Campaign Critique

BUS302

Communication process

Learning objectives

• How the elements of the communication process transfer meaning from the sender to the receiver

• Behavioural foundations marketing

• Consumer processing model

• Hedonic, experiential model

Elements of the communication process

Communication model for the technology-driven age

Marketing communications and meaning

• Meaning is developed by accomplishing specific brand-level objectives.

• Meaning can be derived from a number of perspectives:

semiotics

symbols.

Semiotics

• Semiotics is the study of signs and the analysis of meaning-producing events.

• Signs are stimuli that may include both linguistic and non-linguistic signs.

• Meanings are the thoughts and feelings evoked by the stimuli.

Semiotics

Semiotics

Signs (non-linguistic stimuli)

Meanings (perceptions and affective

reactions to a stimuli)

External influences on meanings

• Marketing communications take place in cultural and social environments that are already loaded with meaning.

• These external influences (values and beliefs, and artefacts of these values and beliefs) are learned through socialisation.

• These external influences can influence the internal interpretations of the marketing communications.

Symbols

• Symbols are used to establish a relationship between a brand and a referent; e.g. Red Bull uses the picture of two bulls to represent strength.

• Often the symbolic relationship is established using figurative, or non-literal language.

Behavioural foundations of marketing communications

• Analysis of consumer choice should not oversimplify the process.

• Consumer decision-making is very complex and is unlikely to be based on either:

pure reason

cold, logical, and rational

or

pure feelings

passionate, spontaneous, irrational.

• Rational and hedonic models are not mutually exclusive.

The consumer processing model

• Eight stages of consumer information processing

The hedonic, experiential model

• The greater the emotional involvement, the greater the influence of experiential processes

• Product consumption results from the anticipation of having fun and pleasurable feelings.

• Examples include:

performing arts

plastic arts

popular forms of entertainment

fashion apparel

sporting events

leisure activities

recreational pursuits.

CPM and HEM perspectives

• Verbal stimuli and rational arguments are most appropriate in CPM oriented marketing communications.

• Non-verbal content or emotionally provocative words are most appropriate for HEM oriented marketing communications.

• However, CPM and HEM are not mutually exclusive as such.