Communication Strategies

Topics: Elaboration likelihood model, Psychology, Communication Pages: 8 (617 words) Published: June 14, 2013
5

The Communication Process

McGraw-Hill/Irwin

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The Nature of Communication

5-2

Forms of Encoding

Verbal

Graphic

Musical

Animation

5-3

1

Message Development

Content

Design

Structure

5-4

What is the symbolic meaning of the Snuggle bear?

5-5
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Communication Channels

Personal Channels

Nonpersonal Channels

Word of Mouth

Personal Selling

Print Media

Broadcast Media

5-6

2

Field of Experience Overlap
Different Worlds
Sender Experience Receiver Experience

Moderate Commonality
Sender Experience Receiver Experience

High Commonality
Receiver Sender Experience Experience

Receiver Experience

5-7

Successful Communication
Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback
5-8

Identifying the Target Audience

Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences

5-9

3

Traditional Response Hierachies

5-10

Obtaining Feedback
Effectiveness Tests Persuasion Process

Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time Inventory, POP, scanner data

Exposure/ presentation Attention Comprehension Message acceptance/ yielding Retention Purchase behavior 5-11

The FCB Planning Model
Thinking
High Involvement

Feeling

Informative The Thinker

1

Affective The Feeler

2

Low Involvement

Habit Formation The Doer

3

SelfSatisfaction The Reactor
5-12

4

4

Foote, Cone & Belding Grid
Thinking

1
High Involvement

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

Possible implications
Test: Media:

Creative:

Recall diagnostics Long copy format Reflective vehicles Specific information Demonstration

5-13
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Products Such as Televisions Are High Involvement Purchases

5-14
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid
Feeling

2
High Involvement

Affective
The Feeler
Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?)

Possible implications
Test: Media: Creative:

Attitude change Emotional arousal Large space Image specials Executional Impact 5-15

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5

Foote, Cone & Belding Grid
Thinking

3
Low Involvement

Habit formation
The Doer
Food-household items Model: Do-learn-feel (responsive?)

Possible implications
Test: Media:

Creative:

Sales Small space ads 10-second ID’s Radio; Point of Sale Reminder

5-16
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Foote, Cone & Belding Grid
Feeling

4
Low Involvement

Self-satisfaction
The Reactor
Cigarettes, liquor, candy Model: Do-feel-learn (social?)

Possible implications
Test: Media:

Creative:

Sales Billboards Newspapers Point of Sale Attention

5-17
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing Promotional Strategies

•  Ad options based on the FCB grid
•  Rational versus emotional appeals •  Increasing involvement levels •  Evaluation of a think-type product on the basis of feelings 5-18

6

LG Connects with Consumer Emotions

5-19

Cognitive Response
A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message 5-20

A Model of Cognitive Response

5-21

7

Cognitive Response Categories
Product/Message Thoughts Counterarguments Support arguments

Source-Oriented Thoughts Source...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Summary/ Course Notes Consumer Behavior & Marketing Strategy Essay
  • Persuasive Communication Theory Essay
  • Persuation in Communication Essay
  • Essay on Self Concept Through Interpersonal Communication
  • Mission Statement and Communication A. Method Essay
  • Sexual Strategies Theory
  • Essay about Organizattional Commitment and Communication
  • Proffesional Health Care Communication Essay

Become a StudyMode Member

Sign Up - It's Free