Advertising as Communication Notes

Advertising as Communication

Part 1: It All Begins with Communication!

The Essence of Communication

The core question isn't whether to communicate, but rather how much to invest and through which channels. Understanding the dynamics of communication is crucial.

John Wanamaker's Observation

"I know half my advertising is wasted, but I don't know which half" - This quote highlights the challenge of efficient advertising.

Basic Communication Model

The basic communication model consists of several elements that work together to convey a message from a sender to a receiver. The model includes the following components:

  • Source/Sender (Advertiser): The initiator of the communication process, such as a company, brand, politician, or charity. Their objectives are focused on receiver responses (customer-focused marketing).
  • Message (Agency): The symbolic expression of the sender's thoughts, transformed into sentences, words, sounds, images, or colors.
  • Channel (Media): The medium through which the message is transmitted, such as broadcast, print, direct mail, out-of-home (OOH), or online media. A media plan is developed to deliver the ad message to the right target audience at the right time and place.
  • Receiver (Target Audience): The recipient of the message, who interprets it based on their relationship with the sender and the environment. The receiver's decoding should align with the source's encoding.
  • Feedback: The response from the receiver, indicating the effectiveness of the message. It can be explicit or implicit and serves as a measure of control.
  • Noise: Any distracting stimuli that interfere with or distort the delivery of the ad message.

Source

The source is the initiator of the communications process. Examples include companies, brands, politicians or charities. The source's objectives in advertising are focused on receiver responses (customer-focused marketing).

Types of Sources
  • Sponsor Source
  • Reseller Source
  • Message Source Presenter
  • Indirect Source
Contributors to Source Persuasiveness
  • Credibility
  • Attractiveness
  • Power

Coded Message

The message is a symbolic expression of sender’s thoughts achieved by transforming thoughts into symbols (e.g. sentences, words, sounds, images, colours). An ad message begins with an analysis of the marketing and advertising strategy and the target audience. Executing the strategy is done by the creative team which designs and produces the ads.

Coded Message Structure

Refers to the overall content and readability of the message. The structure includes verbals vs. non-verbals, readability, ordering effects, repetition, arguing, and counterarguing.

Message Content

Refers to the words, pictures, and other devices employed in the message utilizing rational and emotional appeals.

Rational Appeals
Emotional Appeals

Media/Channel

The message is transmitted through various media, forming a media mix. Types of media include broadcast, print, direct, OOH, and online. A media plan is developed to provide the best chance of delivering the ad message to the right target audience at the right time and place.

Audience

Decoding

Receiver interprets the message influenced by the relationship between the two parties and the environment in which the message is received. Receiver’s decoding should coincide with the source’s encoding process.

Types of Receivers
  • Present customers
  • Prospective customers
  • Sophisticated receivers
Factors Affecting Persuasion
  • Comprehension of message
  • Willingness to comply
  • Self-esteem
  • Children and senior citizens
  • Gender

Feedback

Shows the effectiveness of the message and provides a measure of control. Feedback may be explicit or implicit.

Interactive Ads
  • Interactive Ads
  • Augmented Reality
  • Dynamic Ad

Noise

Distracting stimuli at any stage of the communications process. Noise is any factor that interferes with or distorts the delivery of the ad message and may prevent transmission to some of the target audience.

External Noise
  • Competitor marketing communications
  • General patterns of consumer use
  • Public opinion
  • Clutter
Internal Noise
  • Perceived needs
  • Customer's history and attitudes
  • Information processing, avoidance