Message Decisions

Communication

Advertising is, first of all, a form of communication.

Communication The passing of information The exchange of ideas The process of establishing a commonness or

oneness of thought between a sender and a receiver.

Communication Process

Elements in the Communication Process

Sender/Source: the person or organization that has information to share with another person or group of people.

Receiver/Audience: the person(s) with whom the sender shares thoughts or information.

Message: the information or meaning the source hopes to convey.

Channel: the method by which the communication travels from the source or sender to the receiver. Personal: salespeople, word-of-mouth. Nonpersonal (mass media): broadcast, print.

Elements in the Communication Process

Encoding: the process that the source puts thoughts, ideas, or information into a symbolic form (words, symbols, pictures, or video).

Decoding: the process that the receiver transforms the sender’s message back into thought.

Word

ASUS ：華碩品質，堅若磐石。 LEXUS ：專注完美，近乎苛求。

中國信託： We are family 。 全家便利商店：全家就是你家。

Nokia ：科技始終來自於人性。 麥當勞：麥當勞都是為你。

第 15屆「廣告流行語金句獎」得獎金句 企業廣告主

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多喝水沒事，沒事多喝水 味丹企業股份有限公司好險，有南山！ 南山人壽保險股份有限公司信任，帶來新幸福 信義房屋便宜一樣有好貨 全聯福利中心

想像力是你的超能力 雄獅文具整個城市就是我的咖啡館 統一超商 city café

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全國電子 足感心ㄟ ( 台語發音 ) 全國電子肝苦誰人知 白蘭氏五味子芝麻錠

Symbol

Picture

Picture

Picture

Video

Dentyne – Frost Bites, Ice Seat belt – 1, 2 BRIDGESTONE: Designed to save life. Wendy's: Where Is The Beef

Gaps between Encoding and Decoding

Elements in the Communication Process

Noise: unplanned distortion or interference. Response: the receiver’s set of reactions

after seeing, hearing, or reading the message.

Feedback: the part of the receiver’s response that is communicated back to the sender.

Cognitive Processing of Communications

The Cognitive Response Approach The Elaboration Likelihood Model (ELM)

The Cognitive Response Approach (Greenwald, 1968)

Exposure to advertisement

Exposure to advertisement

Source-oriented thoughts

Source-oriented thoughts

Ad execution thoughts

Ad execution thoughts

Product/message thoughts

Product/message thoughts

Attitude towards the advertisement

Attitude towards the advertisement

Brand attitudesBrand attitudes

Purchase intention

Purchase intention

Cognitive Responses Attitudes

Cognitive Response Categories

Product/Message Thoughts Counter arguments Support arguments

Source-Oriented Thoughts Source derogation Source bolstering

Ad-Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad Important determinant of advertising effectiveness

Advertising Attitude-Mediator Model

Cad

Cb Ab

Aad

PI

中央周邊

中央

Cad

Cb Ab

Aad

PI

成熟產品新產品

The Elaboration Likelihood Model (Petty, Cacioppo, and Schumann, 1983)

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

Routes to attitude change

Central route to persuasion: ability and motivation to process a message is high and close attention is paid to message content.

Peripheral route to persuasion: ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content.

Ads Following Central Route

An Ad Following Peripheral Route

Think

Does a spokesman always represent a peripheral cue?

Communication Process

Message Decisions

Message content (what to say) Message structure (how to say it logically) Message format (how to say it symbolically) Message source (who should say it)

Message Content

Appeal, theme, idea, or unique selling proposition (USP)

Rational or emotional appeals Rational

Positive, e.g. SUZUKI, PHILIP 寬螢幕 , 安泰人壽 . Negative, e.g. Dia 香皂 , 安全帶 , careerbuilder.com.

Emotional, e.g. 可口可樂 , 中華汽車 .

Do Humorous Ads Wear Out Too Fast?

Two opposing opinions Solution: humorous campaigns consisting of

many different commercials. KFC – 會客篇 , 監獄篇 AMERIQUEST – 廚房篇 , 飛機篇 BRAHMA Beer – 1, 2

Fear Appeals and Message Acceptance

Rej

ectio

n

Inhibiting effects

Resultantnonmonotonic curve

Facilitating effects

Level of fear

Acc

epta

nce

Message Structure

Order of Presentation Conclusion Drawing Message Sidedness Refutation Verbal versus Visual Messages

Order of Presentation

Primacy effect: information presented first is most effective.

Recency effect: the last arguments presented are most persuasive.

Most effective sales presentations open and close with strong selling points and bury weaker arguments in the middle.

Target audience’s attitude: opposed, not interested, or predisposed.

Message Recall and Presentation Order

Rec

all

Beginning Middle End

Conclusion Drawing

In general, messages with explicit conclusions are more easily understood and effective in influencing.

Open-ended ads were more effective than closed-ended arguments that did include a specific conclusion – but only for involved audiences.

Factors: involvement, education, the type of issue or topic, the nature of the situation, complexity.

Conclusion Drawing

Message Sidedness

One-sided message: mention only positive attributes or benefits.

Two-sided message: present both good and bad points.

Two-sided message may enhance the credibility of the source.

E.g. Avis: “We are No. 2. We try harder.”; 全聯福利中心 .

Factors: education, audience’s attitude.

Two-Sided Message

Refutation

The communicator presents both sides of an issue and then refutes the opposing viewpoint.

Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or company.

Refutational appeals are more effective than one-sided messages in making consumers resistant to an opposing message.

Examples: PHS vs. GSM, 烤米片 vs. 洋芋片 .

Refutation