Communication Response Models – Chapter 3

The Communications Process

Group Exercise

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

Message

Contains the information or meaning the source hopes to convey. Verbal or nonverbalWritten, oral, or symbolic

Developed as a result of the encoding process.Encoding involves putting thoughts, ideas,

or information into symbolic form.

There are many forms of encoding

GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrange-ment

•Instrum-entation

•Voices

•Arrange-ment

•Instrum-entation

•Voices

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

VerbalVerbal GraphicGraphic MusicalMusical

EncodingEncoding

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.

The Semiotic Perspective

ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Interpretant/intended meaning (masculine,rugged

individualistic)

Interpretant/intended meaning (masculine,rugged

individualistic)

ObjectBrand such as

Marlboro

ObjectBrand such as

Marlboro

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Sign or symbolrepresenting

intendedmeaning (Cowboy)

Three Components to every marketing messageThree Components to every marketing message

What is the symbolic meaning of the Snuggle bear?

Images encoded in pictures powerfully convey emotions

Channel

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

Channels of Communication

Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth

Print Media

Broadcast Media

Receiver

The person or people with whom the sender shares thoughts or information.

Generally consumers in the target market or audience.

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

Niche Markets Personal selling or highly targeted media

Market Segments Variety of relevant media

Mass Markets Mass Communication

Small Groups One message and

medium

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.

Noise

Unplanned distortion or interference.Examples include:

Errors or problems during message’s encoding

Distortion in radio or television signalDistractions at the point of reception

Response vs. Feedback

ResponseReceiver’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.

Models of the Response Process

What do all of the models have in common?

Series of stepsFrom non-awareness to purchaseAll follow same sequence:

Think Feel Do

(learn)

Cognitive Affective Conative

Can you think of an example of when you followed this traditional model?

Do consumers always follow that model?

Can you think of an example of when you didn’t follow the traditional model?

Alternative Response Hierarchies

Computers are high-involvement, highly differentiated products.

Clever ads encourage low involvement learning

Implications of Alternative Response Models

IMC programIMC program

Likely response sequence

Likely response sequence

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

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

The Cognitive Response Approach

Figure 3-7

Cognitive Response Categories

Counter ArgumentsCounter Arguments Support ArgumentsSupport Arguments

Source DerogationSource Derogation Source BolsteringSource Bolstering

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Thoughts Aboutthe Ad Itself

Source BolsteringSource BolsteringSource DerogationSource Derogation

Support ArgumentsSupport ArgumentsCounter ArgumentsCounter Arguments

Affect AttitudeToward the AdAffect AttitudeToward the Ad

Product/Message ThoughtsProduct/Message Thoughts

Source-Oriented ThoughtsSource-Oriented Thoughts

Ad–Execution ThoughtsAd–Execution Thoughts