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CCHAPTER HAPTER 55TThehe CCommunicationommunication
PProcessrocess
Belch/Belch
Advertising and Promotion
An Integrated Marketing Communication Perspective
Eighth Edition
ContentsContents
1. The nature of communication2. A basic model of communication3. Analyzing the receiver4. The Response process5. Cognitive processing of communications
6. Summarize
Nintendo TheoryNintendo Theory
Nintendo TheoryNintendo TheoryOlder early adopter
Nintendo TheoryNintendo TheoryOlder early adopter
1. The Nature of The Nature of CommunicationCommunication
The Nature of The Nature of CommunicationCommunication
Marketers must understand the meaning that words And symbols take on and how they influence consumers’ Interpretation of products and messages
The Nature of The Nature of CommunicationCommunication
Global Perspective 5-1 Lost in TranslateGlobal Perspective 5-1 Lost in Translate
Housekeeping = Housekeeping = 家事 か家事 かじじ
2. A Basic Model of Communication
A Basic Model of A Basic Model of CommunicationCommunication
ChannelMessage
ReceiverSource/Sender
Sender’s Field of Experience
Receiver’s Field of Experience
Encoding Decoding
Feed
back
Noise
Resp
on
se
Source Encoding (Sender)Source Encoding (Sender)
LG LG ChocolateChocolate Love Love
Message Message SemioticsSemiotics
•An object = Product•A sign or symbol = The meaning of object•The interpretant = The meaning of derived
MessageMessage ＝＞＝＞ Music Music MarketingMarketing
“ I got you baby I call I call it chocolate love~”
Chocolate Love
LG LG ChocolateChocolate Love Love
ChannelChannelFocus on Viral buzz => SNS (Social Network Society)
Consumer Generated Marketing
Receiver / DecodingReceiver / Decoding
Quoted from: http://www.flickr.com/photos/kliment/2610616240/
NoiseNoise
• TV Signal• Radio Signal• Distractions
Response /FeedbackResponse /Feedback
3.Analyzing the 3.Analyzing the receiverreceiver
Analyzing the Receiver
Individual andGroup Audiences
Niche Markets
Market Segments
Mass Market and Audiences
Analyzing the Receiver
• ตั�วบุ�คคล : จะมี�ความีตั�องการที่��เฉพาะเจาะจง ดั�งนั้��นั้ตั�องการการตั�ดัตั�อแบุบุเฉพาะ เช่�นั้ การตั�ดัตั�อแบุบุตั�วตั�อตั�ว เช่�นั้ personal selling ก�บุ advertising ซึ่ �งจะที่!าให้�ผู้%�ฟั'งร% �สึ กสึนั้ใจ
• กล��มีบุ�คคล : นั้�กการตัลาดัควรจะสึ)�อสึารก�บุบุ�คคลที่��มี�อ!านั้าจในั้การตั�ดัสึ�นั้ใจซึ่)�อ
• ตัลาดัเจาะจง : อาจจะใช่� personal selling ห้ร)อที่าง Media ก*ไดั�เช่�นั้ direct mail ที่!าให้�เข้�าถึ งกล��มีเป้/าห้มีายเฉพาะไดั�อย�างที่��วถึ ง
• กล��มีข้องตัลาดั : จะเป้1นั้กล��มีที่��มี�ข้นั้าดัให้ญ่�ดั�งนั้��นั้ควรใช่�สึ)�อที่��กระจายไดั�ที่��วถึ ง เช่�นั้ ห้นั้�งสึ)อพ�มีพ3 แมีกกาซึ่�นั้ และโที่รที่�ศนั้3 การสึ)�อสึารที่��กระจายที่��วถึ งจะเป้1นั้การสึ)�อสึารแบุบุที่างเดั�ยว
Let’s take a break
4. The Response Process
The Response The Response ProcessProcess
Traditional Response Hierarchy Traditional Response Hierarchy ModelsModels
Stages
Models
AIDAmodel
Hierarchy of
effects model
Innovation
adoption model
Information processing
model
Cognitive stage
Attention
Awareness
Knowledge
Awareness
Presentation
AttentionComprehens
ion
Affective stage
Interest
Desire
LikingPreferenc
eConviction
Interest
Evaluation
Yielding
Retention
Behavioral
stageAction Purchase
Trial
Adoption Behavior
The Response The Response ProcessProcess
Innovation adoption ModelInnovation adoption Model
Sampling or demonstration programs encourage Trial of new products
MMethod of obtaining ethod of obtaining FeedbackFeedback
Circulation reach
Listener, reader, viewer
recognition
Recall, checklists
Recall over time
Brand attitudes, purchase intent
Inventory, point-of-purchase consumer panel Scanner data
Exposure/presentation
Attention
Comprehension
Retention
Message acceptance/yield
ing
Purchase behavior
Effectiveness tests
Step in persuasion process
MMethod of obtaining ethod of obtaining FeedbackFeedback
AAlternative Response lternative Response HierarchiesHierarchies
The Standard Learning Hierarchy
The Low-Involvement Hierarchy
The Dissonance/Attribution Hierarchy
AAlternative Response Hierarchies:lternative Response Hierarchies:
The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing
1.Standard learning Model
AAlternative Response Hierarchies:lternative Response Hierarchies:
The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing
High Low
High
(Learning model)Cognitive
Affective
Conative
(Low-involvement model)
Cognitive
Low
(Dissonance/attribution
model)Conative
Affective
Cognative
Conative
Affective
Topical involvement
Perceived product
differentiation
AAlternative Response Hierarchies:lternative Response Hierarchies:
The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing
AAlternative Response Hierarchies:lternative Response Hierarchies:
The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing
2.Dissonace /Attribution Hierachy
AAlternative Response Hierarchies:lternative Response Hierarchies:
The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing
3. Low-Involvement Hierarchy
The Foote Cone & Belding (FCB ) Grid
55. . Cognitive Cognitive processing of processing of
communicationscommunications
A Model of Cognitive Response
Exposure toadvertisement
Source-orientedthoughts
Product/messagethoughts
Ad executionthoughts
Brand attitudes
Attitude towardThe advertisement
PurchaseIntention
Cognitive responses AttitudesPurchase
intent
The Elaboration Likelihood ModelPersuasive communaication
Motivated to process?
Ability to process?
Persuasion cue present?
Ability to process?
Cognitive structure change
FavorableThoughts
predominate
UnfavorableThoughts
predominate
Neither or Neutal
predominate
TemporaryAttitude
shift
Retain or regain initial attitude
Enduring negativeAttitude change
Enduring positiveAttitude change
No
NoNo
No
Yes
Yes
Yes(favorable)
Yes(unfavorable)
Yes
6. Summarize6. Summarize
Summarizing the Response Process and the Effects of Advertising
Advertising input
Filters
Consumer
Consumer behavior
Cognition Affect Experience
Thank you
