Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch

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Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,... Chapter 5 Perspectives  on Consumer  Behavior Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.1 ­ A Model of the  Communication Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education There are many forms of message encoding Encoding Encoding Verbal Verbal •• Spoken  Spoken  Word Word •• Written  Written  Word Word •• Song  Song  Lyrics Lyrics Graphic Graphic •• Pictures Pictures •• Drawings Drawings •• Charts Charts Musical Musical Animation Animation •• Arrange­ Arrange­ ment ment •• Action/ Action/ Motion Motion •• Instrum­ Instrum­ entation entation •• Pace/  Pace/  Speed Speed •• Voices Voices •• Shape/ Shape/ Form Form Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Communications Channels Personal  Personal  Channels Channels Personal  Selling Word of  Mouth/Mouse Print  Media Broadcast  Media Nonpersonal  Nonpersonal  Channels Channels Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Model of Communication  Viral marketing: Propagating marketing­relevant  messages with the help of individual consumers  Factors affecting success   Message characteristics  Individual sender or receiver characteristics   Social network characteristics  Seeding: Identifying and choosing the initial group  of consumers who will be used to start spreading the  message Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Model of Communication  Receiver: Person with whom the sender shares  thoughts or information  Decoding: Transforming the sender’s message into  thought  Heavily influenced by the receiver’s field of  experience  Field of experience: The experiences, perceptions,  attitudes, and values a person brings to the  communication situation Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Model of Communication  Noise: Unplanned distortion in the communication  process  Occurs because the fields of experience of the  sender and receiver don’t overlap  Response: Receiver’s set of reactions after seeing,  hearing, or reading the message  Feedback: Receiver’s response that is  communicated back to the sender Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.2 ­ Levels of Audience  Aggregation Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.3 ­ Models of the Response  Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.4 ­ Methods of Obtaining  Feedback in the Response Hierarchy Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Figure 5.5 ­ Alternative Response Hierarchies –The  Three­Orders Model of Information Processing Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent 11 McGraw-Hill Education of McGraw-Hill Education Figure 5.6 ­ The Social Consumer  Decision Journey Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 12 McGraw-Hill Education Figure 5.7 ­ A Model of Cognitive  Response Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 13 McGraw-Hill Education Elaboration Likelihood Model (ELM)  Focuses on the differences in the ways consumers  process and respond to persuasive messages  Attitude formation or change process  Depends on the amount and nature of elaboration  that occurs in response to a persuasive message  Elaboration likelihood is a function of:   Motivation  Ability Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 14 McGraw-Hill Education Cognitive Response Categories Product/Message Thoughts Product/Message Thoughts Counterarguments Counterarguments Support arguments Support arguments Source­Oriented Thoughts Source­Oriented Thoughts Source derogation Source derogation Source bolstering Source bolstering Ad Execution Thoughts Ad Execution Thoughts Thoughts about Thoughts about the ad itself the ad itself Copyright © 2015 McGraw-Hill Education Affect attitude Affect attitude toward the ad toward the ad All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Elaboration Likelihood Model (ELM) Focuses on the way consumers respond to persuasive  Focuses on the way consumers respond to persuasive  messages, based on the amount and nature of elaboration  messages, based on the amount and nature of elaboration  or processing of information or processing of information Routes to Attitude Change Central route –  Central route –  ability and  ability and  motivation to process  motivation to process  a message is high and  a message is high and  close attention is paid  close attention is paid  to message content to message content Peripheral route –  Peripheral route –  ability and  ability and  motivation to process  motivation to process  a message is low;   a message is low;   receiver focuses more  receiver focuses more  on peripheral cues  on peripheral cues  than on message  than on message  content content Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.9 ­ A Framework for Studying How Advertising Works Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 17 McGraw-Hill Education ... Routes to Attitude Change Central route –  Central route –  ability and ability and motivation to process  motivation to process  a message is high and a message is high and close attention is paid  close attention is paid ... â 20 15 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Communications Channels Personal  Personal  Channels... Feedback in the Response Hierarchy Copyright © 20 15 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Figure 5. 5 ­ Alternative Response Hierarchies –The 
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