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Integrated Marketing Communications Module 2: Understanding communication process Concept 1: Source, Message and channel

Integrated Marketing Communications Module 2: Understanding communication process Concept 1: Source, Message and channel factors. Integrated Marketing Communications Module 2: Understanding communication process Concept 1: Source, message and channel factors. What is communication?

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Integrated Marketing Communications Module 2: Understanding communication process Concept 1: Source, Message and channel

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  1. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, Message and channel factors IMC/M2

  2. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors What is communication? - passing of information - exchange of ideas - process of establishing a commonness of thought The function of all elements of the IMC program is to communicate. Some of the ways are through advertisements, brand names, logos, graphics, websites, press releases, package designs, promotions, visual images etc. IMC/M2

  3. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Sender’s Field of experience Receiver’s Field of experience Source / Sender Encoding Channel Message Decoding A model of the communication process Receiver Feedback Response IMC/M2

  4. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Source Encoding The sender or source of a communication is the person/organization that has information to share with another person/group of people. The process of putting thoughts, ideas or information into a symbolic form by the use of words, symbols, pictures etc. is called encoding. The goal is to encode in such a way that will be understood by the audience. IMC/M2

  5. Sharapova Yao Ming IMC/M2

  6. Ethical Knowledgeable Trustworthy Skillful Experienced Believable Unbiased Honest Source Credibility Source

  7. Similarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behavior, or personal traits Source Attractiveness

  8. Perceived control Perceived concern Perceived scrutiny Compliance Source Power

  9. Sources IMC/M2

  10. The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers Advertising Risks of Using Celebrities The celebrity’s behavior may pose a risk to the company

  11. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Message Message can be verbal / nonverbal, oral / written or symbollic Semiotics – nature of meaning of words, gestures, signs, symbols etc. Marketers must consider the meanings consumers attach to the various signs and symbols. The message should be appropriate for the channel of communication being used. IMC/M2

  12. Verbal Graphic Musical Animation • Pictures • Drawings • Charts • Spoken Word • Written Word • Song Lyrics • Arrange-ment • Instrum-entation • Voices • Action/Motion • Pace/ Speed • Shape/Form Forms of Encoding

  13. Message Sidedness One Sideness Two Sideness

  14. Verbal vs. Visual Messages

  15. Appeal to both Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to the feelings and emotions of consumers

  16. Comparative Ads Fear Appeals Humor Appeals • Especially useful for new brands • Often used for brands with small market share • Used often in political advertising • May stress physical danger or threats to health • May identify social threats • Can backfire if level of threat is too high • Can attract and hold attention • Often the best remembered • Put consumers in a positive mood Message Appeal Options

  17. Pros Cons Aids attention and awareness Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple copy registration Does not aid source credibility May serve as a distracter, reducing counterarguing Is not effective in bringing about sales May wear out faster than non-humorous ads Humor Appeals

  18. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Channel Channel is the method by which the communication travels from the source or sender to the receiver. It can be broadly classified as: Personal Channels – face to face contact with people eg. Salespersons, word-of-mouth Nonpersonal Channels – no interpersonal contact eg. Mass media (print and broadcast) IMC/M2

  19. PersonalChannels Nonpersonal Channels Word of Mouth Personal Selling Print Media Broadcast Media Communication Channel

  20. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Receiver/Decoding It is the process of transforming the sender’s message back into thought and this process is heavily influenced by the receiver’s frame of reference or ‘field of experience’ For effective decoding, there should be some ‘common ground’ (overlapping region) between the sender and the receiver Dilemma: Ad agency people – urban, well educated, Consumers – rural, blue collared jobs IMC/M2

  21. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Noise The message is subject to extraneous factor that can distort or interfere with its reception. It means unplanned interference or distortion. Eg. Signal distortion in TV or radio Lack of common ground in the fields of experience of sender and receiver also results in noise. Eg. A symbol used by the sender which is unfamiliar to the receiver. IMC/M2

  22. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Response/Feedback A receiver’s set of reactions after seeing, hearing or reading the message is known as a response. Response can range from non-observable actions (storing in memory) to immediate action (calling a toll-free number) Feedback is important to marketers. They take it through sales customer inquiries store visits reply cards research based feedback IMC/M2

  23. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Effective communication occurs when: The marketer selects an appropriate source, develops an effective message that is encoded properly and then selects the channels / media that will best reach the target audience so that the message can be effectively decoded and delivered. The target audience should be clearly defined… IMC/M2

  24. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Mass markets and audiences Market Segments Niche Markets Levels of target audience Individual & Group Audiences IMC/M2

  25. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Communication Response Models The most important aspect of developing effective communication program is the understanding of response process of consumers. A consumer may pass through several stages from not being aware about the product / brand to the actual purchase. The response models can be classified as: IMC/M2

  26. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Traditional Response Hierarchy Models Alternative Response Hierarchies • AIDA model • Hierarchy of effects model • Innovation adoption model • Information processing model Communication Response Models • Standard learning hierarchy • Dissonance/Attribution hierarchy • Low involvement hierarchy IMC/M2

  27. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors learn AIDA model – stages a salesperson must take a customer through in the personal selling process feel do IMC/M2

  28. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors learn Hierarchy of effects model – process by which advertising affects the consumer response. Series of steps from initial awareness to purchase. feel do IMC/M2

  29. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors learn Innovation adoption model stages a consumer passes through in adopting a new product or service. After trial, the consumer either adopts or rejects the product feel do IMC/M2

  30. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors learn Information processing model – It says that the receiver of persuasive communication is a processor of information feel do IMC/M2

  31. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Learn (cognitive) Feel (affective) Do (conative) Standard learning hierarchy Consumer involvement in purchase - HIGH Perceived product differentiation - HIGH Eg. Buying high-involvement products like industrial products, computers, cars etc. IMC/M2

  32. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Feel (affective) Learn (cognitive) Do (conative) Dissonance/Attribution theory Consumer involvement in purchase - HIGH Perceived product differentiation - LOW Consumer may buy the product on recommendation from a nonmedia source and then attempt to support the decision by developing a positive attitude or even a negative attitude towards other brands. IMC/M2

  33. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Learn (cognitive) Do (conative) Feel (affective) Low-involvement Hierarchy Consumer involvement in purchase - LOW Perceived product differentiation - LOW Consumer engages in passive learning and random information catching rather than active information seeking. IMC/M2

  34. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Consumer Involvement Involvement is a variable that can help explain how consumers process advertising information and how this information might affect the message recipients. Advertising managers must be able to determine targeted consumers’ involvement levels with their products. IMC/M2

  35. Antecedents of Involvement Possible results Of involvement Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors • Person Factors • Needs • Importance • Interest • Values Counter arguments To ads Effectiveness of ad To induce purchase Relative importance Of product class Perceived differences In product attributes Preference of brand Influence of price on Brand choice Time spent choosing Alternatives Amount of information search Involvement With advertisements With products With purchase decisions • Object or stimulus • Factors • -Differentiation of • Alternatives • Source of • Communication • Content of • communication Foote, Cone & Belding (FCB) grid • Situational Factors • Purchase / use • Occasion IMC/M2

  36. Integrated Marketing CommunicationsModule 2: Understanding communication processConcept 1: Source, message and channel factors Elaboration Likelihood Model :- Central route to Persuasion receiver is very active, involved participant in the communication and attend, comprehend and evaluate with interest. :- Peripheral Route to Persuasion Rather than evaluating the information presented in the message, the receiver relies on peripheral cues such celebrity, music, theme song, jingles, visual imagery These cues can lead to the acceptance or rejection of the message.

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