communication if the truth isn’t tellable, fix it so it is. –john e. powers if the truth isn’t...

Fields of Experience

The Communications ProcessThe Communications Process

Response Feedback Loop

Channel

MESSAGEDecoding

Receiver /Audience

Source /Sender Encoding

NoiseNoise

Human CommunicatorsHuman Communicators

VerbalVerbal VocabularyVocabulary GrammarGrammar InflectionInflection

NonverbalNonverbal GesturesGestures Facial expressionFacial expression Body languageBody language

ProductProduct

Movie:Bring it OnMovie:Bring it On

SourceSource

• UniversalStudios• UniversalStudios

• the sender of a message.• the sender of a message.

EncodingEncoding

• preparation of an ad• preparation of an ad

• converting a message into symbols.

• converting a message into symbols.

Message ChannelMessage Channel

• television ad• television ad

• the medium that carries a message.• the medium that carries a message.

ReceiverReceiver

• televisionviewers in a specific target market

• televisionviewers in a specific target market

• the intended recipient of a message.

• the intended recipient of a message.

DecodingDecoding

• watching the television ad

• watching the television ad

• converting the symbols back into concepts.

• converting the symbols back into concepts.

NoiseNoise

• mom’s babbling during the commercial.

• mom’s babbling during the commercial.

• something that interferes with the communications process.

• something that interferes with the communications process.

FeedbackFeedback

• Kelly talks some guy into taking her to Bring It On.

• Kelly talks some guy into taking her to Bring It On.

• the receiver’s response to the message.

• the receiver’s response to the message.

Models of Obtaining FeedbackModels of Obtaining FeedbackEffectiveness Test Persuasion Process

Circulation reach, ratings Exposure, presentation

Starch scores, direct observation Attention

Interpretation, objective tests Comprehension

Attitude scales,purchase intent scales Persuasion

Recall, recognitionover time

Retention/memory

Inventory, POP,consumer panel Purchase behavior

Traditional Response Hierarchy ModelsTraditional Response Hierarchy Models

FeelFeel(like/dislike)(like/dislike)FeelFeel

(like/dislike)(like/dislike)

DoDo(action)(action)DoDo

(action)(action)

LearnLearn(awareness/knowledge)(awareness/knowledge)

LearnLearn(awareness/knowledge)(awareness/knowledge)

Which comes first?Which comes first?

Foote, Cone & Belding GridFoote, Cone & Belding Grid

1InformativeThe Thinker

2AffectiveThe Feeler

3Habit

FormationThe Doer

4Self-

SatisfactionThe Reactor

Thinking Feeling

Hig

hIn

volv

emen

tL

ow

Invo

lvem

ent

Foote, Cone & Belding GridFoote, Cone & Belding Grid

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

ThinkingH

igh

Invo

lvem

ent

Saturn Ad

Foote, Cone & Belding GridFoote, Cone & Belding Grid

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn -do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

FeelingH

igh

Invo

lvem

ent

Victoria’s Secret Ad

Foote, Cone & Belding GridFoote, Cone & Belding Grid

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

ThinkingL

ow

Invo

lvem

ent

Trident Ad

Foote, Cone & Belding GridFoote, Cone & Belding Grid

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Lo

wIn

volv

emen

t

Communications: 3 InfluencesCommunications: 3 Influences

Source FactorsSource Factors

Message FactorsMessage Factors Message StructureMessage Structure Message AppealMessage Appeal

Channel FactorsChannel Factors

Source Attributes andSource Attributes andReceiver Processing ModesReceiver Processing Modes

Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility

Source PowerSource PowerSource PowerSource Power

Stems from:Stems from: Perceived controlPerceived control Perceived concernPerceived concern Perceived scrutinyPerceived scrutiny

Stems from:Stems from: Perceived controlPerceived control Perceived concernPerceived concern Perceived scrutinyPerceived scrutiny

Source AttractivenessSource AttractivenessSimilaritySimilarity Resemblance between the source and Resemblance between the source and

recipient of the messagerecipient of the message

FamiliarityFamiliarity Knowledge of the source through repeated or Knowledge of the source through repeated or

prolonged exposureprolonged exposure

LikabilityLikability Affection for the source resulting from physical Affection for the source resulting from physical

appearance, behavior, or other personal traitsappearance, behavior, or other personal traits

The “Q Score”: Marketing Evaluations, Inc.

Source CredibilitySource CredibilityThe extend to which the source is seen The extend to which the source is seen as having:as having: KnowledgeKnowledge SkillSkill ExpertiseExpertise

And the information is seen to be:And the information is seen to be: TrustworthyTrustworthy UnbiasedUnbiased ObjectiveObjective

Expertise

Trustworthiness

The Use of CelebritiesThe Use of CelebritiesEndorsementsEndorsements The celebrity, whether an expert or not, merely agrees The celebrity, whether an expert or not, merely agrees

to the use of his or her name and image in the to the use of his or her name and image in the promotion for the product.promotion for the product.

TestimonialsTestimonials The celebrity, usually an expert with experience with The celebrity, usually an expert with experience with

the product, attests to its value and worth.the product, attests to its value and worth.

PlacementsPlacements The brand is "placed" in a movie or TV show where it's The brand is "placed" in a movie or TV show where it's

seen by the audience and used or associated with the seen by the audience and used or associated with the characters.characters.

The Use of CelebritiesThe Use of CelebritiesDramatizations Dramatizations Celebrity actors or models portray the brand in use during Celebrity actors or models portray the brand in use during

dramatic enactments designed to show the goods.dramatic enactments designed to show the goods.

RepresentativesRepresentatives The celebrity agrees to become a spokesperson for the The celebrity agrees to become a spokesperson for the

brand through multiple media over an extended time brand through multiple media over an extended time period.period.

IdentificationIdentification The celebrity, usually in partnership with a producer, The celebrity, usually in partnership with a producer,

introduces his or her own brand using the celebrity name introduces his or her own brand using the celebrity name as the brand name.as the brand name.

Meaning Movement andMeaning Movement andthe Endorsement Processthe Endorsement Process

Stage 1Role 3

Role 2

ObjectsPersonsContext

Role 1

Celebrity

Stage 2

ProductCelebrity

Stage 3

ConsumerProduct

Message FactorsMessage Factors

Message StructureMessage Structure Central vs. Peripheral cuesCentral vs. Peripheral cues Order of presentationOrder of presentation Conclusion drawingConclusion drawing Message sidednessMessage sidedness RefutationRefutation Verbal versus visualVerbal versus visual

The Elaboration Likelihood ModelThe Elaboration Likelihood ModelExposure to marketing message

High involvement withproduct, message or decision

Strong attention focused oncentral, product-related featuresand factual information

Conscious thoughts about productattributes and use outcomes; highelaboration

Enduring attitude changeAd Ab Intentions

Low involvement withproduct, message or decision

Limited attention focused onperipheral, nonproduct features andfeelings

Low or nonconscious informationprocessing; little or no elaboration

Attitude change through affectiveroute. It is not enduring.

Message Recall and Message Recall and Presentation OrderPresentation OrderR

ecal

l

Beginning Middle End

Message FactorsMessage Factors

Message AppealsMessage Appeals ComparativeComparative Fear appealsFear appeals HumorHumor

Fear Appeals and Message Fear Appeals and Message AcceptanceAcceptance

Rej

ectio

n

Inhibiting effects

Resultantnonmonotonic curve

Facilitating effects

Level of fear

Acc

epta

nce

Use of HumorUse of Humor

Aids attention and awarenessAids attention and awareness May harm complex copy recall and comprehensionMay harm complex copy recall and comprehension May aid name and simple copy registrationMay aid name and simple copy registration May aid retention, if humor related to brand May aid retention, if humor related to brand

benefitsbenefits

Effects on persuasionEffects on persuasion May aid persuasion to switch brandsMay aid persuasion to switch brands Creates positive mood, enhancing persuasionCreates positive mood, enhancing persuasion

Does not aid source credibilityDoes not aid source credibility

Is not effective in bringing about action, salesIs not effective in bringing about action, sales

Channel FactorsChannel Factors

Alternative mass mediaAlternative mass media

Context and environmentContext and environment

ClutterClutter

Personal vs. non-personal mediaPersonal vs. non-personal media

Do they have what it takes…?Do they have what it takes…?

Jenny Craig adJenny Craig ad

007 Trailer007 Trailer

Arizona Dept of Health adArizona Dept of Health ad

EDS adEDS ad

Pepsi adPepsi ad

Allegra adAllegra ad