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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
5. The Communication
Process
Effectiveness tests Steps in persuasion process
Circulation reach
Listener, reader,
viewer recognition
Recall, checklists
Brand attitudes,
purchase intent
Recall over time
Inventory, point-ofpurchase
consumer panel
Scanner data
Exposure/presentation
Attention
Comprehension
Message acceptance/
yielding
Retention
Purchase behavior
Implications of the Traditional Hierarchy Models The hierarchy
models of communication response are useful to promotional planners from several
perspectives. First, they delineate the series of steps
potential purchasers must be taken through to move them
from unawareness of a product or service to readiness to
purchase it. Second, potential buyers may be at different
stages in the hierarchy, so the advertiser will face different
sets of communication problems. For example, a
company introducing an innovative product like Zenith’s
plasma high-definition television (HDTV) may need to
devote considerable effort to making people aware of the
product, how it works, and its benefits (Exhibit 5-5).
Marketers of a mature brand that enjoys customer loyalty
may need only supportive or reminder advertising to
reinforce positive perceptions and maintain the awareness
level for the brand.
The hierarchy models can also be useful as intermediate
measures of communication effectiveness. The marketer
needs to know where audience members are on the
response hierarchy. For example, research may reveal
that one target segment has low awareness of the advertiser’s
brand, whereas another is aware of the brand and
its various attributes but has a low level of liking or brand
preference.
For the first segment of the market, the communication
task involves increasing the awareness level for the
brand. The number of ads may be increased, or a product
sampling program may be used. For the second segment,
where awareness is already high but liking and
preference are low, the advertiser must determine the
© The McGraw−Hill
Companies, 2003
Figure 5-4 Methods of
obtaining feedback in the
response hierarchy
Exhibit 5-5 Advertising
for innovative new products
such as HDTV must make
consumers aware of their
features and benefits
149
Chapter Five The Communication Process