The 9 elements - Notes PDF

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1) The 9 elements/components of the Communication Process Model (from class lecture: e.g., source, receiver, …, feedback) – specific names & definitions/descriptions & marketing examples The Nature of Communication o Communication: the passing of information, the exchange of ideas or the process of establishing a commonness or oneness of thought between a sender and a receiver The Basic Model of Communication  Source Encoding o Source: the sender of a communicating is the person or organization that has information to share with another person or group of people o Encoding: putting thoughts, ideas or information into a symbolic form. The sender’s goal is encoding the message in such a way that it will be understood by the receiver  Message o Message: contains the information or meaning the source hopes to convey. (verbal/nonverbal) o Marketers must make decisions regarding the content of the messages they send to consumers as well as the structure and design of these messages  Channel o Channel: the method by which the communication travels from the source or sender to the receiver. o Nonpersonal channels: those that carry a message without direct, interpersonal contact between the sender and receiver o Mass media: message they contain is directed to more than one person and is often send to many individuals at one time o Nonpersonal channels communications consist of two major types: print and broadcast o Personal Channels: involve direct communication between two or more persons and can occur through interpersonal contact or other methods such as email or social media o Word-of-mouth (WOM): influence that involves informal communication among consumers about products and services and is a very powerful source of information  Viral Marketing o Viral marketing: the act of propagating marketing relevant messages through the help and cooperation of individual consumers o Factors that affect the success of viral marketing: message characteristics, individual sender or receiver characteristics and social network characteristics o Demographics, personality traits and motivation for sharing content and messages as well as receiving them impact the effectiveness or viral campaigns o Seeding: identifying and choosing initial group of consumers who will be used to start the diffusion or spreading of a message  Receiver/Decoding o Receiver: the persons with whom the sender shares thoughts or information o Decoding: the process of transforming the sender’s message back into thought o Field of experience: refers to the experiences, perceptions, attitude and values he or she brings to the communication situation o Must have common ground between the sender and receiver o Important that marketers and their agencies understand the frame of reference and perspectives of the consumer sin the target markets that are receiving their messages  Noise o Noise: unplanned distortion or interference; error or problems that occur in the encoding of the message  Response/Feedback o Response: receiver’s set of reactions after seeing, hearing or reading the message o Feedback: the part of the receiver’s response that is communicated back to the sender 1

2) (Communication theory): Source attributes – power & credibility & attractiveness Underlying processes (compliance & internalization & identification) Dimensions of each source attribute (credibility: expertise & trustworthiness; attractiveness: familiarity, likability, similarity) Source Factors  Source: the person involved in communicating a marketing message o Direct source: a spokesperson who delivers a message and/or endorses a product or service o Indirect source: draws attention to and enhances the appearance of an ad  Source Credibility o Credibility: the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective information o Internalization: occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate o Applying Expertise  Sales personnel are trained in the product line, which increases customers’ perceptions of their expertise

 Spokespeople are often chosen because of their knowledge, experience and expertise  Endorsements from individuals or groups recognized as experts (doctors, dentists) o Applying Trustworthiness  many trustworthiness people hesitate to endorse a product because of how it could impact their reputation  hidden customers, disguised brands are compared  overheard-conversation: involves creating a station in a commercial where a person is shown overhearing a conversation in which favorable claims are made about a product or service o Using Corporate Leaders as Spokespeople  use the company president or chief executive officer as a spokesperson in the firm’s advertising o Limitations of Credible Source  Sleeper effect: the persuasiveness of a message increases with the passage of time  Source Attractiveness o Attractiveness: encompasses similarity, familiarity and likeability o Identification: the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences or behavior o Applying Similarity  Resemblance between the source and the recipient of the message  Similarity is also used to create a situation where the consumer feels empathy for the person shown in the commercial  In a slice-of-life commercial, the advertisers usually start by presenting a predicament with the hope of getting the consumer to think. “I can see myself in that situation.”  This can help establish a bond of similarity between the communicator and the receiver, increasing the source’s level of persuasiveness o Applying Likeability  Affection for the source resulting from physical appearance, behavior or other personal traits  Using Celebrities  Stopping power- draw attention to advertising messages in a very cluttered media environment  Marketers thing a popular celebrity will favorable influence consumers’’ feelings, attitudes and purchase behavior 

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Match with audience, match with product, trust, familiarity, likability, cost/ROI, image

Risk of Using Celebrities

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

 The celebrity’s behavior may pose a risk to the company  Source Power: a source power has power when he or she can actually administer rewards and punishments to the receiver o Perceived Control: The source must be perceived as being able to administers positive or negative sanctions to the receiver o Perceived concern: the receiver must think the source cares about whether or not the receiver conforms o Perceived Scrutiny: the receiver’s estimate of the source’s ability to observes conformity o Compliance: when a receiver perceives a source as having power 3) 4 alternative approaches to the major selling idea (the "Big Idea") for an IMC program - unique selling proposition; brand image; finding the inherent drama; positioning  The Search for the Major Selling Idea o The major selling idea should emerge as the strongest singular thing you can say about your product or service  Developing the Major Selling Idea o Unique selling proposition  Each advertisement must make a proposition to the consumer. Benefit- “buy this product/service and you get this benefit”  The proposition must be one that the competition either cannot or does not offer. Uniquemust be unique to this brand claim; rivals can’t or don’t offer it  The proposition must be strong enough to move the mass millions, that is, pullover new customer to your brand. Potent- promise must be strong enough to move mass millions o Creating Brand Image  Image advertising: the creative strategy used to sell these products is based on the development of a strong, memorable identity fir the brand  Image advertising has become increasingly popular and is used as the main selling idea for a variety of products and services, including soft drinks, liquor, cigarettes, cars, airlines, financial services, perfume/colognes and clothing o Finding the Inherent Drama  Inherent drama: another approach to determining the major selling idea- the characteristic of the product that makes the consumer purchase it o Positioning  Establishes the product or service in a particular place in the consumer’s mind  Done on the basis of a distinctive attributes  Basis of a firm’s creative strategy when it has multiple brands competing in the same market 4) Two general categories of creative (advertising) appeals (emotional vs. informational/rational) Definitions/descriptions, differences between them, examples of appropriate uses for each (when each might be more appropriate) Appeals and Execution Styles  Advertising appeal: refers to the approach used to attract the attention of consumers and/or influence their feelings toward the product, service or cause  Creative execution style: is the way a particular appeal is turned into an advertising message presented to the consumer  Informational/rational appeals: focus on the consumer’s practical, function or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand o Competitive advantage appeal: compares to another brand and claims superiority on one or more attributes 3

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Feature appeal: focuses on the dominant traits of the product or service Favorable price appeal: makes price the dominant point of the message News appeal: involves a type of news about the product, service or company Product/service popularity appeal: Stresses the popularity of a product or service by positioning out the-

o Number of consumers who use the brand or those who have switched to it  Number of experts who recommend the brand  Leadership position in the market  Emotional Appeals: relate to the customer’s social and/or psychological needs for purchasing a product or service o Advantages of Emotional Only Campaigns  More effective in relation to campaigns using emotional and rational content  Work well during economic downturns  Influence consumers’ interpretation of product usage experience o Transformational ad: defined as “one which associates the experience of suing (consumer) the advertised brand with a unique set of psychological characteristic which would not typically be associated with the brand experience to the same degree without exposure to the advertisement”  Must make the experience of using the product richer, warmer and more exciting  Must connect the experience of the advertisement so tightly with the experience of using the brand that consumers cannot remember the brand without recalling the experience generate by the advertisement o Combining Rational and Emotional Appeals  Consumer purchase decisions are often mad eon the basis of both emotional and rational motives and attention must be given to both elements in developing effective advertising  Emotional Branding: evaluates how consumers feels about brands and the nature of any emotional rapport they have with a brand compares to the ideal emotional state associate with the product category  how consumers think about brands in respect to product benefits  consumers assign a personality to a brand  consumers then develop emotional bonds with certain brands, which result in positive psychical movement towards them  Additional Types of Appeals o Reminder adverting: builds brand awareness and/or helps keep the brand name in front of consumers o Teaser advertising: builds curiosity, interest and/or excitement about a product or brand by talking about it but not actually showing it o User-generated content (UGC): create by consumers rather than by the company and/or its agency  Advertising Execution o Creative execution is the way an advertising appeal is presented o Straight-sell or factual message: used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits  Commonly used in print ads with a picture  On TV with announcers delivering the sales message while a picture is shown o Scientific/Technical Evidence: advertisers cite technical information, results of scientific or laboratory studies or endorsements by scientific bodies of agencies to support their advertising claims o Demonstration: designed to illustrate the key advantages of the product/service by showing it in actual use or in some stage’s situation o Comparison: increasingly popular since it offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser-known brand with industry leaders 4

o Testimonial: a person praised the product o service on the basis of his or her personal experience with it (endorsement) o Slice of life: based on problem/solution approach. Portrays a problem or conflict that consumers might face in their daily lives. o Then the ad shows how the advertiser’s product of service can solve in the problem o Animation: animates scene are draw by artists or created on the computer and cartoons, puppets or other types of fictional characters may be used (good for commercials targeted at children) o Personality symbol: developing a character of personality symbol that can deliver the advertising message and with which the product or service can be identified (Geico) o Imagery: ads consist primarily of visual elements such as pictures, illustrations and/or associate the brand with the symbols, characters and/or situation shown in the ad- basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing and cosmetics o Dramatization: focus is on telling a short story with the product or service as the star- relies on problem solution approach but it uses more excitement and suspense in telling the story o Humor: well suited to TV or radio o Combinations: animation is often using to create personality symbols or present a fantasy. Slice of life ads are often using to demonstrate a product or service 5) Creative tactical elements of a print ad (headline, subhead, body copy, visual, layout) Creative Tactics  Creative Tactics for Print Advertising o Headlines: the words in the leading position of the ad- the words that will be read first or are positioned to draw the most attention. Large type  Direct headlines: straightforward and informative in terms of the message they are presenting and the target audience they are directed towards  Indirect headlines: not straightforward about identifying the product or service or getting to the point. More effective at attracting readers attention and interest because it provokes curiosity o Subheads: smaller than the main headline but larger than the body copy. Subheads are often used to enhance the readability of the message by breaking up large amounts of body copy and highlights key sales points o Body copy: main text portion. Hard to get audience to read o Visual elements: illustrations such as drawings or photos o Layout: the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations and any identifying marks. How elements are blended into finished ad  Creative Tactics for TV o Video: visual elements that attract viewers’ attention and communicate an idea, message and/or image o Audio: includes voices, music and sound effects  Voice over: message is delivered by an announcer who is not visible  Needle drop: music that is prefabricated, multipurpose and highly conventional  Jungles: catchy songs about a product or service that carry the advertising theme and a simple message o Planning and Production of TV Commercials

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 Preproduction: all the work and activities that occur before the actual shooting/recording of the commercial  Production: the period during which the commercial is filmed or videotaped and recorded  Postproduction: activities and work that occur after the commercial has been filmed and recorded (editing, processing, approvals) Guidelines for Evaluating Creative Output  Is the creative approach consistent with the brand’s marketing and advertising?  objectives?  Is the creative approach consistent with the creative strategy and objectives? Does it communicate what is supposed to?  Is the creative appropriate for the target audience?  Does the creative approach communicate clear and convincing message to the customer?  Does the creative execution keep from overwhelming the message?  Is the creative approach appropriate for the media environment in which it is likely to be seen?  Is the ad truthful and tasteful?  Ultimate responsibility for determining whether an ad deceives or offends the target audience lies with the client 6) Media "vocabulary" specific definitions: frequency, reach, gross ratings points, media vehicle, media (medium) o Frequency: refers to the number of times the receiver is exposed to the media vehicle in a specified period o Reach: a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time (actual audience) o Medium: the general category of available delivery systems, which includes broadcast media (TV/radio), print media (newspapers), direct marketing, outdoor advertising and other support media o Media vehicle: the specific carrier within a medium category o Gross points (GRPs): reach times frequency 7) Index numbers: the general "equation" and what index numbers mean/how are they used  Index Number: considered a good indicator of the potential of the market. % of users in a demographic segment/% of population in the same segment o An index over 100 means use of the product is proportionately greater in that segment than in one that is average or less than 100  What Internal and External Factors Are Operating? o Internal factors: size of the media budget, managerial/administrative capabilities or the organization of the agency 6

o External factors: economy, changes in technology, competitive factors  Using Indexed to Determine Where to Promote o Survey of Buying Power Index:  Conducted for every major metropolitan market in the US and is based on a number of factors, including population, effective buying income and total retail sales in the area.  Gives media planners insight into the relative value of a market o Brand Development Index (BDI):  Factors the rate of the product usage by geographic area into decision process  % of brand to total U.S. sales in the market/% of total U.S. population in the market  the higher the index number, the more market potential exists o Category Development Index (CDI):  % of product category total sales in market/% of total U.S. population in market  provides information on the potential for development of the total product category and not specific brands

8) 3 scheduling options for marketing commun Definitions/descriptions of each, know the gener example of these types of products using each

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 Scheduling o Continuity: refers to a continuous pattern of advertising, which may mean every day, every week or every month  the key is that a regular pattern is developed without gaps  ex: food, detergent or things without regard to seasons  Advantages  Serves as a constant reminder to the consumer  Covers the entire buying cycle  Allows for media priorities  Disadvantages  High costs  Potential for overexposure  Limited media allocation possible o Fighting: employs a less regular schedule, with a intermittent periods of advertising and nonadvertising  some time periods are heavier  ex: snow skis (October/November)  advantages:  cost efficiency of advertising only during purchase cycles  may allow for inclusion or more than one medium or vehicle with limited budgets 

disadvantages:

 weighting may offer more exposures and advantage over ...