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Communication Response Models
Chapter Objectives
• To understand the basic elements of the
  communication process and the role of
  communication in marketing.
• To examine various communication response
  models.
• To analyze the response processes of receivers
  of marketing communications, including
  alternative response hierarchies and their
  implications for promotional planning and
  strategy.
• To examine the nature of consumers’ cognitive
  processing of marketing communications.
• To summarize an integrative communication
  response model from a theoretical and
  managerial perspective.

                © 2005 McGraw-Hill Ryerson Limited
The Communications Process




          © 2005 McGraw-Hill Ryerson Limited
Source

• Sender or source of communication is
  the person or organization that has
  information to share.
• A source can be:
  – An individual
  – A nonpersonal entity




              © 2005 McGraw-Hill Ryerson Limited
Message

• Contains the information or meaning
  the source hopes to convey.
  – Verbal or nonverbal
  – Written, oral, or symbolic
• Developed as a result of the encoding
  process.
  – Encoding involves putting thoughts,
    ideas, or information into symbolic form.




              © 2005 McGraw-Hill Ryerson Limited
There are many forms of encoding

                     Encoding


  Verbal     Graphic                 Musical         Animation


• Spoken    • Pictures             • Arrange-        • Action/
  Word                               ment              Motion
            • Drawings
• Written                          • Instrum-        • Pace/
  Word      • Charts                 entation          Speed

• Song                             • Voices          • Shape/
  Lyrics                                               Form

                © 2005 McGraw-Hill Ryerson Limited
Semiotics

• The study of the nature of meaning,
  asking how our reality – words,
  gestures, myths, signs, symbols,
  products/services, theories – acquire
  meaning.
• Advertising and marketing researchers
  are interested in semiotics to better
  understand the symbolic meaning which
  might be conveyed in a communication.



             © 2005 McGraw-Hill Ryerson Limited
The Semiotic Perspective

Three Components to every marketing message

                       Object
                    Brand such as
                      Marlboro




                                            Sign or symbol
      Interpretant/
                                             representing
   intended meaning
                                                intended
   (masculine,rugged
                                                meaning
     individualistic)
                                               (Cowboy)




                  © 2005 McGraw-Hill Ryerson Limited
What is the symbolic meaning of the Snuggle
bear?




            © 2005 McGraw-Hill Ryerson Limited
Images encoded in pictures powerfully
convey emotions




            © 2005 McGraw-Hill Ryerson Limited
Channel

• The method by which the
  communication travels from the source
  or sender to the receiver.




             © 2005 McGraw-Hill Ryerson Limited
Channels of Communication

                                                        Personal
                                                        Selling
     Personal
     Channels
                                                        Word of
                                                        Mouth


   Print
   Media
                                                     Nonpersonal
                                                      Channels
Broadcast
    Media

                © 2005 McGraw-Hill Ryerson Limited
Receiver

• The person or people with whom the
  sender shares thoughts or information.
• Generally consumers in the target
  market or audience.




             © 2005 McGraw-Hill Ryerson Limited
Levels of Audience Aggregation

Figure 3-2




             © 2005 McGraw-Hill Ryerson Limited
Marketing to Different Audience Groups

     Mass Markets  Mass Communication


       Market Segments  Variety of
              relevant media

         Niche Markets  Personal
              selling or highly
               targeted media
            Small Groups  One
               message and
                  medium
                Individuals 
                   Personal
                    selling


             © 2005 McGraw-Hill Ryerson Limited
Decoding

• Transforming the sender’s message
  back into thought.
• Heavily influenced by receiver’s frame
  of reference or field of experience.
• Effective communication more likely
  when parties share some common
  ground.




              © 2005 McGraw-Hill Ryerson Limited
Noise

• Unplanned distortion or interference.
• Examples include:
  – Errors or problems during message’s
    encoding
  – Distortion in radio or television signal
  – Distractions at the point of reception




               © 2005 McGraw-Hill Ryerson Limited
Response vs. Feedback

Response
• Receiver’s set of reactions after seeing,
  hearing, or reading the message.
• Feedback is the part of the response
  communicated back to the sender.
  – Closes the loop in the communications
    flow and lets sender monitor how
    encoded message is being decoded and
    received.



              © 2005 McGraw-Hill Ryerson Limited
Models of the Response Process




          © 2005 McGraw-Hill Ryerson Limited
1. AIDA Model

• Developed to represent the stages
  through which a salesperson must take
  a customer in the personal selling
  process.
• Buyer is depicted as passing through
  Attention, Interest, Desire, and Action
  stages.
  – Action stage involves closing the sale,
    which is the most difficult stage, but
    most important to the marketer.


              © 2005 McGraw-Hill Ryerson Limited
2. Hierarchy of Effects Model

• Paradigm for setting and measuring
  advertising objectives.
• Shows the process by which advertising
  works, and that advertising’s effects
  occur over a period of time.
• Consumer passes through a series of
  steps in sequential order, from initial
  awareness of product or service to
  actual purchase.


             © 2005 McGraw-Hill Ryerson Limited
3. Innovation Adoption Model

• Represents the stages a consumer
  passes through in adopting a new
  product or service.
• Potential adopters must be moved
  through a series of steps before
  deciding to adopt a new product.




             © 2005 McGraw-Hill Ryerson Limited
4. Information Processing Model

• Assumes that the receiver in a
  persuasive communication situation is
  an information processor or problem
  solver.
• Steps of being persuaded constitute a
  response hierarchy.
• Steps are similar to the Hierarchy of
  Effects sequence.




             © 2005 McGraw-Hill Ryerson Limited
Traditional Hierarchy Models are useful
  because:
• They outline the series of steps potential
  purchasers must take to move from
  unawareness of a product or service to
  readiness to purchase.
• Potential buyers can be identified as present
  at different stages in the hierarchy.
• Advertiser can identify different
  communication problems based on each stage
  of the hierarchy.
• They can be used as intermediate measures
  of communication effectiveness to guide
  future communication decisions.

               © 2005 McGraw-Hill Ryerson Limited
Alternative Response Hierarchies
                             Topical Involvement
                               High         Low
                            Learning Model           Low Involvement
                                                          Model
 Perceived product


                     High
                               Cognitive
  differentiation



                                                         Cognitive
                               Affective
                               Conative

                              Dissonance/                 Conative
                            Attribution Model
                     Low




                               Conative
                               Affective                  Affective
                               Cognitive


                                © 2005 McGraw-Hill Ryerson Limited
Computers are high-involvement, highly
differentiated products.




            © 2005 McGraw-Hill Ryerson Limited
Clever ads encourage low involvement
learning




            © 2005 McGraw-Hill Ryerson Limited
Alternative Response Hierarchies

Figure 3-5




             © 2005 McGraw-Hill Ryerson Limited
Implications of Alternative Response Models

 Analyze:
 • Communication situation for their product or
 service
 •Involvement levels and product/service
 differentiation
 •Consumers’ use of information sources and levels
 of experience with product or service



                 Likely response
                    sequence


                   IMC program

                © 2005 McGraw-Hill Ryerson Limited
The Cognitive Response Approach

Figure 3-7




             © 2005 McGraw-Hill Ryerson Limited
Cognitive Response Categories
              Product/Message Thoughts


Counter Arguments                                  Support Arguments


               Source-Oriented Thoughts


Source Derogation                                    Source Bolstering



                  Ad–Execution Thoughts

 Thoughts About                                          Affect Attitude
  the Ad Itself                                          Toward the Ad

                    © 2005 McGraw-Hill Ryerson Limited
Product/Message Thoughts

               Product/Message Thoughts


Counter Arguments                                        Support Arguments


•Recipient thoughts                                  •Recipient thoughts
opposing message of                                  affirming message of
ad.                                                  ad.




                    © 2005 McGraw-Hill Ryerson Limited
Source-Oriented Thoughts

                Source-Oriented Thoughts


 Source Derogation                                        Source Bolstering


•Negative thoughts                                    •Positive reactions
about spokesperson                                    to spokesperson or
or organization                                       organization making
making the claims.                                    the claims.




                     © 2005 McGraw-Hill Ryerson Limited
Ad-Execution Thoughts

                      Ad-Execution Thoughts

     Thoughts About                                          Affect Attitude
      the Ad Itself                                          Toward the Ad



•?                                                      •?




                       © 2005 McGraw-Hill Ryerson Limited
Elaboration Likelihood Model

Focuses on the way consumers respond to persuasive
messages based on the amount and nature of
elaboration or processing of information


              Routes to attitude change

Central route to                          Peripheral route
persuasion                                to persuasion
•High ability and                         •Low ability and
motivation to                             motivation to
process a message                         process a message
•Close attention is                       •Receiver focuses
paid to message                           more on peripheral
content                                   cues rather than
                                          message content


                 © 2005 McGraw-Hill Ryerson Limited
Celebrity endorsers can be peripheral cues




            © 2005 McGraw-Hill Ryerson Limited
Implications of the ELM

• Level of involvement of consumers in
  target audience:
  – HIGH  an ad or sales presentation
    should contain strong arguments that
    are difficult for the recipient to refute or
    counterargue.
  – LOW  peripheral cues may be more
    important than detailed message
    arguments.



               © 2005 McGraw-Hill Ryerson Limited
Theoretical Approach to Understanding How
  Consumers Respond to Advertising
A framework for studying how advertising works.
     Advertising Input
   Message content, media
    scheduling, repetition

                    Filters
               Motivation, ability,
                (involvement)


                               Consumer
                             Cognition, Affect,
                                Experience


                                        Consumer Behaviour
                                         Choice, consumption,
                                          loyalty, habit, etc.
                   © 2005 McGraw-Hill Ryerson Limited
Managerial Approach to Understanding How
  Consumers Respond to Advertising

Processing and Communication Effects
Figure 3-10




                © 2005 McGraw-Hill Ryerson Limited

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Communication Response Models

  • 2. Chapter Objectives • To understand the basic elements of the communication process and the role of communication in marketing. • To examine various communication response models. • To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. • To examine the nature of consumers’ cognitive processing of marketing communications. • To summarize an integrative communication response model from a theoretical and managerial perspective. © 2005 McGraw-Hill Ryerson Limited
  • 3. The Communications Process © 2005 McGraw-Hill Ryerson Limited
  • 4. Source • Sender or source of communication is the person or organization that has information to share. • A source can be: – An individual – A nonpersonal entity © 2005 McGraw-Hill Ryerson Limited
  • 5. Message • Contains the information or meaning the source hopes to convey. – Verbal or nonverbal – Written, oral, or symbolic • Developed as a result of the encoding process. – Encoding involves putting thoughts, ideas, or information into symbolic form. © 2005 McGraw-Hill Ryerson Limited
  • 6. There are many forms of encoding Encoding Verbal Graphic Musical Animation • Spoken • Pictures • Arrange- • Action/ Word ment Motion • Drawings • Written • Instrum- • Pace/ Word • Charts entation Speed • Song • Voices • Shape/ Lyrics Form © 2005 McGraw-Hill Ryerson Limited
  • 7. Semiotics • The study of the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning. • Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication. © 2005 McGraw-Hill Ryerson Limited
  • 8. The Semiotic Perspective Three Components to every marketing message Object Brand such as Marlboro Sign or symbol Interpretant/ representing intended meaning intended (masculine,rugged meaning individualistic) (Cowboy) © 2005 McGraw-Hill Ryerson Limited
  • 9. What is the symbolic meaning of the Snuggle bear? © 2005 McGraw-Hill Ryerson Limited
  • 10. Images encoded in pictures powerfully convey emotions © 2005 McGraw-Hill Ryerson Limited
  • 11. Channel • The method by which the communication travels from the source or sender to the receiver. © 2005 McGraw-Hill Ryerson Limited
  • 12. Channels of Communication Personal Selling Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media © 2005 McGraw-Hill Ryerson Limited
  • 13. Receiver • The person or people with whom the sender shares thoughts or information. • Generally consumers in the target market or audience. © 2005 McGraw-Hill Ryerson Limited
  • 14. Levels of Audience Aggregation Figure 3-2 © 2005 McGraw-Hill Ryerson Limited
  • 15. Marketing to Different Audience Groups Mass Markets  Mass Communication Market Segments  Variety of relevant media Niche Markets  Personal selling or highly targeted media Small Groups  One message and medium Individuals  Personal selling © 2005 McGraw-Hill Ryerson Limited
  • 16. Decoding • Transforming the sender’s message back into thought. • Heavily influenced by receiver’s frame of reference or field of experience. • Effective communication more likely when parties share some common ground. © 2005 McGraw-Hill Ryerson Limited
  • 17. Noise • Unplanned distortion or interference. • Examples include: – Errors or problems during message’s encoding – Distortion in radio or television signal – Distractions at the point of reception © 2005 McGraw-Hill Ryerson Limited
  • 18. Response vs. Feedback Response • Receiver’s set of reactions after seeing, hearing, or reading the message. • Feedback is the part of the response communicated back to the sender. – Closes the loop in the communications flow and lets sender monitor how encoded message is being decoded and received. © 2005 McGraw-Hill Ryerson Limited
  • 19. Models of the Response Process © 2005 McGraw-Hill Ryerson Limited
  • 20. 1. AIDA Model • Developed to represent the stages through which a salesperson must take a customer in the personal selling process. • Buyer is depicted as passing through Attention, Interest, Desire, and Action stages. – Action stage involves closing the sale, which is the most difficult stage, but most important to the marketer. © 2005 McGraw-Hill Ryerson Limited
  • 21. 2. Hierarchy of Effects Model • Paradigm for setting and measuring advertising objectives. • Shows the process by which advertising works, and that advertising’s effects occur over a period of time. • Consumer passes through a series of steps in sequential order, from initial awareness of product or service to actual purchase. © 2005 McGraw-Hill Ryerson Limited
  • 22. 3. Innovation Adoption Model • Represents the stages a consumer passes through in adopting a new product or service. • Potential adopters must be moved through a series of steps before deciding to adopt a new product. © 2005 McGraw-Hill Ryerson Limited
  • 23. 4. Information Processing Model • Assumes that the receiver in a persuasive communication situation is an information processor or problem solver. • Steps of being persuaded constitute a response hierarchy. • Steps are similar to the Hierarchy of Effects sequence. © 2005 McGraw-Hill Ryerson Limited
  • 24. Traditional Hierarchy Models are useful because: • They outline the series of steps potential purchasers must take to move from unawareness of a product or service to readiness to purchase. • Potential buyers can be identified as present at different stages in the hierarchy. • Advertiser can identify different communication problems based on each stage of the hierarchy. • They can be used as intermediate measures of communication effectiveness to guide future communication decisions. © 2005 McGraw-Hill Ryerson Limited
  • 25. Alternative Response Hierarchies Topical Involvement High Low Learning Model Low Involvement Model Perceived product High Cognitive differentiation Cognitive Affective Conative Dissonance/ Conative Attribution Model Low Conative Affective Affective Cognitive © 2005 McGraw-Hill Ryerson Limited
  • 26. Computers are high-involvement, highly differentiated products. © 2005 McGraw-Hill Ryerson Limited
  • 27. Clever ads encourage low involvement learning © 2005 McGraw-Hill Ryerson Limited
  • 28. Alternative Response Hierarchies Figure 3-5 © 2005 McGraw-Hill Ryerson Limited
  • 29. Implications of Alternative Response Models Analyze: • Communication situation for their product or service •Involvement levels and product/service differentiation •Consumers’ use of information sources and levels of experience with product or service Likely response sequence IMC program © 2005 McGraw-Hill Ryerson Limited
  • 30. The Cognitive Response Approach Figure 3-7 © 2005 McGraw-Hill Ryerson Limited
  • 31. Cognitive Response Categories Product/Message Thoughts Counter Arguments Support Arguments Source-Oriented Thoughts Source Derogation Source Bolstering Ad–Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad © 2005 McGraw-Hill Ryerson Limited
  • 32. Product/Message Thoughts Product/Message Thoughts Counter Arguments Support Arguments •Recipient thoughts •Recipient thoughts opposing message of affirming message of ad. ad. © 2005 McGraw-Hill Ryerson Limited
  • 33. Source-Oriented Thoughts Source-Oriented Thoughts Source Derogation Source Bolstering •Negative thoughts •Positive reactions about spokesperson to spokesperson or or organization organization making making the claims. the claims. © 2005 McGraw-Hill Ryerson Limited
  • 34. Ad-Execution Thoughts Ad-Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad •? •? © 2005 McGraw-Hill Ryerson Limited
  • 35. Elaboration Likelihood Model Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information Routes to attitude change Central route to Peripheral route persuasion to persuasion •High ability and •Low ability and motivation to motivation to process a message process a message •Close attention is •Receiver focuses paid to message more on peripheral content cues rather than message content © 2005 McGraw-Hill Ryerson Limited
  • 36. Celebrity endorsers can be peripheral cues © 2005 McGraw-Hill Ryerson Limited
  • 37. Implications of the ELM • Level of involvement of consumers in target audience: – HIGH  an ad or sales presentation should contain strong arguments that are difficult for the recipient to refute or counterargue. – LOW  peripheral cues may be more important than detailed message arguments. © 2005 McGraw-Hill Ryerson Limited
  • 38. Theoretical Approach to Understanding How Consumers Respond to Advertising A framework for studying how advertising works. Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, Affect, Experience Consumer Behaviour Choice, consumption, loyalty, habit, etc. © 2005 McGraw-Hill Ryerson Limited
  • 39. Managerial Approach to Understanding How Consumers Respond to Advertising Processing and Communication Effects Figure 3-10 © 2005 McGraw-Hill Ryerson Limited