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COMMUNICATION
PROCESS
Forms of Encoding
Verbal
Graphic
Musical
Spoken
Word
Pictures
Arrangement
Action/
Motion
Instrumentation
Shape/
Form
Written
Word
Song
Lyrics
Drawings
Charts
Voices
Animation
Pace/
Speed
Message Development
Content
Design
Structure
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The Clothes
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The Setting
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The Statement
!
The Tag Line
Communication Channel
Personal
Channels
Word of
Mouth
Personal
Selling
Nonpersonal
Channels
Print
Media
Broadcast
Media
Receiver
Experience
Moderate Commonality
Sender
Experience
Receiver
Experience
High Commonality
Receiver
Sender
Experience
Experience
Receiver
Experience
Successful Communication
Select an appropriate source
Obtaining Feedback
Effectiveness Tests
Persuasion Process
Circulation reach
Exposure/presentation
Listener, reader,
viewer recognition
Attention
Recall, checklists
Comprehension
Brand attitudes,
purchase intent
Message acceptance/
yielding
Retention
Inventory
POP consumer panel
Scanner data
Purchase behavior
Alternative Response
Hierarchies
High
High
Low
Learning
model
LowCognitive
involvement
model
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Cognitive
Affective
Conative
Dissonance/
attribution model
Low
Perceived product
differentiation
Topical Involvement
Conative
Affective
Cognitive
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!
Conative
!
!
!
Affective
Dissonance/Attribution Model
Low-Involvement Products
Low
Involvement
High
Involvement
Feeling
Informative
The Thinker
Affective
The Feeler
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
Developing Promotional
Strategies
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
A Model of Cognitive
Response
Support arguments
Source-Oriented Thoughts
Source derogation
Source bolstering
Ad Execution Thoughts
Thoughts about
the ad itself
Affect attitude
toward the ad
Central route
ability and
motivation to
process a message
is high and close
attention is paid to
message content
Peripheral route
ability and
motivation to
process a message
is low; receiver
focuses more on
peripheral cues than
on message content