Week 2 MKTG30010 s2 2021 The Comms Process, FCB Grid, ELM (PPT Slides) PDF

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Full week 2 slides; FCB grid, ELM (dual route to persuasion, peripheral, and central)...

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WEEK 2 L ECTURE

THE COMMUNICATIONS PROCESS: v ELEMENTS IN THE PROCESS v FOOTE, CONE & BELDING (FCB) GRID v ELABORATION LIKELIHOOD MODEL (ELM)

MKTG 30010 A dve rti sing & Pr omotions

Se m e ste r 2

| Dr Danie lle Chm ie le wsk i-Raimondo

RECAP from Week 1 LEARNING OBJECTIVES

1.1 What has contributed to the changing advertising landscape? 1.2 What is Integrated Marketing Communications (IMC) & why is it so important? 1.3 What are the four key elements of the IMC process? 1.4 What are the key tools of IMC?

KEY CONCEPTS Week 2 LEARNING OBJECTIVES

1.1 Understand the different components involved in the Communications Process.

Chapter 5

1.2 Understand the Foote, Cone & Belding (FCB) Grid and how it can maximise the receiver’s (target audience’s) response to communications messages. 1.3 Understand the role that the Elaboration Likelihood Model (ELM) plays, and how it complements the FCB Grid.

1.1 THE COMMUNICATIONS PROCESS

ELEMENTS IN THE COMMUNICATIONS PROCESS THE FOCUS OF THE FIRST PART OF THIS WEEK’S LECTURE

Figure 5.1 A model of the communication process 5

ELEMENTS IN THE COMMUNICATIONS PROCESS v SOURCE & ENCODING

• Source • Person or organization that has information to share with another person or group of people

• Encoding • Putting thoughts, ideas, or information into a symbolic form

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ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE

• Contains the information or meaning the source hopes to convey •

Messages communicate meaning at multiple levels: → →

•

literal meaning (conscious) symbolic meaning (sub-conscious)

Marketers use people trained in semiotics and cultural anthropology to understand literal and symbolic meanings

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q

The literal (conscious) meaning of this Ad campaign for Louis Vuitton is not as important as the symbolic (sub-conscious) meaning of using these iconic celebrities

Source: http://www.colemilano.com/post/6519110025/angelina-jolie-louis-vuitton-images-released

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ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE – THE SEMIOTIC PERSPECTIVE

Three components to every message Object The product/brand that is the focus of the message

Interpretant The meaning derived (e.g., sexy, glamorous, individualistic)

Sign or symbol The sensory imagery that represents the intended meaning(s) of the object

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q

Encoded Symbolic Meaning of this Ad: OBJECT:Pedigree is the brand. SYMBOL: Digging through the asphalt. INTERPRETANT: Pedigree is the brand of choice for healthy, active, strong dogs.

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ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE – THE SEMIOTIC PERSPECTIVE

• Semiotics • The study of meaning, signs and symbols • Semiotics is extremely useful for Advertising

• Meaning • Perceptions (thoughts) and affective reactions (feelings) to stimuli evoked within an individual when presented with a sign (e.g., brand) in a particular context • Meaning arises from the interaction of the sender and receiver • Meaning is subjective

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ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE – THE SEMIOTIC PERSPECTIVE A lot of Ads, such as the famous “Apple 1984” Ad, are like texts that need to be interpreted and deconstructed to get their meaning; you need to think about the message as it is heavy in symbolic and encoded meaning

https://www.youtube.com/watch?v=2zfqw8nhUwA

ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE – THE SEMIOTIC PERSPECTIVE The AXE “Even Angels will Fall” Ad is likewise heavy with symbolic meaning (albeit of a more superficial sexual-innuendo nature, as befitting their brand image)

https://www.youtube.com/watch?v=WRnBHHcdHJQ

ELEMENTS IN THE COMMUNICATIONS PROCESS v MESSAGE – CULTURAL MEANING TRANSFER v

Cultural values, beliefs & artefacts are charged with meaning

v

Marketers transfer meaning embodied in culture to consumer goods and services

v

THEREFORE, a sign (i.e., a brand) can derive its meaning from the brand’s cultural context, i.e., Ø

Swiss/German -> Artisanship

Ø

Italian -> Styling; Fast sports cars

Ø

French -> Chic

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Use of cultural icons to install meaning in the brand (ie. ‘ Ferrari is as Italian & as important to Italy’s history as Leonardo da Vinci’s ‘Mona Lisa’)

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ELEMENTS IN THE COMMUNICATIONS PROCESS v

q

MESSAGE – FIGURATIVE LANGUAGE (RHETORICAL TROPES)

Simile – use of a comparative term (e.g. like or as); as a method of comparison of one thing with another thing of a different kind; more descriptive

q

Metaphor – comparative term omitted; applying a word/phrase to an object that is not literally true; it helps explain an idea or make a comparison

q

Allegory – convey meaning through a story; often reveals a hidden message (i.e., a political or moral one, but not always)

How do Rhetorical Tropes increase an Ad’s effectiveness? è More interpretative effort is required in making sense of metaphors than of more literal signifiers, but this interpretative effort may be experienced as pleasurable. 16

q Use of metaphor requires greater interpretive effort (comparing two unrelated concepts to create meaning)

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q Use of simile requires greater interpretive effort (comparing two unrelated concepts using the words “like” or “as” to create meaning). q In this instance for this Olay Red Skin Cream: the results you will achieve by using it is that ‘your skin will be as smooth as a peach’.

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q Use of allegory: A very successful comparative Ad for Apple from a few years ago giving a ‘Mac’ user a very clear, distinctly different, cooler, edgier personality than a ‘PC’ user

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ELEMENTS IN THE COMMUNICATIONS PROCESS v CHANNEL A channel is the medium by which the message travels from source to receiver.

Personal channels Direct, one to one, (e.g. salesperson, word of mouth)

Non-personal channels Indirect, mass media, (e.g. print, broadcast)

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Channel - TV is a non-personal ‘mass media’ channel that is suitable for a mass market American beer brand such as “Bud”

https://www.youtube.com/watch?v=IP3XaAqDwZ0

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ELEMENTS IN THE COMMUNICATIONS PROCESS v RECEIVER & DECODING • Receiver: the person with whom the sender shares thoughts or information • Decoding: the process of transforming the sender’s message back into thought • This process is heavily influenced by the receiver’s frame of reference or field of experience (the experiences, perceptions, attitudes and values they bring to the communication situation) • Advertisers spend many millions of dollars investigating the audience’s reference frames • Pre-testing also provides insights into how messages are received & interpreted

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ELEMENTS IN THE COMMUNICATIONS PROCESS v NOISE • Extraneous factors that create unplanned distortion or interference in the communications process

Sources of noise White noise (signal transmission)

Clutter (competitive messages)

Situational factors (distractions)

Lack of common ground (improper encoding)

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BREAK TIME

THE COMMUNICATIONS PROCESS

ANALYSING THE RECEIVER FROM A COMMUNICATIONS PERSPECTIVE The Communications Process begins when the marketer identifies the target audience (i.e., receiver) that will be the focus of the message. Marketers can approach these audiences differently, for example:

q

I.

With an alternative response hierarchy that provides an Advertising Planning Platform based on how involved customers are in the product and how much they think versus feel about its purchase (such as the FCB Grid)

II.

Or with a dual processing model that provides a platform for how companies can frame their Advertising messages to influence attitude formation and change amongst their customers (such as the Elaboration Likelihood Model) 26

1.2 THE FOOTE, CONE & BELDING (FCB) GRID

THE FOOTE, CONE & BELDING (FCB) GRID q “The FCB Grid can be seen as an extension of the traditional hierarchy

model to different types of purchase decisions. It helps marketers to understand where the product stands in consumers’ minds: does it involve an emotional decision or an intellectual decision? The grid postulates that the hierarchy varies depending on whether the decision is: (1.) high vs. low in involvement; n (2.) thinking vs. feeling. n

q Involvement, in its simplest form, is interest level or motivational

intensity. q Think/feel is left brain (logical, linear)/right brain (holistic, creative,

symbolic) information processing (see, for example, Holbrook and Moore 1981, Zajonc and Marcus 1982, Batra and Ray 1985 for a discussion of this distinction)” (Ratchford & Vaughn, 1989, p. 293). 28

THE FOOTE, CONE & BELDING (FCB) GRID

http://www.public.iastate.edu/~geske/FCB1.html

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THE FCB GRID 1)

THINKING-HIGH INVOLVEMENT - (purchase requires information first)

High involvement

Thinking 1 Informative The thinker Car–house–furnishings–electronics-new products model: Learn–feel–do (economic?) Possible implications Test: Recall Diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration

Source: http://www.public.iastate.edu/~geske/FCB1.html

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THE FCB GRID 2.

FEELING-HIGH INVOLVEMENT - (purchase requires reflection first, i.e., ego/self esteem)

High involvement

Feeling 2 Affective The feeler Jewellery-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact

Source: ttps://seekingalpha.com/article/4065568-tiffany-and-co-now-time-invest

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THE FCB GRID 3)

THINKING-LOW INVOLVEMENT - (purchase based on habit and routine behaviour)

Low involvement

Thinking 3 Habit formation The doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second IDs Radio; point of sale Creative: Reminder

https://brandmanagerguide.com/2014/09/13/the-involvement-grid/

https://www.remmedia.com.au/fmcg-print-advertising

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THE FCB GRID 4)

FEELING-LOW INVOLVEMENT (purchase of pleasure, driven by personal/peer-led satisfaction)

Low involvement

Feeling 4 Self-satisfaction The reactor Cigarettes, alcohol, drinks, confectionery Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of sale Creative: Attention

https://youtu.be/ikuiByrF6rs

http://www.public.iastate.edu/~geske/FCB1.html

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1.3 THE ELABORATION LIKELIHOOD MODEL (ELM)

ELABORATION LIKELIHOOD MODEL (ELM) Ø

ELM focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information.

Ø

Helps to understand how consumers’ attitudes are formed and changed based on how they process stimuli differently.

TWO Main Routes to attitude change

(1) Central Route to Persuasion

(2) Peripheral Route to Persuasion

(3) Dual Route to Persuasion (HYBRID) 35

THE ELM v

CENTRAL ROUTE TO PERSUASION (active receivers)

q

Involves significant message elaboration; the path of cognitive processing that involves scrutiny of message content v

Message Elaboration Ø The extent to which a person carefully thinks about ISSUE-

RELEVANT message arguments contained in a persuasive argument Ø Are new cognitions adopted and stored in memory?

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qA

central route to persuasion

Ø(i.e., it is using issues-based message content to provide a more convincing, believable argument)

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THE ELM v

PERIPHERAL ROUTE TO PERSUASION (passive receivers)

q

Mental shortcut process that accepts or rejects a message based on irrelevant (i.e., peripheral) cues – such as celebrity endorsers, music, cute animals, symbols, logos – as opposed to actively thinking about the issue v

It leads to a programmed response (almost like autopilot).

v

Attitude change tends to be temporary as peripheral cues lack robust persistence or an enduring link to behavior.

v

Peripheral cues function via a process called CLASSICAL CONDITIONING (see next slide) 38

Classic al Conditioning: Classical Ad Corona A d

Classical Conditioning - Advertising first attracts our attention and then it teaches us to ASSOCIATE images with one another and with certain feelings.

Unconditioned stimulus (hammock with a woman in a bikini)

Unconditioned response (triggers a ‘relaxation’ response)

Consistent and repetitive advertising

Conditioned stimulus (Corona)

Conditioned response (When drinking Corona you can relax, block out unattractive things and enjoy the beautiful things in life)

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THE ELM v

DUAL ROUTE TO PERSUASION (HYBRID)

q Motivation and ability to process information are moderate q Therefore, consumers process a combination of BOTH:

Message arguments

AND

Peripheral cues

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DUAL ROUTE TO PERSUASION (HYBRID)

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Beauty/Cosmetic Brands – these often take a DUAL Route to Persuasion, whereby a

celebrity endorser (i.e., model, actor, singer – the peripheral cue) is used to draw attention to the brand & generate liking of the brand, and then there is some product-related information (message arguments) to add some credibility to the product benefits

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IMPLICATIONS OF THE ELM • The ELM is a model of attitude formation and change. • • Consumer involvement affects message processing: v low-involvement situation relies on peripheral cues rather than detailed message arguments v high-involvement processes detailed message arguments

• Low involvement more common, but central route more effective • Challenge for IMC: accept this duality but encourage central as best path to persuasion

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LINKING WEEK 2 MATERIAL TO YOUR GROUP ASSIGNMENT #2 ’TOYOTA MIRAI’ CAMPAIGN BRIEF

Key IMC (~800 words)

What are the key Media and IMC selected that will allow Toyota Mirai to reach the target segments you have identified and will help you to fulfill the objectives you have identified and to communicate your key messages?

KEY TAKEAWAYS LEARNING OBJECTIVES

By now you should be able to 1. Explain and understand all the different components of the communications process 2. Define and explain the FCB Grid and what functions it plays in advertising 3. Define and understand why the ELM is such a core model in communications

NEXT WEEK 3

Ch 4, 6

§ Week 3 Lecture topic is ‘Influencing Consumer Behaviour’, covering the CPM as well as Ethical Issues in Advertising

(Textbook), & McGuire (1976) – Readings Online

§ Tutorial 2 - Assignment #1 preparation: There will be an Essay-Writing activity Tutorials: Nike andin Adidas PoPs and PoDs the tute, and there will be a&self-directed Positioning Statements task and presentation from the Academic Readings; See Readings online Assignment 1 & General Skills Unit on “Essay-Writing”Read to text help you Chapter 4 & 8 Groups get started with your essay for your first Formed & registered assignment. This will be made available . in the Week 3 Module.

Thank you for listening, have a great week and enjoy your first A&P tutorial this week!

MKTG 20006 BRA ND MANAGE ME NT -

SE M 1 2020

| SHALA AHME D

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