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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
5. The Communication
Process
occurred. This may be only one of several hundred messages the consumer is exposed
to that day. There is no guarantee the information will be attended to, processed, comprehended,
or stored in memory for later retrieval. Even if the advertising message is
processed, it may not interest consumers or may be misinterpreted by them. Studies by
Jacob Jacoby and Wayne D. Hoyer have shown that nearly 20 percent of all print ads
and even more TV commercials are miscomprehended by readers. 10
Unlike personal or face-to-face communications, mass communications do not
offer the marketer an opportunity to explain or clarify the message to make it more
effective. The marketer must enter the communication situation with knowledge of the
target audience and how it is likely to react to the message. This means the receiver’s
response process must be understood, along with its implications for promotional
planning and strategy.
Perhaps the most important aspect of developing effective communication
programs involves understanding the response process the
receiver may go through in moving toward a specific behavior (like
purchasing a product) and how the promotional efforts of the marketer influence consumer
responses. In many instances, the marketer’s only objective may be to create
awareness of the company or brand name, which may trigger interest in the product. In
other situations, the marketer may want to convey detailed information to change consumers’
knowledge of and attitudes toward the brand and ultimately change their
behavior.
Traditional Response Hierarchy Models
A number of models have been developed to depict the stages a consumer may pass
through in moving from a state of not being aware of a company, product, or brand to
actual purchase behavior. Figure 5-3 shows four of the best-known response hierarchy
models. While these response models may appear similar, they were developed for
different reasons.
The AIDA model was developed to represent the stages a salesperson must take a
customer through in the personal-selling process. 11 This model depicts the buyer as
passing successively through attention, interest, desire, and action. The salesperson
must first get the customer’s attention and then arouse some interest in the company’s
Figure 5-3 Models of the response process
Stages AIDA
model a
Cognitive
stage
Affective
stage
Behavioral
stage
Attention
Interest
Desire
Action
Hierarchy of
effects model b
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Models
© The McGraw−Hill
Companies, 2003
The Response Process
Innovation
adoption model c
Awareness
Interest
Evaluation
Trial
Adoption
Information
processing model d
Presentation
Attention
Comprehension
Yielding
Retention
Behavior
147
Chapter Five The Communication Process