Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:Consumer behaviour unit 2 new: Consumer Faculty Name: Subhangi Ma'am

1. UNIT II - CONTENT
 Components of Communication
 Communication Process
 Communication Strategy
 Message Factors – Structure, Order Code, Appeal
 Types of Appeal
Rational, Emotional, Fear, Humor, Sex, Prestige, Ego.
 Persuasion – ELM model

2. MEDIUM
 COMMUNICATION CHANNEL
 IMPERSONAL – MASS MEDIUM
 INTERPERSONAL – FORMAL CONVERSATION
& INFORMAL CONVERSATION

3. IMPERSONAL COMMUNICATION
 MASS MEDIA
 PRINT MEDIA
 BROADCAST MEDIA
 ELECTRONIC MEDIA
 NEW MEDIA
 DIRECT MARKETING

4. MESSAGE
 VERBAL
 NON VERBAL
 COMBINATION OF BOTH
 FEEDBACK
 PERMITS THE SENDER TO REINFORCE TO CHANGE
MESSAGE
 EASY AND FAST IS INTERPERSONAL
COMMUNICATION
 DIFFICULT IN IMPERSONAL COMMUNICATION

5. MARKETING COMMUNICATION
 OBJECTIVES
 AWARENESS ABOUT PRODUCT
 INFORMATION OF PRODUCT
 INDUCE POSITIVE ATTITUDE TOWARDS PRODUCT
 PERSUADE THE CONSUMER TO BUY PRODUCT
 CONVINCE CONSUMER HOW THE PRODUCT WILL
SOLVE PROBLEMS

6. COMMUNICATION PROCESS
 THE SENDER
 ENCODES MESSAGE
 MINIMIZE BARRIERS
 TRIES TO CONVEY PRECISELY INTENDED WAY
 ORGANIZATIONS ARE SENDER
 RECEIVER IS TARGET CONSUMER
 OBJECTIVE
 TO INFORM
 TO INFLUENCE
 TO PERSUADE

7. CREDIBILITY OF SOURCE
 IMPORTANCE OF CREDIBILITY
 EFFECTS OF CREDIBILITY IN DECODING
 HONESTY
 OBJECTIVITY

8. Building Credibility
1.INFORMAL SOURCE
 STRONG INFLUENCE
 REASON- NON-COMMERCIAL
 PERCEIVED AS MOST CREDIBLE
 ADVICE SERIOUSLY CONSIDERED

9. BUILDING CREDIBILITY
1.FORMAL SOURCE
2.NEUTRAL FORMAL SOURCES
 PERCEIVED MORE CREDIBLE
REPORTS, NEWSPAPER ARTICLES
MORE OBJECTIVE

10. FORMAL COMMERCIAL SOURCE
OBJECTIVE
1. PROFIT ORIENTED
2 PERCEIVED AS COMMERCIAL
FACTORS AFFECTING CONSUMERS
JUDGEMENT
 PAST PERFORMANCE
 REPUTATION
 SERVICE
 IMAGE
 SPOKESPERSON
 RETAIL OUTLET

11. CREDIBILITY OF SPOKESPERSON &
ENDORS
 EFFECT OF PITCHMAN
 USE OF CELEBRITY
 SYNERGY BETWEEN ENDORSER & PRODUCT
 DEMOGRAPHIC CHARACTERISTICS OF ENDORSER
MUST BE SIMILAR TO TARGET AUDIENCE
 CREDIBILITY OF ENDORSER
 CREDIBILITY OF CORPORATE
 USE OF TESTIMONIALS

12. MESSAGE CREDIBILITY
 REPUTATION OF RETAILERS
 RETAIL ADVERTISING REINFORCES
MANUFACTURER’S MESSAGE
 REPUTATION OF MEDIUM

13. EFFECT OF TIME ON SOURCE CREDIBILITY
 THE SLEEPER EFFECT
 EFFECT ON HIGH CREDIBILITY SOURCE
 POSITIVE AND NEGATIVE EFFECT
 EFFECT DISAPPEARS AFTER SIX WEEKS

14. RECEIVER
 TARGET AUDIENCE
 DECODING THE MESSAGE
 FACTORS AFFECTING DECODING
 PERSONAL CHARACTERISTICS
 INVOLVEMENT WITH THE PRODUCT
 CONGRUENCY OF THE MESSAGE WITH THE MEDIUM
 RECEIVER’S MOOD

15. PERSONAL CHARACTERISTICS
 DEMOGRAPHICS( AGE, GENDER)
 SOCIO CULTUTRAL MEMBERSHIP
 LIFESTYLE
 PERSONALITY
 ATTITUDE
 PRIOR LEARNING
 PERCEPTION
 EXPERIENCE

16. INVOLVEMENT & CONGRUENCY
 PERSONAL INVOLVEMENT
 ATTENTION
 LOW INVOLVEMENT OF CONSUMERS DECODE THE
MESSAGE WITHIN THE CONTEXT

17. MOOD
 EMOTIONAL APPEAL IS EFFECTIVE
 POSITIVE MOOD ENHANCES LEARNING
 CHANGED MOOD AFFECTS EVALUATION & RECALL

18. BARRIERS TO COMMUNICATION
 SELECTIVE EXPOSURE TO MESSAGES
 ZAPPING OF COMMERCIALS
 ROAD BLOCKING

19. BARRIERS TO COMMUNICATION
 PSYCHOLOGICAL NOISE
 CLUTTER OF COMMERCIAL MESSAGE
 HOW TO OVERCOME
 REPEATED EXPOSURE
 CONTRAST COPY WRITING
 USE OF TEASER
 USAGE OF SPECIALIZED MEDIA.

20. PSYCHOLOGICAL NOISE
A.CLUTTER OF MESSAGES
B.HOW TO OVERCOME
1.REPEAT EXPOSURE
2.CONTRAST COPY WRITING
3.USE OF TEASERS
4.SPECIALISED MEDIA

21. FEEDBACK
 PROMPT
 ACCURATE
 RARELY DIRECT
 INFERED
 INFERED FROM-
 CONSUMERS ACTION,ENQUIRY
 REPEAT PURCHASE,SATISFACTION
 HOTLINE SERVICES

22. FEED BACK
 ADVERTISING RESEARCH
 A.IMPACT OF ADVERTISING
 B.PERSUASIVE EFFECT
 C.SALES EFFECT
 D.MEDIA PREFERENCES
 TV PROGRAMS
 RECALL OFADV.

23. PERSUASIVE COMMUNICATION
 OBJECTIVE OF COMMUNICATION
 APPROPRIATE AUDIENCE
 APPROPIATE MEDIA
 DESIGNING MESSAGE
 A.FOR MEDIA
 B.FOR AUDIENCE

24. COMMUNICATION STRATEGY
 PRIMARY OBJECTIVE
 A.AWARENESS
 B.PROMOTING SALES
 ENCOURAGING PRACTISES
 REDUCING COGNITIVE DISSONANCE
 ATTRACTING RETAIL PATRONAGE
 CREATING FAVOURABLE IMAGE

25. COGNITIVE MODELS
 DEPICTS PROCESS
 EXPOSURE OF MESSAGE
 RESULT OF EXPOSURE
 A.INTEREST
 B.DESIRE
 C.BUYING

26. COGNITIVE MODELS
 THREE PHASES
 FLOW OF PERCEPTION