Week TWO: The Communication Process

Question 1

What is meaning?

Answer 1

• The perception (mental) and affective (emotional) reactions evoked when presented with words, symbols or other signs
• Meaning is internal, subjective and can differ from person to person
• Over time a brand can become its own symbol for meaning

Question 2

How are symbols used to transfer meaning and what are some examples of figurative language that can assist this?

Answer 2

• Used to establish a relationship between a brand and referent (idea)
• Often symbolic relationship is established using figurative or non-literal language

Use of Figurative Language

• Simile: compare
• Metaphor: transfer (relatively simple) associations or make comparisons without using literal descriptions
• Allegory: extended metaphor to create a narrative -> can use characters, figures and events, often uses personification

Question 3

What are the eight steps in the Consumer Processing Model?

Answer 3

-> focuses on changing knowledge and beliefs using facts and logic (functional needs)

Stage 1&2: Exposure and - Selective Attention

• Consumers are exposed to the marketer’s message
• Overcome clutter with specifically targeted messages -> catch attention

Stage 3: Comprehension

• Interpret the message
• Depends on context
• Individual needs, mood
• Where the message is seen
• Time and energy to process

Stage 4: Agreement

• Does the consumer agree/accept the message?
• Depends on:
• Information compatible with consumer’s existing values
• Message being credible

Stage 5&6: Retention & Retrieval

• Transfer information from short term to long term memory
• Repeat claims to strengthen associations/learning
• > ‘Truth effect’
• > Stronger associations are more easily retrieved

Stage 7: Decision Making

• Affect referral - how do I feel about this product/brand
• Compensatory heuristic - which brand ‘wins’ on the things I care about

Stage 8: Action
- Prior preferences don’t always win
- Situational factors can influence what products are purchased
Must coordinate with all the marketing mix variables

Question 4

Outline the hedonic experiential model

Answer 4

• views consumers’ processing of messages and behaviour as driven by emotions in pursuit of fun and feeling (experiential/symbolic needs)
• want to emphasise non-verbal content or emotionally provocative words to connect consumers to brand