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Belch: Advertising and
Promotion, Sixth Edition
Summary
III. Analyzing the
Communication Process
The function of all elements of
the promotional mix is to communicate,
so promotional planners
must understand the communication
process. This process can be
very complex; successful marketing
communications depend on a
number of factors, including the
nature of the message, the
audience’s interpretation of it, and
the environment in which it is
received. For effective communication
to occur, the sender must
encode a message in such a way
that it will be decoded by the
receiver in the intended manner.
Feedback from the receiver helps
the sender determine whether
proper decoding has occurred or
whether noise has interfered with
the communication process.
Promotional planning begins
with the receiver or target
Key Terms
communication, 139
source, 141
encoding, 141
message, 141
semiotics, 142
channel, 143
mass media, 143
receiver, 143
decoding, 143
field of experience, 143
162
5. The Communication
Process
© The McGraw−Hill
Companies, 2003
marketing communications programs include more than just advertising. 37 Consumers
are continually immersed in brand-sponsored communications that include public
relations, a broad range of sales promotion activities, websites, direct marketing, event
sponsorships, movie and TV show product placements, and other forms of marketing
communication. He argues that hierarchy models must move beyond just explaining
the effects of advertising and consider how, and with what effects, consumers synthesize
information from all the various integrated marketing communications activities
for a brand. The various communication models presented in this chapter provide
insight into how consumers may process and respond to persuasive messages and
hopefully help marketers make better decisions in planning and implementing their
integrated marketing communications programs.
audience, as marketers must
understand how the audience is
likely to respond to various
sources of communication or
types of messages. For promotional
planning, the receiver can be
analyzed with respect to both its
composition (i.e., individual, group,
or mass audiences) and the
response process it goes through.
Different orderings of the
traditional response hierarchy
include the standard learning, dissonance/attribution,
and lowinvolvement
models. The
information response model integrates
concepts from both the
high- and low-involvement
response hierarchy perspectives
and recognizes the effects of
direct experience with a product.
The cognitive response
approach examines the thoughts
noise, 145
response, 145
feedback, 145
AIDA model, 147
hierarchy of effects
model, 148
innovation adoption
model, 148
information processing
model, 148
standard learning
model, 150
dissonance/attribution
model, 151
low-involvement
hierarchy, 152
cognitive responses, 157
counterarguments, 157
support arguments, 157
source derogations, 158
evoked by a message and how they
shape the receiver’s ultimate
acceptance or rejection of the
communication. The elaboration
likelihood model of attitude
formation and change recognizes
two forms of message processing,
the central and peripheral routes
to persuasion, which are a function
of the receiver’s motivation and
ability to process a message. There
are three critical intermediate
effects between advertising and
purchase including cognition,
affect, and experience. Those
responsible for planning the IMC
program should learn as much as
possible about their target
audience and how it may respond
to advertising and other forms of
marketing communications.
source bolsters, 158
ad execution–related
thoughts, 158
attitude toward the ad, 158
elaboration likelihood
model (ELM) , 158
central route to
persuasion, 159
peripheral route to
persuasion, 160