The Communications 2012/12/3. Encoding. Prof. Pierre Xiao LU, Fudan University. Animation. Verbal Graphic Musical

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0// The Communications Process The Communications Process Prof.

appropriate for image-related products There are many forms of

Written Word Pictures Drawings Charts Arrangement

Shape/ Form The Semiotic Perspective Three Components to every

1 0// The Communications Process The Communications Process Prof. Pierre Xiao LU, Fudan University Attractive sources are appropriate for image-related products There are many forms of encoding Encoding Verbal Graphic Musical Animation Spoken Word Written Word Pictures Drawings Charts Arrangement Instrumentation Action/ Motion Pace/ Speed Song Lyrics Voices Shape/ Form The Semiotic Perspective Three Components to every marketing message What is the symbolic meaning of the Snuggle bear? Object Brand such as Marlboro Interpretant/ intended meaning (masculine,rugged individualistic) Sign or symbol representing intended meaning (Cowboy)

Moderate Commonality Commonality Successful Communication Levels of Audience Aggregation Select an appropriate source Mass Markets Develop a

2 0// Images Encoded in Pictures Convey Emotions Very Powerfully Communications Channels Personal Channels Personal Selling Word of Mouth Print Media Broadcast Media Nonpersonal Channels Tremor Recruits Teens to Generate Word-of- Mouth Experiential Overlap Different Worlds Moderate Commonality Commonality Successful Communication Levels of Audience Aggregation Select an appropriate source Mass Markets Develop a properly encoded message Select the appropriate channel for the target audience Receive feedback Market Segments Niche Markets Small Groups Individuals

Perceived product differentiation 0// Models of the Response Process Models of Obtaining Feedback

attitudes, purchase intent Recall over time Inventory POP consumer panel Scanner data Persuasion Process

Alternative Response Hierarchies Topical Learning model involvement model Heavy Repetition vs.

The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?

3 Perceived product differentiation 0// Models of the Response Process Models of Obtaining Feedback Effectiveness Test Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory POP consumer panel Scanner data Persuasion Process Exposure/presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior Alternative Response Hierarchies Topical Learning model involvement model Heavy Repetition vs. Lengthy, Detailed Messages Dissonance/ attribution model Informative The Thinker The Feeler Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Habit Formation The Doer Self- Satisfaction The Reactor Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration

0// Products Such as Televisions Are Purchases The Feeler

) Attitude change Emotional arousal Media: Large space Image specials

Creative: Reminder Sales Media: Billboards Newspapers Point of Sale

consumers cognitive processing of advertising messages by looking at

4 0// Products Such as Televisions Are Purchases The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Sales Media: Small space ads 0-second ID s Radio; Point of Sale Creative: Reminder Sales Media: Billboards Newspapers Point of Sale Creative: Attention Response A Model of Response A method for examining consumers cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications. Examines types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message.

5 0// Response Categories Product/Message Thoughts Counterarguments Support arguments How Advertising Works Advertising Input Message content, media scheduling, repetition Source-Oriented Thoughts Source derogation Source bolstering Ad Execution Thoughts Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Thoughts about the ad itself Affect attitude toward the ad Consumer Behavior Choice, consumption, loyalty, habit, etc. IMC for Wall s Ice cream market overview and company overview (figures and market shares etc.) Detailed investigation of Wall s IMC with examples Evaluation and results of IMC with Sales Your IMC plan for next budget year 5

Learning Objectives. Learning Objectives 17/03/2016. Chapter 5 The Communication Process

Learning Objectives. Learning Objectives 17/03/2016. Chapter 5 The Communication Process Chapter 5 The Communication Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives