Advertisements to Compare

EXHIBIT 5–2Professional golfer Paula Creamer is a source in this ad for Citizen Eco-Drive watches

Message The encoding process leads to development of a message that contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into a transmittable form that is appropriate for the channel of communication being used. In advertising, this may range from simply writing some words or copy that will be read as a radio message to producing an expensive television commercial. For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates. Notice how the Coach ad shown in Exhibit 5–3 uses only a picture to deliver its message. However, the use of the brand name and picture is an effective way to communicate Coach’s intended message of the eloquent simplicity as well as classic design and American style of its handbags. Marketers must make decisions regarding the content of the messages they send to consumers as well as the structure and design of these messages. Content refers to the information and/or meaning contained in the message while structure and design refer to the way the message is put together in order to deliver the information or intended meaning. More attention will be given to issues regarding message appeal and structure in the next chapter while message design is discussed in the chapters on creative strategy (Chapters 8 and 9).

EXHIBIT 5–8 Advertising for innovative new products such as the Sony Reader must make consumers aware of their features and benefits

The  innovation adoption model  evolved from work on the diffusion of innovations.17 This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action (in this case, deciding to adopt a new product). The steps preceding adoption are awareness, interest, evaluation, and trial. The challenge facing companies introducing new products is to create awareness and interest among consumers and then get them to evaluate the product favorably. The best way to evaluate a new product is through actual use so that performance can be judged. Marketers often encourage trial by using demonstration or sampling programs or allowing consumers to use a product with minimal commitment (Exhibit 5–7). After trial, consumers either adopt the product or reject it.

The innovation adoption model is especially important to companies who are using IMC tools to introduce new products to the market. These marketers recognize that there are certain types of consumers who are of particular interest to them because of their interest in new products and their ability to influence others.18 Marketers are constantly looking for ways to identify and communicate with these early adopters and to encourage them to pass along information to other consumers. IMC Technology Perspective 5–1 discusses how marketers of high-tech products are developing profiles of digital adopters—those individuals who are among the first to use various digital products and services.

The final hierarchy model shown in Figure 5–3 is the  information processing model  of advertising effects, developed by William McGuire.19 This model assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver. McGuire suggests that the series of steps a receiver goes through in being persuaded constitutes a response hierarchy. The stages of this model are similar to the hierarchy of effects sequence; attention and comprehension are similar to awareness and knowledge, and yielding is synonymous with liking. McGuire’s model includes a stage not found in the other models: retention, or the receiver’s ability to retain that portion of the comprehended information that he or she accepts as valid or relevant. This stage is important since most promotional campaigns are designed not to motivate consumers to take immediate action but rather to provide information they will use later when making a purchase decision.

​Reference

Belch, G., Belch, M. (01/2011). Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. [VitalSource Bookshelf Online]. Retrieved from https://strayer.vitalsource.com/#/books/1259590895/

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