THE COMMUNICATION

PROCESS
Dr. Mohua Banerjee

BASIC MODEL OF COMMUNICATION

BASIC MODEL OF COMMUNICATION

Major participants sender, receiver Major communication tools message, channel Major communication function encoding, decoding, response, feedback Works against effective communication noise Field of experience experience, perceptions, attitudes, values brought to the communication situation

SEMIOTICS NATURE OF MEANING

Studies how our words, gestures, myths, signs, symbols acquire meaning Products acquire meaning through the way they are advertised Consumers use products to express social identities

Object 'Cool Water' by Davidorf Sign bottle of Cool Water given physically descriptive qualities through its cold, chilled appearance. This is insured through the droplets of water on the bottle

Interpretant implies the tangible, refreshing, pure status of the product

ANALYZING THE RECEIVER

Who is the target audience? Individuals, niche markets, market segments, mass markets

Individuals advertising used to attract audiences attention to the firm, but detailed message is carried by a salesperson who can respond to specific needs of individual customer, e.g. life insurance, financial services, real estate Niche markets very small, well-defined groups of customers, reached through targeted media like direct mail

ANALYZING THE RECEIVER

Market segments as segments get larger, marketers turn to broad-based media e.g. newspapers, magazines, TV Mass markets large number of present or potential customers attention drawn through mass communication:
Marketer sends a message to millions of consumers at the same time One-way flow of information Feedback on audiences reaction difficult to measure No opportunity for marketer to explain or clarify message

THE RESPONSE PROCESS

AIDA Model
Represents the stages a salesperson must take a customer through, in the personal-selling process

THE RESPONSE PROCESS

William McGuires Information Processing Model
Stages Cognitive stage (learning) Information processing model Presentation Attention Comprehension Affective stage (feeling ) Yielding

Retention Behavioral stage (doing) Behavior

IMPLICATIONS FOR ADVERTISERS

Highlight series of steps potential purchasers to be taken through to move them from unawareness of a product to willingness to purchase it Buyers may be at different stages in the hierarchy, advertiser will face different sets of communication problems
Plasma high definition TV create awareness Nescafe supportive/reminder advertising to reinforce positive perceptions

METHODS OF OBTAINING FEEDBACK

Persuasion process

Effectiveness tests

Presentation Attention

Circulation reach Listener/reader/viewer recognition

Comprehension
Yielding Retention Behavior

Recall, checklists
Purchase intent, brand attitude Recall over time Scanner data, POP consumer panel

ALTERNATIVE RESPONSE HIERARCHIES MICHAEL RAY

The Standard Learning Hierarchy

Conative/Behavioral

Cognitive Affective (learn) (feel) - computers, cameras, appliances, cars

(do)

Consumer highly involved, much differentiation among brands Ads are detailed; provide customers with information to evaluate brands for purchase decision

ALTERNATIVE RESPONSE HIERARCHIES MICHAEL RAY

The Dissonance/Attribution Hierarchy

Conative Affective (do) (feel) - credit card, cell phone

Cognitive (learn)

Consumer highly involved, low differentiation among brands, products have unknown attributes Ads for post-purchase situation; provide customers with supportive information to reinforce wisdom of the purchase; reduce post-purchase dissonance

ALTERNATIVE RESPONSE HIERARCHIES MICHAEL RAY

The Low Involvement Hierarchy

Cognitive (learn)

Conative (do)

Affective (feel)

- Products advertised through TV

Low consumer involvement, low differentiation among brands, mass media advertising important

Subtle changes in consumers knowledge on product brand name, ad theme, slogan but does not result in attitude change, may trigger purchase in a purchase situation; consumer forms attitude due to experience with it

THE PERSUASION MATRIX

Steps Message presentation Attention Comprehension Yielding Retention Behavior Marketers see how each controllable element interacts with the consumers response process Decisions about each independent variable dont enhance one stage at the expense of the other 3 4 1 Source Message Channel 2 Receiver Destination

THE PERSUASION MATRIX

Receiver/comprehension: Can the receiver comprehend the ad? more marketers know about the target market, more they see which words, symbols, expressions their customers understand

Channel/presentation: Which media will increase penetration? how well they reach marketers target audience

Message/yielding: What type of message will create favorable attitudes or feelings? agreeable, humorous, music, sexual appeals, compare brands

Source/attention: Who will be effective in getting consumers attention? sources who will attract target audiences attention actors, athletes, rock stars, models

SOURCE FACTORS

Source the person involved in communicating a marketing message directly or indirectly Source attributes: Credibility Attractiveness Power Each influences recipients attitude through a different process

SOURCE ATTRIBUTE - CREDIBILITY

Extent to which recipient sees source as having relevant knowledge, skill, experience and trusts source to give unbiased, objective information

Internalization receiver adopts opinion of credible communicator as he believes information from this source is accurate Belief may be maintained even after the source of message is forgotten

Applying expertise endorsements from individuals or groups recognized as experts, e.g. dentists, doctors

ADS APPLYING EXPERTISE

SOURCE ATTRIBUTE - CREDIBILITY

Applying trustworthiness

Finding celebrities with trustworthy image is difficult

Public figures hesitate to endorse products because of impact on reputation Celebrities appear on talk shows and promote an upcoming event like release of a new movie or music DVD (stealth marketing)

Product experts criticized for giving favorable reviews without disclosing they were being paid by the companies to mention their brands

SOURCE ATTRIBUTE - CREDIBILITY

Using corporate leaders as Spokespeople

Use company President or CEO as spokesperson in firms advertising e.g.Vijay Mallaya Ultimate expression of companys commitment to quality and customer service

During crisis Pepsicos Chairman Rajeev Bakshi during pesticide crisis the brand faced in 2006
Too small advertising budgets to accommodate professional actors

Problem if individual becomes involved in controversy labour dispute, political issue, personal problem
Problem if person leaves the company

SOURCE ATTRIBUTE ATTRACTIVENESS

Involves similarity, familiarity, likeability

Similarity resemblance between source and receiver Familiarity knowledge about source through exposure Likeability affection for source because of physical appearance, behavior, etc

Identification receiver is motivated to seek some type of relationship with source and thus adopts similar beliefs, attitudes, preferences, behavior

Does not integrate information into receivers belief system Receiver maintains position as long as supported by source or source remains attractive

SOURCE ATTRIBUTE ATTRACTIVENESS

Applying similarity

If source and receiver have similar needs, goals, interests, lifestyles, position advocated by source is better received Slice-of-life commercial where consumer thinks I can see myself in that situation e.g. KKRs ads for IPL 2012

SOURCE ATTRIBUTE ATTRACTIVENESS

Applying likeability: Using celebrities (1) Spokespeople who are admired movie stars, athletes, musicians, other popular public figures

Celebrities have stopping power; draw attention to advertising messages in a cluttered media environment

Marketers think celebrities will favorably influence consumers feelings, attitudes, purchase behavior
Factors to consider:

Overshadowing the product consumers may focus attention on the celebrity and fail to notice the brand Overexposure celebrity endorses too many products or companies; consumers skeptical (exclusivity clause)

SOURCE ATTRIBUTE ATTRACTIVENESS

Target audiences receptivity consumers particularly knowledgeable about a product, or having strong attitudes is less influenced by celebrity

Important endorser traits: Is a good model Doesnt use drugs Has never been arrested Actually uses product in real life Has a good family life Is successful Is in his profession for a long time

Risk to the advertiser celebritys behavior may pose a risk to the company (Hertz O.J. Simpson, Pepsi Mike Tyson, Michael Jackson, Tiger Woods)

Companies research celebritys personal life and background Endorsement contacts include morals clause Gets advertisers out of a problem does not prevent it

MCCRACKENS CELEBRITY ENDORSEMENT PROCESS

Celebrities draw powerful meanings from the roles they assume in movies, sports, etc. that reside in them They bring their meanings and image into the ad and transfer them to the product they are endorsing The meanings the celebrity has given to the product are transferred to the consumer

UNDERSTANDING CELEBRITY ENDORSEMENT PROCESS

Mallika Sherawats sexy image helped launch 7 UPs

packaging Curvy
Culture; Endorsement; Consumption

Implications for companies using celebrity endorsements:

First decide on image or symbolic meanings important to target audience for

the product Determine which celebrity best represents the meaning to be projected Design advertising campaign that captures that meaning in the product and moves it to the consumer

SOURCE ATTRIBUTE ATTRACTIVENESS

Applying likeability: Using decorative models (2)

Physically attractive person serves as passive or decorative model rather than active communicator Draws attention to the ad but not to the product Facilitates recognition of the ad but not product recall Might negatively impact advertising effectiveness Social advocacy approach Unilevers Dove uses everyday women and girls who resemble typical consumers

SOURCE ATTRIBUTE POWER

Source may be able to induce another person to respond to the request or position he or she is advocating Compliance influence process occurring when a receiver perceives a source as having power Receiver accepts the persuasive influence of source and acquiesces to his position in hopes of obtaining a favorable reaction or avoiding punishment E.g. public service campaigns like health issues, voting Persuasion induced through compliance may be superficial

MESSAGE FACTORS
Message structure Communicator wants to get across number of message points. Strategic decision best way to communicate these points and overcome any opposing viewpoints

Message appeal Strategic decision choice of an appropriate appeal rational, logical aspect of consumers decision-making process feelings to evoke emotional reaction combination

MESSAGE APPEAL - emotional reaction

MESSAGE FACTORS MESSAGE STRUCTURE (1)

Order of presentation items presented first and last are remembered better than those presented in the middle
Primacy effect strongest arguments at the beginning of the message, information presented first is most effective Recency effect strongest arguments at the end of the message, information presented last is most effective

Advertiser presents brand name, key selling points early in the message and repeat them at the end to enhance recall and retention

MESSAGE FACTORS MESSAGE STRUCTURE

Conclusion drawing whether messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusions highly educated people prefer to draw their own conclusions; if immediate action required, e.g. pulse polio Message sidedness one-sided message mentions only positive attribute, two-sided message presents both good and bad points e.g. cough syrup

Refutation two-sided message where communicator presents both sides of an issue and then refutes opposing viewpoint; ads are aimed at building resistance in the consumers mind against competitor attacks or criticism

Verbal vs. visual messages minimal amount of information and rely on visual elements to communicate

REFUTATIONAL

VISUAL
MESSAGES

VISUAL MESSAGES

Picture of customer enjoying the benefits of the product is a powerful advertising technique

Written and spoken visualization by

using visual images

VISUAL MESSAGES

MESSAGE FACTORS MESSAGE APPEALS (2)

Comparative advertising
Recall higher for comparative messages Brands with small market share /new brands position itself directly against established brands Market leaders hesitate Exceptions Coca-Cola & Pepsi

MESSAGE FACTORS MESSAGE APPEALS (2)

Fear appeals

Arouse individuals to take steps to remove the threat Others threaten disapproval or social rejection mouthwash, deodorant, antidandruff shampoos Low level of fear ineffective; high level ineffective (message avoidance)

MESSAGE FACTORS MESSAGE APPEALS (2)

Humor appeals

Put consumers in a positive mood

Increase liking of the ad

Draws people to humorous situation but distracts them from the brand and its attributes Wearout refers to TV or radio commercial losing effectiveness when it is seen or heard repeatedly