This document discusses communication and its influence on consumer behavior. It defines communication as the transmission of messages from a sender to a receiver via a medium. It then outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also discusses factors that can influence the communication process, such as the credibility and characteristics of the source, the properties of different communication mediums like television and magazines, and characteristics of the target audience. Finally, it provides recommendations for designing effective persuasive communications, including through message framing, comparative advertising, and the appropriate use of appeals like fear, humor, and participation.
Communication and its influence on consumer behavior...final ppt
1. Communication and its influence
in Consumer Behaviour
Presented By:
Deepika Broca (10-MBA-13)
Dinesh Bargotra (12-MBA-13)
Mehak Gupta (22-MBA-13)
Surbhi Safaya (51-MBA-13)
2. • The transmission of a message from a sender to
a receiver via a medium of transmission. Communication :
• refers to the buying behavior of final consumers
(individuals & households) who buy goods and
services for personal consumption.
Consumer
Behaviour:
3. Elements of the Communication 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. Basic Communication Model
■ The Communication Process
Source Encoding Message Medium Decoding Receiver
Feedback
5. Factors Affecting Communication Process
• Characteristics of the source
• Message characteristics
• Characteristics of the receiver
• Characteristics of the medium
6. Characteristics of the source
• Credibility of Informal Sources
• Includes word of mouth
• These sources also called opinion leaders
• Informal sources may not always be credible
• Credibility of Formal Sources
• 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
• Source Credibility
• Reputation of the retailer
• Consumer’s previous experience with product
• Reputation of the medium
7. Credibility of Spokespersons and Endorsers
• Effectiveness related to:
• The message
• Synergy between endorser and type of product
• Demographic characteristics of endorser
• Corporate credibility
• Endorsement wording
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8. Characteristics of the Medium - Newspaper
• Access to large audiences
• Effective for local reach
• Flexible
• Fast
• Feedback possible through coupon
redemption, etc.
• Not selective
• Short message life
• Clutter
• Cost varies based on ad size and
vehicle circulation
9. Characteristics of the Medium - Magazines
• Highly selective
• Selective binding possible
• High quality production
• High credibility
• Long message life
• High pass along rate
• High clutter
• Delayed and indirect feedback
• Rates vary based on circulation and
selectivity
10. Characteristics of the Medium - Television
• Large audiences possible
• Appeals to many senses
• Emotion and attention possible
• Demonstration possible
• Very high costs overall
• Long lead time
• High clutter
• Short message life
• Viewers can avoid exposure with
zapping
• Day-after recall tests for feedback
11. Characteristics of the Medium - Radio
• High geographic and demographic
selectivity
• Audio only
• Relatively inexpensive
• Good local coverage
• Short exposure time
• High clutter
• Zapping possible
• Delayed feedback through day-after
recall tests
12. Characteristics of the Medium - Internet
• Potential for audience selectivity
• Customized tracking possible and
other feedback tools possible
• Useful for branding and
reinforcement of messages
• Demographic skew to audience
• Very high clutter
• Zapping possible
• Great variation in pricing
• Privacy concerns
13. Characteristics of the Medium –
Direct Mail
• High audience selectivity
• Personalization possible
• Novel, interesting stimuli possible
• Low clutter
• Perception of junk mail
• Feedback possible through
response
14. Characteristics of the Medium – Direct Marketing
• Development of databases
• High audience selectivity
• Relatively free of clutter
• Privacy concerns
• Measurable responses
• Cost per inquiry, cost per sale,
revenue per ad can be calculated
15. Characteristics of the Target Market
• Personal characteristics and comprehension
• Involvement and congruency(the quality of agreeing)
• Mood
• Barriers to communication
• Selective exposure to messages
• Psychological noise
16. Sleeper Effect
• The idea that both positive and negative credibility
effects tend to disappear after a period of time.
Sleeper
Effect
17. Communication and Marketing Strategy
• Establish communication objectives
• Select target audience
• Choose the best media
• Develop suitable message strategies
• Match message with audience characteristics
• Develop suitable message structure, presentation
• Develop suitable message appeals
• Reduce barriers to effective communication
• Measure effectiveness of marketing communications
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20. Designing Persuasive Communications
Message Structure and Presentation
• Resonance
• Message framing
• Comparative advertising
• Order effects
• Wordplay
• Used to create a double
meaning when used with
a relevant picture
21. Message Structure and Presentation
• Resonance
• Message framing
• Comparative advertising
• Order effects
• Positive framing
• Negative framing
• One-sided vs. two-sided
28. Impact of 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.
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29. • 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.
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