cb week 7 ppt-communication process

Communication and Consumer Behavior

CHAPTERNINE

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Learning Objectives

1. To Understand the Role of the Message’s Source in the Communication Process.

2. To Understand the Role of the Message’s Audience (Receivers) in the Communication Process.

3. To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups.

4. To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages.

5. To Understand How Marketers Measure the Effectiveness of Their Promotional Messages.

2Chapter Nine Slide


Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across?

3Chapter Nine Slide


Nonverbal Used for Positioning

4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Nine Slide

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Basic Communication ModelFigure 9.2


Chapter Nine Slide


The Source as the Initiator


6Chapter Nine Slide


The Source - Impersonal and Interpersonal Communications

Source Credibility

Reference Groups• Normative• Comparative• Membership• Symbolic


7Chapter Nine Slide


The SourceInformal Sources and Word of Mouth

• Informal Sources– Opinion leaders

• Word of Mouth and eWOM– Two-way communication– Social networks– Brand communities– Message boards and

Blogs


8Chapter Nine Slide


The SourceWord of Mouth – Strategic Applications

Buzz Agents

Viral Marketing

Tackling negative rumors

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Discussion Questions

How have informal sources affected your decision as a consumer?

Which informal sources are the most powerful? Why? When?


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The SourceCredibility of Formal Sources

Institutional advertising

Publicity

Endorsers




Who do you consider credible spokespeople?

Why?

Can you think of certain ads with credible spokespeople?

Ads with spokespeople who are NOT credible?

12Chapter Nine Slide


Why Are Consumers Likely to Perceive This Ad as Credible?



A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a Hedonistic Product.



Credibility of Formal Sources Endorser Effectiveness



Credibility of Formal Sources Other Credibility Sources



The Receivers as the Target Audience

Personal characteristics and motives

Involvement and congruency

Mood

Barriers to communication• Selective exposure to messages• Psychological noise



Overcoming Psychological Noise




Media (Channel)

Mass Media

Nontraditional (New) Media is:



The Shift From Traditional To Nontraditional Advertising - Figure 9.5



Nontraditional Media

Out-of-home and On-the-go• Advertising screens in buildings and transit• Digital billboards on roads• Ambient advertising (in new places)

Online and Mobile• Includes consumer-generated media• Narrowcast messages

Interactive TV (iTV)




Media (Channel)

Congruence with message• Addressable advertising• Branded entertainment



Resonance

Message framing

One-Sided versus Two-Sided Messages

Order Effects

WordplayUsed to create a double

meaning when used with a relevant picture

Designing Persuasive Communications


Message Structure and Presentation

Chapter Nine Slide


Which Advertising Technique Is Used in Each Ad, and How So?



Resonance




Resonance

Message framing


Order Effects

Positive framingNegative framing


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Resonance

Message framing


Order Effects

Depends on nature of the audience and nature of competition


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•Resonance•Message framing•One-Sided versus Two-Sided Messages•Order Effects

PrimacyRecencyOrder of benefitsBrand name


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Comparative

Fear

Humor

Abrasive

Sex

Audience participation

Timely

Celebrities

Advertising Appeals



Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used?



Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases


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Which Two Advertising Appeals Are Shown in This Ad?



Humor and Fear Appeal




You are a marketer for your college/university.• How could you use comparative advertising?• Do you think it would be effective?



Feedback Determining Effectiveness



Feedback Determining Effectiveness

Exposure• People meters

Message Attention, Interpretation, and Recall• Physiological measures• Attitudinal measures• Recall and recognition measures


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