This document discusses communication response models and the cognitive processing of marketing communications. It provides an overview of the basic elements of the communication process, including the source, message, channel, receiver, decoding, noise, and response. Several traditional response hierarchy models are examined, including AIDA, the hierarchy of effects model, and the information processing model. The document also discusses alternative response hierarchies and the implications of different models. Finally, it introduces the cognitive response approach for analyzing the thoughts consumers have in response to marketing messages.

1. 3
Communication Response Models

2. Chapter Objectives
• To understand the basic elements of the
communication process and the role of
communication in marketing.
• To examine various communication response
models.
• To analyze the response processes of receivers
of marketing communications, including
alternative response hierarchies and their
implications for promotional planning and
strategy.
• To examine the nature of consumers’ cognitive
processing of marketing communications.
• To summarize an integrative communication
response model from a theoretical and
managerial perspective.
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3. The Communications Process
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4. Source
• Sender or source of communication is
the person or organization that has
information to share.
• A source can be:
– An individual
– A nonpersonal entity
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5. Message
• Contains the information or meaning
the source hopes to convey.
– Verbal or nonverbal
– Written, oral, or symbolic
• Developed as a result of the encoding
process.
– Encoding involves putting thoughts,
ideas, or information into symbolic form.
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6. There are many forms of encoding
Encoding
Verbal Graphic Musical Animation
• Spoken • Pictures • Arrange- • Action/
Word ment Motion
• Drawings
• Written • Instrum- • Pace/
Word • Charts entation Speed
• Song • Voices • Shape/
Lyrics Form
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7. Semiotics
• The study of the nature of meaning,
asking how our reality – words,
gestures, myths, signs, symbols,
products/services, theories – acquire
meaning.
• Advertising and marketing researchers
are interested in semiotics to better
understand the symbolic meaning which
might be conveyed in a communication.
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8. The Semiotic Perspective
Three Components to every marketing message
Object
Brand such as
Marlboro
Sign or symbol
Interpretant/
representing
intended meaning
intended
(masculine,rugged
meaning
individualistic)
(Cowboy)
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9. What is the symbolic meaning of the Snuggle
bear?
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10. Images encoded in pictures powerfully
convey emotions
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11. Channel
• The method by which the
communication travels from the source
or sender to the receiver.
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12. Channels of Communication
Personal
Selling
Personal
Channels
Word of
Mouth
Print
Media
Nonpersonal
Channels
Broadcast
Media
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13. Receiver
• The person or people with whom the
sender shares thoughts or information.
• Generally consumers in the target
market or audience.
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14. Levels of Audience Aggregation
Figure 3-2
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15. Marketing to Different Audience Groups
Mass Markets  Mass Communication
Market Segments  Variety of
relevant media
Niche Markets  Personal
selling or highly
targeted media
Small Groups  One
message and
medium
Individuals 
Personal
selling
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16. Decoding
• Transforming the sender’s message
back into thought.
• Heavily influenced by receiver’s frame
of reference or field of experience.
• Effective communication more likely
when parties share some common
ground.
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17. Noise
• Unplanned distortion or interference.
• Examples include:
– Errors or problems during message’s
encoding
– Distortion in radio or television signal
– Distractions at the point of reception
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18. Response vs. Feedback
Response
• Receiver’s set of reactions after seeing,
hearing, or reading the message.
• Feedback is the part of the response
communicated back to the sender.
– Closes the loop in the communications
flow and lets sender monitor how
encoded message is being decoded and
received.
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19. Models of the Response Process
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20. 1. AIDA Model
• Developed to represent the stages
through which a salesperson must take
a customer in the personal selling
process.
• Buyer is depicted as passing through
Attention, Interest, Desire, and Action
stages.
– Action stage involves closing the sale,
which is the most difficult stage, but
most important to the marketer.
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21. 2. Hierarchy of Effects Model
• Paradigm for setting and measuring
advertising objectives.
• Shows the process by which advertising
works, and that advertising’s effects
occur over a period of time.
• Consumer passes through a series of
steps in sequential order, from initial
awareness of product or service to
actual purchase.
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22. 3. Innovation Adoption Model
• Represents the stages a consumer
passes through in adopting a new
product or service.
• Potential adopters must be moved
through a series of steps before
deciding to adopt a new product.
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23. 4. Information Processing Model
• Assumes that the receiver in a
persuasive communication situation is
an information processor or problem
solver.
• Steps of being persuaded constitute a
response hierarchy.
• Steps are similar to the Hierarchy of
Effects sequence.
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24. Traditional Hierarchy Models are useful
because:
• They outline the series of steps potential
purchasers must take to move from
unawareness of a product or service to
readiness to purchase.
• Potential buyers can be identified as present
at different stages in the hierarchy.
• Advertiser can identify different
communication problems based on each stage
of the hierarchy.
• They can be used as intermediate measures
of communication effectiveness to guide
future communication decisions.
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25. Alternative Response Hierarchies
Topical Involvement
High Low
Learning Model Low Involvement
Model
Perceived product
High
Cognitive
differentiation
Cognitive
Affective
Conative
Dissonance/ Conative
Attribution Model
Low
Conative
Affective Affective
Cognitive
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26. Computers are high-involvement, highly
differentiated products.
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27. Clever ads encourage low involvement
learning
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28. Alternative Response Hierarchies
Figure 3-5
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29. Implications of Alternative Response Models
Analyze:
• Communication situation for their product or
service
•Involvement levels and product/service
differentiation
•Consumers’ use of information sources and levels
of experience with product or service
Likely response
sequence
IMC program
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30. The Cognitive Response Approach
Figure 3-7
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31. Cognitive Response Categories
Product/Message Thoughts
Counter Arguments Support Arguments
Source-Oriented Thoughts
Source Derogation Source Bolstering
Ad–Execution Thoughts
Thoughts About Affect Attitude
the Ad Itself Toward the Ad
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32. Product/Message Thoughts
Product/Message Thoughts
Counter Arguments Support Arguments
•Recipient thoughts •Recipient thoughts
opposing message of affirming message of
ad. ad.
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33. Source-Oriented Thoughts
Source-Oriented Thoughts
Source Derogation Source Bolstering
•Negative thoughts •Positive reactions
about spokesperson to spokesperson or
or organization organization making
making the claims. the claims.
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34. Ad-Execution Thoughts
Ad-Execution Thoughts
Thoughts About Affect Attitude
the Ad Itself Toward the Ad
•? •?
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35. Elaboration Likelihood Model
Focuses on the way consumers respond to persuasive
messages based on the amount and nature of
elaboration or processing of information
Routes to attitude change
Central route to Peripheral route
persuasion to persuasion
•High ability and •Low ability and
motivation to motivation to
process a message process a message
•Close attention is •Receiver focuses
paid to message more on peripheral
content cues rather than
message content
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36. Celebrity endorsers can be peripheral cues
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37. Implications of the ELM
• Level of involvement of consumers in
target audience:
– HIGH  an ad or sales presentation
should contain strong arguments that
are difficult for the recipient to refute or
counterargue.
– LOW  peripheral cues may be more
important than detailed message
arguments.
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38. Theoretical Approach to Understanding How
Consumers Respond to Advertising
A framework for studying how advertising works.
Advertising Input
Message content, media
scheduling, repetition
Filters
Motivation, ability,
(involvement)
Consumer
Cognition, Affect,
Experience
Consumer Behaviour
Choice, consumption,
loyalty, habit, etc.
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39. Managerial Approach to Understanding How
Consumers Respond to Advertising
Processing and Communication Effects
Figure 3-10
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