Professional Documents
Culture Documents
SMRC model of communication
± Begins with a source (S) who
± Encodes a message (M)
± Which is transmitted through
communication channels (C)
± The message is decoded by a receiver (R)
Interactive models stress two-way
communications in which source and
receiver change positions
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Source¶s objectives in advertising are
focused on receiver responses
(customer-focused marketing)
Objectives of advertising
± Increase sales
± Perception
± Learning
± Persuasion
A source¶s impact is in part determined
by source credibility
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Any factor that interferes with or
distorts the delivery of the ad message
External environment
± Competitor marketing communications
± General patterns of consumer use
± Public opinion
± Clutter
Internal Factors
± Perceived needs
± Customer¶s history and attitudes
± Information processing, avoidance
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Ad message
± Begins with an analysis of the marketing
and advertising strategy and the target
audience
± Executing strategy is done by the creative
team which designs and produces the ads
Media mix
± Media plan is developed to provide the best
chance of delivering the ad message to the
right target audience at the right time and
place
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When a person perceives something,
the message has registered
But this is difficult to achieve
Communication drivers of perception:
± Exposure: placing the message in a medium
the target audience will encounter
± Attention: Creating an engaging ad
± Awareness: Making an impression on the
consumer, creating top of mind awareness
± Interest and relevance: Pulling power,
making the ad personally relevant
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Two types of learning
± Cognitive learning (creating understanding)
± Advertisers want people to know
something after experiencing the ad
± Understanding demands a conscious
mental effort to make sense of information
± Conditioned learning (creating associations)
Learning can also occur when people
make connections and link ideas
Ads use associations to get consumers to
link products with something they aspire
to, respect, value, or appreciate
Memorability (locking power)
± Effective ads lock messages into the
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mind once learned
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Arguments
± The reasons behind a statement or a claim
Attitudes and opinions
± Attitudes are underlying beliefs, opinions are the
expressions of these attitudes
± Ads attempt to accomplish one of three things
Establish a new opinion
Reinforce an existing opinion
Change an existing opinion
Emotions (affecting feelings)
± How one feels may be as important as what one
knows about a brand
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Involvement affects
message processing
± High involvement leads to
central processing
± Low involvement leads to
peripheral processing
Conviction: a particularly
strong belief reflecting
attitudes, reasons, logic,
and emotion
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Advertisers hope that
ads will lead to behavior
± Trying
± Sampling
± Buying
± Increasing usage
± Stopping or preventing a
behavior
± Generating feedback
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