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8/20/2019 Communication Response Model- IMC
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Communication Response Models
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© 2005 McGraw-Hill Ryerson Limited
Chapter Obecti!es
• "o understand the basic elements o# the
communication process and the role o#communication in mar$etin%&
• "o e'amine !arious communication responsemodels&
• "o analy(e the response processes o# recei!erso# mar$etin% communications) includin%alternati!e response hierarchies and theirimplications #or promotional plannin% andstrate%y&
• "o e'amine the nature o# consumers* co%niti!e
processin% o# mar$etin% communications&• "o summari(e an inte%rati!e communication
response model #rom a theoretical andmana%erial perspecti!e&
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"he Communications +rocess
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,ource
• ,ender or source o# communication isthe person or or%ani(ation that hasin#ormation to share&
• source can be.
– n indi!idual – nonpersonal entity
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Messa%e
• Contains the in#ormation or meanin%the source hopes to con!ey&
– /erbal or non!erbal
– ritten) oral) or symbolic
• 1e!eloped as a result o# the encoding process&
– ncodin% in!ol!es puttin% thou%hts)
ideas) or in#ormation into symbolic #orm&
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"here are many #orms o# encodin%
Graphic
Graphic
• +ictures
• 1rawin%s
• Charts
• +ictures
• 1rawin%s
• Charts
/erbal
/erbal
• ,po$enord
• rittenord
• ,on%Lyrics
• ,po$enord
• rittenord
• ,on%Lyrics
Musical
Musical
• rran%e-ment
• 3nstrum-entation
• /oices
• rran%e-ment
• 3nstrum-entation
• /oices
nimation
nimation
• ction4Motion
• +ace4,peed
• ,hape4orm
• ction4Motion
• +ace4,peed
• ,hape4orm
/erbal
/erbal Graphic
Graphic Musical
Musical
Encoding
Encoding
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,emiotics
• "he study o# the nature o# meanin%)as$in% how our reality 6 words)%estures) myths) si%ns) symbols)products4ser!ices) theories 6 ac7uire
meanin%&• d!ertisin% and mar$etin% researchers
are interested in semiotics to better
understand the symbolic meanin% whichmi%ht be con!eyed in a communication&
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"he ,emiotic +erspecti!e
Obect8rand such as
Marlboro
Obect8rand such as
Marlboro
,i%n or symbolrepresentin%
intendedmeanin%9Cowboy:
,i%n or symbolrepresentin%
intendedmeanin%9Cowboy:
3nterpretant4intended meanin%9masculine)ru%%ed
indi!idualistic:
3nterpretant4intended meanin%
9masculine)ru%%edindi!idualistic:
Obect8rand such as
Marlboro
Obect8rand such as
Marlboro
,i%n or symbolrepresentin%
intendedmeanin%9Cowboy:
,i%n or symbolrepresentin%
intendedmeanin%9Cowboy:
Three Components to every marketing message
h i h b li i # h , l
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hat is the symbolic meanin% o# the ,nu%%lebear;
3 d d i i # ll
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3ma%es encoded in pictures power#ullycon!ey emotions
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Channel
• "he method by which thecommunication tra!els #rom the sourceor sender to the recei!er&
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Channels o# Communication
PersonalChannels
PersonalChannelsPersonalChannels
PersonalChannels
NonpersonalChannels
NonpersonalChannels
+ersonal,ellin%
ord o#
Mouth
+rintMedia
8roadcastMedia
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Recei!er
• "he person or people with whom thesender shares thou%hts or in#ormation&
• Generally consumers in the tar%etmar$et or audience&
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Le!els o# udience %%re%ation
i%ure
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Mar$etin% to 1i##erent udience Groups
Mass Markets Mass Communication
Market Segments /ariety o#rele!ant media
Niche Markets +ersonalsellin% or hi%hlytar%eted media
Small Groups Onemessa%e and
medium
Individuals +ersonalsellin%
Niche Markets +ersonalsellin% or hi%hlytar%eted media
Market Segments /ariety o#rele!ant media
Mass Markets Mass Communication
Small Groups Onemessa%e and
medium
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1ecodin%
• "rans#ormin% the sender*s messa%ebac$ into thou%ht&
• Hea!ily in#luenced by recei!er*s #rameo# re#erence or field of eperience&
• ##ecti!e communication more li$elywhen parties share some common%round&
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=oise
• >nplanned distortion or inter#erence&
• 'amples include.
– rrors or problems durin% messa%e*sencodin%
– 1istortion in radio or tele!ision si%nal – 1istractions at the point o# reception
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Response !s& eedbac$
!esponse
• Recei!er*s set o# reactions a#ter seein%)hearin%) or readin% the messa%e&
• "eed#ack is the part o# the response
communicated bac$ to the sender& – Closes the loop in the communications
#low and lets sender monitor how
encoded messa%e is bein% decoded andrecei!ed&
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Models o# the Response +rocess
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?& 31 Model
• 1e!eloped to represent the sta%esthrou%h which a salesperson must ta$ea customer in the personal sellin%process&
• 8uyer is depicted as passin% throu%h$ttention) Interest) %esire) and $ctionsta%es&
–
ction sta%e in!ol!es closin% the sale)which is the most di##icult sta%e) butmost important to the mar$eter&
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2& Hierarchy o# ##ects Model
• +aradi%m #or settin% and measurin%ad!ertisin% obecti!es&
• ,hows the process by which ad!ertisin%wor$s) and that ad!ertisin%*s e##ects
occur o!er a period o# time&• Consumer passes throu%h a series o#
steps in se7uential order) #rom initial
awareness o# product or ser!ice toactual purchase&
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@& 3n#ormation +rocessin% Model
• ssumes that the recei!er in apersuasi!e communication situation isan in#ormation processor or problemsol!er&
• ,teps o# bein% persuaded constitute aresponse hierarchy&
• ,teps are similar to the Hierarchy o#
##ects se7uence&
"raditional Hierarchy Models are use#ul
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"raditional Hierarchy Models are use#ulbecause.
• "hey outline the series o# steps potential
purchasers must ta$e to mo!e #romunawareness o# a product or ser!ice toreadiness to purchase&
• +otential buyers can be identi#ied as present
at di##erent sta%es in the hierarchy&• d!ertiser can identi#y di##erent
communication problems based on each sta%eo# the hierarchy&
• "hey can be used as intermediate measureso# communication e##ecti!eness to %uide#uture communication decisions&
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lternati!e Response Hierarchies
Hi%h Low
H
i % h
L o w
P e r c e
i v e d p
r o d
u c t
d i f f
e r e n t i a t i o
n
Learnin% Model Low 3n!ol!ement Model
1issonance4ttribution Model
C o g n i t i v e
A f f e c t i v e
C o n a t i v e
C o n a t i v e
A f f e c t i v e
C o g n i t i v e
C o g n i t i v e
C o n a t i v e
A f f e c t i v e
Topical Involvement
Computers are hi%h-in!ol!ement hi%hly
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Computers are hi%h-in!ol!ement) hi%hlydi##erentiated products&
Cle!er ads encoura%e low in!ol!ement
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Cle!er ads encoura%e low in!ol!ementlearnin%
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lternati!e Response Hierarchies
i%ure
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3mplications o# lternati!e Response Models
3MC pro%ram3MC pro%ram
Li$ely responsese7uence
Li$ely response
se7uence
$naly&e.
• Communication situation #or their product orser!ice
• 3n!ol!ement le!els and product4ser!icedi##erentiation
•
Consumers* use o# in#ormation sources and le!elso# e'perience with product or ser!ice
$naly&e.
•
Communication situation #or their product orser!ice
• 3n!ol!ement le!els and product4ser!icedi##erentiation
• Consumers* use o# in#ormation sources and le!elso# e'perience with product or ser!ice
h h
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"he Co%niti!e Response pproach
i%ure
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Co%niti!e Response Cate%ories
Counter r%umentsCounter r%uments ,upport r%uments,upport r%uments
,ource 1ero%ation,ource 1ero%ation ,ource 8olsterin%,ource 8olsterin%
"hou%hts bout
the d 3tsel#
"hou%hts bout
the d 3tsel# "hou%hts bout
the d 3tsel#
"hou%hts bout
the d 3tsel#
,ource 8olsterin%,ource 8olsterin%,ource 1ero%ation,ource 1ero%ation
,upport r%uments,upport r%umentsCounter r%umentsCounter r%uments
##ect ttitude"oward the d
##ect ttitude"oward the d
Product'Message ThoughtsProduct'Message Thoughts
Source()riented ThoughtsSource()riented Thoughts
$d*Eecution Thoughts$d*Eecution Thoughts
+ d 4M "h h
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+roduct4Messa%e "hou%hts
Counter r%umentsCounter r%uments ,upport r%uments,upport r%uments,upport r%uments,upport r%umentsCounter r%umentsCounter r%uments
Product'Message ThoughtsProduct'Message Thoughts
•Recipient thou%htsopposin% messa%eo# ad&
•
Recipient thou%htsopposin% messa%eo# ad&
•Recipient thou%htsa##irmin% messa%eo# ad&
•
Recipient thou%htsa##irmin% messa%eo# ad&
, O i t d "h ht
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,ource-Oriented "hou%hts
,ource 1ero%ation,ource 1ero%ation ,ource 8olsterin%,ource 8olsterin%,ource 8olsterin%,ource 8olsterin%,ource 1ero%ation,ource 1ero%ation
Source()riented ThoughtsSource()riented Thoughts
• =e%ati!e thou%hts
aboutspo$esperson oror%ani(ationma$in% the claims&
• =e%ati!e thou%hts
aboutspo$esperson oror%ani(ationma$in% the claims&
• +ositi!e reactionsto spo$esperson oror%ani(ationma$in% the claims&
• +ositi!e reactions
to spo$esperson oror%ani(ationma$in% the claims&
d ti "h ht
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d-'ecution "hou%hts
$d(Eecution Thoughts$d(Eecution Thoughts
• ;• ; • ;• ;
"hou%hts bout
the d 3tsel#
"hou%hts bout
the d 3tsel# "hou%hts bout
the d 3tsel#
"hou%hts bout
the d 3tsel# ##ect ttitude"oward the d
##ect ttitude"oward the d##ect ttitude"oward the d
##ect ttitude"oward the d
l b ti Li$ lih d M d l
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laboration Li$elihood Model
Focuses on the way consumers respond to persuasivemessages based on the amount and nature ofelaboration or processing of information
Focuses on the way consumers respond to persuasive
messages based on the amount and nature ofelaboration or processing of information
Peripheral routeto persuasion • Low ability and
moti!ation to
process a messa%e• Recei!er #ocuses
more on peripheralcues rather thanmessa%e content
Peripheral routeto persuasion • Low ability and
moti!ation to
process a messa%e• Recei!er #ocuses
more on peripheralcues rather thanmessa%e content
Central route topersuasion • Hi%h ability and
moti!ation to
process a messa%e
• Close attention ispaid to messa%econtent
Central route topersuasion • Hi%h ability and
moti!ation to
process a messa%e
• Close attention ispaid to messa%econtent
Routes to attitude chan%e
C l b it d b i h l
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Celebrity endorsers can be peripheral cues
3 li ti # th LM
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3mplications o# the LM
• Le!el o# in!ol!ement o# consumers in
tar%et audience. – H3GH an ad or sales presentation
should contain stron% ar%uments that
are di##icult #or the recipient to re#ute orcounterar%ue&
– LO peripheral cues may be moreimportant than detailed messa%e
ar%uments&
"heoretical pproach to >nderstandin% How
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"heoretical pproach to >nderstandin% HowConsumers Respond to d!ertisin%
#ramewor$ #or studyin% how ad!ertisin% wor$s&
$dvertising InputMessa%e content) mediaschedulin%) repetition
$dvertising InputMessa%e content) mediaschedulin%) repetition
"ilters
Moti!ation) ability)9in!ol!ement:
"iltersMoti!ation) ability)
9in!ol!ement:
ConsumerCo%nition) ##ect)
'perience
ConsumerCo%nition) ##ect)
'perience
Consumer +ehaviourChoice) consumption)
loyalty) habit) etc&
Consumer +ehaviourChoice) consumption)
loyalty) habit) etc&
$dvertising InputMessa%e content) mediaschedulin%) repetition
$dvertising InputMessa%e content) mediaschedulin%) repetition
"ilters
Moti!ation) ability)9in!ol!ement:
"iltersMoti!ation) ability)
9in!ol!ement:
ConsumerCo%nition) ##ect)
'perience
ConsumerCo%nition) ##ect)
'perience
Mana%erial pproach to >nderstandin% How
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Mana%erial pproach to >nderstandin% HowConsumers Respond to d!ertisin%
+rocessin% and Communication ##ects
i%ure