Lecture 3-communication
- 1. Communications Theory and Models of the Communications Process Dr. George Belch San Diego State University .
- 3. Experiential Overlap Different Worlds Sender Receiver Experience Experience Moderate Commonality Receiver Sender Experience Experience High Commonality Receiver Receiver Experience Sender Experience Experience
- 4. Communications Channels Personal Selling Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media
- 5. Self versus External Paced Media Self-Paced Externally Paced Media Media • Newspapers • Radio • Magazines • Television vs. • Direct Mail • Internet
- 6. Successful Communication Select an appropriate source Develop a properly encoded message Select the appropriate channel for the target audience Receive feedback
- 8. Promotional Planning Elements Promotional Planning 1 2 3 4 Receiver/ Channel/ Message/ Source/ comprehension presentation yielding attention Can the Which media What type of Who will be receiver will increase message will effective in comprehend presentation? create getting the ad? favorable consumers’ attitudes? attention?
- 9. Source Attributes and Receiver Processing Modes Source Attribute Process Credibility Internalization Attractiveness Identification Power Compliance
- 10. Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased Objective
- 11. Source Attractiveness Similarity Familiarity Likeability Resemblance Knowledge of the Affection for the between the source through source resulting source and repeated or from physical recipient of the prolonged appearance, message exposure behavior, or other personal traits
- 12. Use of an Attractive Athlete as a Source
- 13. Source Power Perceived control Source Power Perceived concern Perceived scrutiny
- 14. There are many forms of message 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
- 15. Message Appeal Choices Appeal mostly to the Appeal mostly to the logical, rational minds feelings and emotions of consumers of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions
- 16. Images Encoded in Pictures Convey Emotions Very Powerfully
- 17. Visual Images are very important in ads
- 18. Use of Humor in a Print Ad
- 19. A Model of Cognitive Response © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 20. Cognitive Response Categories Product/Message Thoughts Counterarguments Support arguments Source-Oriented Thoughts Source derogation Source bolstering Ad Execution Thoughts Thoughts about Affect attitude the ad itself toward the ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Editor's Notes
- #2: Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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- #13: Relation to text This material relates to material on pp. 157-159 of the text which discusses the Elaboration Likelihood Model. Summary Overview This slide shows an ad for Gillette Right Guard Clear Stick and Clear Gel deodorant featuring former NBA basketball star Scottie Pippen. It contains several positive peripheral cues including the use of a popular celebrity endorser and excellent visual imagery. Gillette used Pippen as an endorser for Right Guard for a number of years when he and Michael Jordan were the star players on the Chicago Bulls basketball team that won five NBA championships during the 1990s. Use of this slide This slide can be used to show an example of an ad that might result in attitude change through a peripheral route to persuasion. The celebrity endorser and visual imagery might serve as peripheral cues and help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad.
- #21: Relation to text This slide relates to material on pp. 155-157 of the text. Summary Overview This slide shows the three basic categories of cognitive responses. These are: Product/message thoughts – directed at the product or service and/or claims being made in the communication. These types of thoughts include: Counterarguments – thoughts the recipient has that are opposed to the position taken in the message Support arguments – thoughts that affirm or support the claims made in the message Source-oriented thoughts – directed at the source of the communication and include: Source derogations – negative thoughts about the spokesperson or organization making the claims Source bolsters – favorable thoughts about the spokesperson or organization making the claims Ad execution thoughts – thoughts about the ad itself, including execution factors such as creativity, quality, colors, or voice tones. Affect/attitude toward the ad represents the receivers’ feeling of favorability or unfavorability toward the ad. Use of this slide This slide can be used to further explain the cognitive response model by providing examples of the three categories of thoughts that might occur in reaction to an advertising message.