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Communication Response Models
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- 2. Chapter Objectives • Tounderstand the basic elements of the communication process and the role of communication in marketing. • To examine various communication response models. • To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. • To examine the nature of consumers’ cognitive processing of marketing communications. • To summarize an integrative communication response model from a theoretical and managerial perspective. © 2005 McGraw-Hill Ryerson Limited
- 3. The Communications Process © 2005 McGraw-Hill Ryerson Limited
- 4. Source • Sender orsource of communication is the person or organization that has information to share. • A source can be: – An individual – A nonpersonal entity © 2005 McGraw-Hill Ryerson Limited
- 5. Message • Contains theinformation or meaning the source hopes to convey. – Verbal or nonverbal – Written, oral, or symbolic • Developed as a result of the encoding process. – Encoding involves putting thoughts, ideas, or information into symbolic form. © 2005 McGraw-Hill Ryerson Limited
- 6. There are manyforms of encoding Encoding Verbal Graphic Musical Animation • Spoken • Pictures • Arrange- • Action/ Word ment Motion • Drawings • Written • Instrum- • Pace/ Word • Charts entation Speed • Song • Voices • Shape/ Lyrics Form © 2005 McGraw-Hill Ryerson Limited
- 7. Semiotics • The studyof the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning. • Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication. © 2005 McGraw-Hill Ryerson Limited
- 8. The Semiotic Perspective ThreeComponents to every marketing message Object Brand such as Marlboro Sign or symbol Interpretant/ representing intended meaning intended (masculine,rugged meaning individualistic) (Cowboy) © 2005 McGraw-Hill Ryerson Limited
- 9. What is thesymbolic meaning of the Snuggle bear? © 2005 McGraw-Hill Ryerson Limited
- 10. Images encoded inpictures powerfully convey emotions © 2005 McGraw-Hill Ryerson Limited
- 11. Channel • The methodby which the communication travels from the source or sender to the receiver. © 2005 McGraw-Hill Ryerson Limited
- 12. Channels of Communication Personal Selling Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media © 2005 McGraw-Hill Ryerson Limited
- 13. Receiver • The personor people with whom the sender shares thoughts or information. • Generally consumers in the target market or audience. © 2005 McGraw-Hill Ryerson Limited
- 14. Levels of AudienceAggregation Figure 3-2 © 2005 McGraw-Hill Ryerson Limited
- 15. Marketing to DifferentAudience Groups Mass Markets Mass Communication Market Segments Variety of relevant media Niche Markets Personal selling or highly targeted media Small Groups One message and medium Individuals Personal selling © 2005 McGraw-Hill Ryerson Limited
- 16. Decoding • Transforming thesender’s message back into thought. • Heavily influenced by receiver’s frame of reference or field of experience. • Effective communication more likely when parties share some common ground. © 2005 McGraw-Hill Ryerson Limited
- 17. Noise • Unplanned distortionor interference. • Examples include: – Errors or problems during message’s encoding – Distortion in radio or television signal – Distractions at the point of reception © 2005 McGraw-Hill Ryerson Limited
- 18. Response vs. Feedback Response •Receiver’s set of reactions after seeing, hearing, or reading the message. • Feedback is the part of the response communicated back to the sender. – Closes the loop in the communications flow and lets sender monitor how encoded message is being decoded and received. © 2005 McGraw-Hill Ryerson Limited
- 19. Models of theResponse Process © 2005 McGraw-Hill Ryerson Limited
- 20. 1. AIDA Model •Developed to represent the stages through which a salesperson must take a customer in the personal selling process. • Buyer is depicted as passing through Attention, Interest, Desire, and Action stages. – Action stage involves closing the sale, which is the most difficult stage, but most important to the marketer. © 2005 McGraw-Hill Ryerson Limited
- 21. 2. Hierarchy ofEffects Model • Paradigm for setting and measuring advertising objectives. • Shows the process by which advertising works, and that advertising’s effects occur over a period of time. • Consumer passes through a series of steps in sequential order, from initial awareness of product or service to actual purchase. © 2005 McGraw-Hill Ryerson Limited
- 22. 3. Innovation AdoptionModel • Represents the stages a consumer passes through in adopting a new product or service. • Potential adopters must be moved through a series of steps before deciding to adopt a new product. © 2005 McGraw-Hill Ryerson Limited
- 23. 4. Information ProcessingModel • Assumes that the receiver in a persuasive communication situation is an information processor or problem solver. • Steps of being persuaded constitute a response hierarchy. • Steps are similar to the Hierarchy of Effects sequence. © 2005 McGraw-Hill Ryerson Limited
- 24. Traditional Hierarchy Modelsare useful because: • They outline the series of steps potential purchasers must take to move from unawareness of a product or service to readiness to purchase. • Potential buyers can be identified as present at different stages in the hierarchy. • Advertiser can identify different communication problems based on each stage of the hierarchy. • They can be used as intermediate measures of communication effectiveness to guide future communication decisions. © 2005 McGraw-Hill Ryerson Limited
- 25. Alternative Response Hierarchies Topical Involvement High Low Learning Model Low Involvement Model Perceived product High Cognitive differentiation Cognitive Affective Conative Dissonance/ Conative Attribution Model Low Conative Affective Affective Cognitive © 2005 McGraw-Hill Ryerson Limited
- 26. Computers are high-involvement,highly differentiated products. © 2005 McGraw-Hill Ryerson Limited
- 27. Clever ads encouragelow involvement learning © 2005 McGraw-Hill Ryerson Limited
- 28. Alternative Response Hierarchies Figure3-5 © 2005 McGraw-Hill Ryerson Limited
- 29. Implications of AlternativeResponse Models Analyze: • Communication situation for their product or service •Involvement levels and product/service differentiation •Consumers’ use of information sources and levels of experience with product or service Likely response sequence IMC program © 2005 McGraw-Hill Ryerson Limited
- 30. The Cognitive ResponseApproach Figure 3-7 © 2005 McGraw-Hill Ryerson Limited
- 31. Cognitive Response Categories Product/Message Thoughts Counter Arguments Support Arguments Source-Oriented Thoughts Source Derogation Source Bolstering Ad–Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad © 2005 McGraw-Hill Ryerson Limited
- 32. Product/Message Thoughts Product/Message Thoughts Counter Arguments Support Arguments •Recipient thoughts •Recipient thoughts opposing message of affirming message of ad. ad. © 2005 McGraw-Hill Ryerson Limited
- 33. Source-Oriented Thoughts Source-Oriented Thoughts Source Derogation Source Bolstering •Negative thoughts •Positive reactions about spokesperson to spokesperson or or organization organization making making the claims. the claims. © 2005 McGraw-Hill Ryerson Limited
- 34. Ad-Execution Thoughts Ad-Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad •? •? © 2005 McGraw-Hill Ryerson Limited
- 35. Elaboration Likelihood Model Focuseson 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 Peripheral route persuasion to persuasion •High ability and •Low ability and motivation to motivation to process a message process a message •Close attention is •Receiver focuses paid to message more on peripheral content cues rather than message content © 2005 McGraw-Hill Ryerson Limited
- 36. Celebrity endorsers canbe peripheral cues © 2005 McGraw-Hill Ryerson Limited
- 37. Implications of theELM • Level of involvement of consumers in target audience: – HIGH an ad or sales presentation should contain strong arguments that are difficult for the recipient to refute or counterargue. – LOW peripheral cues may be more important than detailed message arguments. © 2005 McGraw-Hill Ryerson Limited
- 38. Theoretical Approach toUnderstanding How Consumers Respond to Advertising A framework for studying how advertising works. Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, Affect, Experience Consumer Behaviour Choice, consumption, loyalty, habit, etc. © 2005 McGraw-Hill Ryerson Limited
- 39. Managerial Approach toUnderstanding How Consumers Respond to Advertising Processing and Communication Effects Figure 3-10 © 2005 McGraw-Hill Ryerson Limited