The Activation process model – Introduction

mmunicative process any PPL

o a

o sources (Moriarty, 1996).

Based on the above-mentioned research studies, and the other theoretical aspects of PPL and activation mentioned in previous sections, the authors believe there is a strong basis for recommending Danish brands to activate on their product placements.

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We have now introduced the conce

product placement efforts through connecting the placed brand or product to one or more me after the movie, TV-show etc. has finished. We have also explained in detail the activation typology, that is, what types of activations an organization can choose from.

description of the primary elements involved in the process of communication between

and receiver of communicative messages. These communicative messages are synonymous with what we have so far named activation activities or elements, and we shall continue this

terminology throughout the thesis. The purpose of dedicating a separate section to the ac process is for the reader to gain an overall understanding of all the communicative phases an activation activity goes through from the time a company implements it to it is, hopefully, received by the target audience. We will use the activation process model for this purpose a suggested by Pickton & Broderick (2005), a model that is based on a traditional way of lookin marketing communications (activation) originally proposed by Schramm (1960).

As mentioned above the activation process model shows the co

activation activity goes through from being implemented by an organisation to the target audience receives it. It further illustrates, and this is where it differs from more traditional communication models such as Schramm’s (1960), how the target audience may response t PPL activation effort and the noise involved in the process from the coding and decoding of messages. The model is obviously of theoretical origin, but it can quite comfortably be used t give a general picture of how the activation process functions in the “real-world”, due to its straight-forward way of explaining the phases an activation efforts, or message, goes through

from sender to receiver and back again. The activation process model is shown in figure 11 below.

Figure 11: Activation Process Model (own production based on Pickton & Broderick (2005))

-environment in which the xt

e process of getting an activation activity from an

e content

r 5.5.1.1 The Activation Process Model – The activation context 

The left part of the model contains both the macro- and the micro

activation process takes place and is labelled the Activation Context because this is the conte and the environment in which all activation takes place. The activation context is dynamic and changes in both the wider environment (macro) and the immediate environment (micro) occur frequently.

The activation context influences th

organisation to its target audiences in the way that the organisation (Sender) chooses th

of the activation activity (Message) and the media through which it is implemented (Media). The context also influences how the receiver, in this case the consumer, is exposed to the activation.

The communications loop illustrates that the activation is often a two-way communicational process, which means that the receiver of a message, will be able to respond back to the sende

ort

tion

5.5.1.2 The Activation Process Model – Receiver response and increased sales 

his is probably the most interesting part of the model for companies wishing to engage in t in which the

es,

t

may ntial

.5.2 The Activation Process Model – Summing up

We have included the activation process model in the thesis in order for reader to understand the oes through from the time it is thought up difficult due to the nature of analogue activation activities, but the digital media revolution has made it possible for audiences (target or non-target) to respond more directly and faster to the activation efforts by a company. The best examples are perhaps blogs, which can be seen as a s of digital “word-of-mouth” communication and hits on sites such as YouTube.

The communications loop furthermore tells us that a certain amount of “noise” is inevitable during the activation process, and that this noise comes from the coding and decoding of messages both from the sender and from the feedback. Inaccurate interpretations of activa efforts caused by noise such as a TV-commercial can occur if for example the viewer is eating while exposed to the commercial or if the viewer’s children are playing in front of the TV.

  T

activation of product placements. The activation context describes the environmen

activation takes place, while the right side of the model, receiver response and increased sal has to do with how the audiences’ attitudes, associations and behaviours towards the activation has the potential to lead to increased sales. This is because, as mentioned in the HoE model, tha positive associations can lead to preferences and eventually choice of purchase. The receiver response box in the Activation Process Model lists some of the possible reactions of a receiver exposed by an activation activity. These include increased brand awareness, positive brand associations and perceived quality. Of course, if the activation efforts coming from a brand holder have been inappropriate or targeted to the wrong audiences, some negative reactions also occur. However, if appropriate and targeted correctly the activation activity has the pote to lead to increased sales for the brand holder, which as we have mentioned earlier on must be considered one of the ultimate objective for brand holders engaged in PPL activation.

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process every product placement activation activity g

by the company (or agency) to the time it reaches an audience. It further acknowledges the changes in the audience’s attitudes, associations and behaviours towards the brand kicked off by