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Ch 9.ppt
- 1. Communication and ConsumerBehavior
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- 3. The Communications Process The Message Initiator (the Source) The Sender The Receiver The Medium The Message The Target Audience (the Receivers) Feedback - the Receiver’s Response
- 4. The Message Initiator(source) Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Includes word of mouth These sources also called opinion leaders Informal sources may not always be credible Issues with Credibility
- 5. The Message Initiator(source) Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Neutral sources have the greatest credibility. Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility. Institutional advertising used to promote favorable company image. Issues with Credibility
- 6. The Message Initiator(source) Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Effectiveness related to: ◦ The message ◦ Synergy between endorser and type of product ◦ Demographic characteristics of endorser ◦ Corporate credibility ◦ Endorsement wording Issues with Credibility
- 7. This ad has strong synergy betweenthe endorser and the type of product.
- 8. The Message Initiator(source) Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Credibility of retailers. Reputation of the medium that carries the ad. Consumer’s previous experience with product. Issues with Credibility
- 9. Sleeper Effect The idea thatboth positive and negative credibility effects tend to disappear after a period of time.
- 10. The Target Audience(receivers) Personal characteristics and comprehension Involvement and congruency Mood Barriers to communication ◦ Selective exposure to messages ◦ Psychological noise
- 11. Feedback The Receiver’s Response Feedback should be gathered: ◦ Promptly ◦ Accurately
- 12. Advertising Effectiveness Research Mediaand message exposure measures ◦ How many consumers received the message ◦ Which consumers received the message
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- 14. Nielson Ratings atZap2it.com weblink
- 15. A People Meterfor Television Measurement
- 16. Advertising Effectiveness Research MessageAttention and Interpretation ◦ Physiological measures ◦ Theater tests ◦ Readership surveys ◦ Attitudinal measures Message Recall Measures ◦ Day after recall
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- 18. Comprehensive Communication Model -Figure 9-6
- 19. Designing Persuasive Communications Communicationsstrategy ◦ Must include objectives ◦ Includes cognitive models ◦ Newer models include perception, experience, and memory
- 20. The Three Phasesand Flow Figure 9-7
- 21. Designing Persuasive Communications TargetAudience ◦ Segmentation is key Media Strategy ◦ Consumer profile ◦ Audience profiles
- 22. Excerpts from Table9.1 Persuasive Capabilities and Limitations of Major Media (Magazines) Highly selective Selective binding possible High quality production High credibility Long message life High pass-along rate Long lead time High clutter Delayed and indirect feedback Rates vary based on circulation and selectivity
- 23. Excerpts from Table9.1 Persuasive Capabilities and Limitations of Major Media (Television) Low costs per contact Long lead time High clutter Short message life Viewers can avoid exposure with zapping, etc. Day-after recall tests for feedback Large audiences possible Appeals to many senses Emotion and attention possible Demonstration possible Very high costs overall
- 24. Designing Persuasive Communications MessageStrategy ◦ Involvement theory Central and peripheral routes
- 25. Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Wordplay Used to create a double meaning when used with a relevant picture. Message Structure and Presentation
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- 27. Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Positive framing Negative framing One-sided vs. two- sided Message Structure and Presentation
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- 29. Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Marketer claims product superiority over another brand. Useful for positioning. Message Structure and Presentation
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- 31. Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Primacy Recency Order of benefits Brand name Message Structure and Presentation
- 32. Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Important for learning Message Structure and Presentation
- 33. Emotional Advertising Appeals Fear Humor Abrasiveadvertising Sex in advertising Audience participation
- 34. Table 9.2 Impactof Humor on Advertising •Humor attracts attention. •Humor does not harm comprehension. •Humor is not more effective at increasing persuasion. •Humor does not enhance source credibility. •Humor enhances liking. •Humor that is relevant to the product is superior to humor that is unrelated to the product. •Audience demographic factors affect the response to humorous advertising appeals. •The nature of the product affects the appropriateness of a humorous treatment. •Humor is more effective with existing products than with new products. •Humor is more appropriate for low-involvement products and feeling- oriented products than for high-involvement products.