• Ad execution-related thoughts:
• Attitude formation or change process depends on amount and nature
• Contains the information or meaning the source hopes to convey.
of elaboration of relevant information that occurs in response to a
• Attitude toward the ad: persuasive message.
• Represents receivers’ feelings of favorability or unfavorability toward • Function of motivation and ability to process message.
the ad.
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Summarizing the Response Process and the Effects of Figure 5-11 A Framework for Studying How Advertising
Advertising 1 Works
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© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
© McGraw Hill 39 No reproduction or further distribution permitted without the prior written consent of McGraw Hill.