communication if the truth isn’t tellable, fix it so it is. –john e. powers if the truth isn’t...
Post on 22-Dec-2015
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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