Hifni Alifahmi
Email: fahmi@spiritmarcom.com
How Brand Communication Works
4. Noise
Physical and
Psychological
Distraction
3.
2. Message
Communicatio
Brand Messages 5. Receiver
n
1. Source Ads, PR (Decoding)
Channel/Media
(Encoding) Releases, Customer
TV, Radio,
Company Brand Coupons, Prospects
Newspaper,
Agency Signage, Other
Magazines,
Customer Stakeholders
Internet,
Service
Mail, Phone
6. Feedback-
Interactivity
• Immediate
Response
• Delayed
Response
• No Response
Attention (1)
Comprehension (4)
Yielding (2)
Retention
Behavior
DV = Dependent Variables
Catatan: Orkestrasi Strategi Kreatif Pesan dan
Media perlu memperhatikan beberapa aspek
tersebut, terutama faktor Khalayak (Receiver)
Belch & Belch, 2007: 165 yang dibidik dan Visi Perusahaan/Produk.
Source Factors
Source
Attractiveness Identification
Source
Power Compliance
Message
Descriptions
Structure
Order of The most important message points be placed at
the beginning (primacy effect) or at the end
presentation
(recency effect: the last arguments are more
persuasive ).
Message A one-sided message (positive/benefits)
sidedness A two-sided message ( good and bad points)
Emotions
Personality
Product benefits
ATTENTION Headlines,
visuals
INTEREST Subheads,
Lead paragraph
Scan
Pa
Touch rt
ic
ip
W at
at e
ch
See
R
ea
d
Li
H ear st
en
R a d io P r in t TV W EB
T im e S p e n t
Out-of-Home Media
Outdoor
Market Segment
Nice Market
Individual
and Group
Audience
Knowledge Comprehension
Affective Interest Liking Interest Yielding
Stage Preference
Desire Conviction Evaluation Retention
Behavioral Trial
Stage
Action Purchase Adoption Behavior
The realm of
Preference “image” copy status, glamour
emotions
appeals
Ads change attitude
and feelings Liking Announcements, descriptive copy,
classified ads, slogans, jingles, sky
writing
The realm of Knowledge
thoughts
Teaser campaigns
Ads provide Awareness
information and facts
Belch & Belch, 2007: 207
Communication Effect
of Pyramid
5%
Repurchase
Regular use
20% Trial
25% Preference
40% Liking
70% Knowledge/Comprehension
90% Awareness
Topical Involvement
High low
High (learning model) (low involvement model)
Cognitive Cognitive
Perceived Affective
product Conative Conative
differentiation
(dissonance/attribution
low model)
Conative
Affective Affective
Cognitive