chap05 the communication process 2107

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Khóa học Internet Marketing thực hành hướng dẫn bạn sử dụng những công cụ TÌM KIẾM KHÁCH HÀNG hiệu quả nhất, dành cho cá nhân và doanh nghiệp đang kinh doanh online.Chương trình Internet Marketing Passport được thiết kế đặc biệt dành cho cá nhân và doanh nghiệp đang kinh doanh online, giúp bạn kinh doanh hiệu quả hơn, có nhiều khách hàng, và doanh số tăng lên.Phương pháp đào tạo Ứng dụng là số 1 lý thuyết cô đọng, tập trung vào thực hành nhằm đạt mục tiêu xây dựng hệ thống bền vững, bán hàng hiệu quả, gia tăng khách hàng, gia tăng thu nhập nhờ Internet . 5 The Communication Process McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved The Communications Process Fields of Experience Source / Sender Encoding Channel MESSAGE Decoding Noise Response Feedback Loop Receiver / Audience Encoding / Decoding Symbols • Graphic – Pictures – Drawings – Charts • Musical – Arrangement – Instrumentation – Voice or chorus • Verbal – Spoken word – Written word – Song lyrics • Animation – Action/motion – Pace /speed – Shape/Form Experiential Overlap Different Worlds Sender Sender Experience Experience Receiver Receiver Experience Experience Moderate Commonality Sender Sender Experience Experience Receiver Receiver Experience Experience High Commonality Sender Sender Experience Experience Receiver Experience Semiotics Three Components of a marketing message Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Interpretant/ intended meaning (masculine,rugged individualistic) What is the symbolic meaning of the Snuggle bear? Two Types of Channels • Direct (Personal) – One-on-one – One to group – Team to group • Indirect (Media) – Paid media – Unpaid media – Special media Human Communicators • Verbal – Vocabulary – Grammar – Inflection • Nonverbal – Gestures – Facial expression – Body language Levels of Audience Aggregation Mass Markets Market Segments Niche Markets Small Groups Individuals Models of the Response Process Models Stages AIDA Hierarchy of Innovation Information model effects model adoption Processing Attention Awareness Awareness Presentation Cognitive Attention Knowledge Interest Affective Interest Linking Comprehension Yielding Preference Desire Conviction Evaluation Retention Trial Behavioral Action Purchase Adoption Behavior An Alternative Response Hierarchy High High Low Learning Model Low Involvement Model Cognitive Affective Conative Dissonance/ Attribution Model Low Perceived product differentiation Topical Involvement Conative Affective Cognitive Cognitive Conative Affective An ad for a low involvement product Involvement Concept Possibleresults results Possible ofinvolvement involvement of Antecedentsof of Antecedents involvementderived derived involvement fromthe theliterature literature from Personfactors factors Person Needs Needs Importance Importance Interest Interest Values Values Objector orstimulus stimulusfactors factors Object Differentiationof of Differentiation alternatives alternatives Sourceof ofcommunication communication Source Contentof of ––Content communication communication Situationalfactors factors Situational -Purchase/use -Purchase/use -Occasion -Occasion Involvement Involvement Withadvertisements advertisements With Withproducts products With Withpurchase purchasedecisions decisions With ƒElicitationof of ƒElicitation counterargumentsto to counterarguments ads ads ƒEffectivenessof ofad adto to ƒEffectiveness inducepurchase purchase induce ƒRelativeimportance importanceof of ƒRelative theproduct productclass class the ƒPerceiveddifferences differences ƒPerceived productattributes attributes ininproduct ƒPreferenceof ofaa ƒPreference particularkind kind particular ƒInfluenceof ofprice priceon on ƒInfluence brandchoice choice brand ƒAmountof ofinformation information ƒAmount onsearch search on ƒTimespend spend ƒTime deliberatingalternatives alternatives deliberating ƒTypeof ofdecision decisionrule rule ƒType usedininchoice choice used Low Involvement High Involvement Foote, Cone & Belding Grid Thinking Feeling Informative Affective The Thinker The Feeler Habit Formation SelfSatisfaction The Doer The Reactor Foote, Cone & Belding Grid Thinking Informative High Involvement The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration Foote, Cone & Belding Grid Feeling Affective High Involvement The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact Foote, Cone & Belding Grid Thinking Habit formation Low Involvement The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Foote, Cone & Belding Grid Feeling Self-satisfaction Low Involvement The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Cognitive Response ¾ A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications ¾ Examines types of thoughts that are evoked by an advertising message A Model of Cognitive Response Exposure Exposureto to advertisement advertisement Cognitive Responses Attitudes Product/message Product/message thoughts thoughts Brand Brandattitudes attitudes Source-oriented Source-oriented thoughts thoughts Ad Adexecution execution thoughts thoughts Purchase Purchase intention intention Attitude Attitudetowards towards the advertisement the advertisement Cognitive Response Categories ¾ Product/Message Thoughts ƒ Counter arguments, support arguments ¾ Source - Oriented Thoughts ƒ Source derogation – source bolstering ¾ Ad – Execution Thoughts ƒ Thoughts about the ad itself ƒ Affect attitude toward the ad ƒ Important determinant of advertising effectiveness The 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 ¾ Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content ¾ Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Central processing usually occurs for high involvement products An ad using peripheral cues A framework for studying how advertising works AdvertisingInput Input Advertising MessageContent, Content,media media Message scheduling,repetition repetition scheduling, Filters Filters Motivation,ability ability(involvement) (involvement) Motivation, Consumer Consumer Cognition Affect Experience Cognition Affect Experience ConsumerBehavior Behavior Consumer Choice,consumption, consumption,loyalty, loyalty, Choice, habit,etc etc habit, [...]... involvementderived derived involvement fromthe theliterature literature from Personfactors factors Person Needs Needs Importance Importance Interest Interest Values Values Objector orstimulus stimulusfactors factors Object Differentiationof of Differentiation alternatives alternatives Sourceof ofcommunication communication Source Contentof of ––Content communication communication Situationalfactors factors... towards the advertisement the advertisement Cognitive Response Categories ¾ Product/Message Thoughts ƒ Counter arguments, support arguments ¾ Source - Oriented Thoughts ƒ Source derogation – source bolstering ¾ Ad – Execution Thoughts ƒ Thoughts about the ad itself ƒ Affect attitude toward the ad ƒ Important determinant of advertising effectiveness The Elaboration Likelihood Model Focuses on the way... based on the amount and nature of elaboration or processing of information Routes to attitude change ¾ Central route to persuasion – ability and motivation to process a message is high and close attention is paid to message content ¾ Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content Central processing... usedininchoice choice used Low Involvement High Involvement Foote, Cone & Belding Grid Thinking Feeling 1 2 Informative Affective The Thinker The Feeler 3 4 Habit Formation SelfSatisfaction The Doer The Reactor Foote, Cone & Belding Grid Thinking 1 Informative High Involvement The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics... Self-satisfaction Low Involvement The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Cognitive Response ¾ A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications ¾ Examines types... of ƒElicitation counterargumentsto to counterarguments ads ads ƒEffectivenessof ofad adto to ƒEffectiveness inducepurchase purchase induce ƒRelativeimportance importanceof of ƒRelative theproduct productclass class the ƒPerceiveddifferences differences ƒPerceived productattributes attributes ininproduct ƒPreferenceof ofaa ƒPreference particularkind kind particular ƒInfluenceof ofprice priceon on ƒInfluence...Advertising is used to make consumers aware of new products and their features Models of Obtaining Feedback Persuasion Process Effectiveness Test Circulation reach Exposure, presentation Listener, reader, Viewer recognition Attention Recall, checklists Comprehension Brand attitudes, Purchase... Foote, Cone & Belding Grid Feeling 2 Affective High Involvement The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact Foote, Cone & Belding Grid Thinking 3 Habit formation Low Involvement The Doer Food-household items Model: Do-learn-feel (responsive?)
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