The document outlines the various components and strategies of communication, focusing on the process of conveying messages and the factors that influence consumer behavior. It discusses types of appeals, the importance of credibility, and the roles of different communication channels and feedback mechanisms in marketing. Additionally, it covers the significance of message structure, audience targeting, and the impact of advertisements on consumer perception and action.

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 CONSUMERS TO BUY PRODUCT
 CONVINCE CONSUMERS AS TO 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
i. HONESTY
ii. OBJECTIVITY

8. BUILDING CREDIBILITY
INFORMAL SOURCE
 STRONG INFLUENCE
 REASON: NON-COMMERCIAL
 PERCEIVED AS MOST CREDIBLE
 ADVICE SERIOUSLY CONSIDERED

9. BUILDING CREDIBILITY
NEUTRAL FORMAL SOURCES
 PERCEIVED MORE CREDIBLE
 REPORTS, NEWSPAPER ARTICLES
 MORE OBJECTIVE

10. FORMAL COMMERCIAL SOURCE
OBJECTIVE
• PROFIT ORIENTED
• PERCEIVED AS COMMERCIAL
FACTORS AFFECTING CONSUMERS:
• JUDGMENT
• PAST PERFORMANCE
• REPUTATION
• SERVICE
• IMAGE
• SPOKESPERSON
• RETAIL OUTLET

11. CREDIBILITY OF SPOKESPERSON
& ENDORSERS
 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
i. PERSONAL CHARACTERISTICS
ii. INVOLVEMENT WITH THE PRODUCT
iii. CONGRUENCY OF THE MESSAGE WITH THE MEDIUM
iv. RECEIVER’S MOOD

15. PERSONAL CHARACTERISTICS
 DEMOGRAPHICS( AGE, GENDER)
 SOCIO CULTURAL 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. PSYCHOLOGICAL NOISE
A. CLUTTER OF MESSAGES
B. HOW TO OVERCOME :
• REPEAT EXPOSURE
• CONTRAST COPYWRITING
• USE OF TEASERS
• SPECIALIZED MEDIA

20. FEEDBACK
 PROMPT
 ACCURATE
 RARELY DIRECT
 INFERRED
 INFERRED FROM -
CONSUMERS ACTION, ENQUIRY
REPEAT PURCHASE, SATISFACTION
HOTLINE SERVICES

21. FEEDBACK
ADVERTISING RESEARCH
 IMPACT OF ADVERTISING
 PERSUASIVE EFFECT
 SALES EFFECT
 MEDIA PREFERENCES
 TV PROGRAMS
 RECALL OF ADV.

22. PERSUASIVE COMMUNICATION
 OBJECTIVE OF COMMUNICATION
 APPROPRIATE AUDIENCE
 APPROPIATE MEDIA
 DESIGNING MESSAGE
FOR MEDIA
FOR AUDIENCE

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

24. COGNITIVE MODELS
 DEPICTS PROCESS
 EXPOSURE OF MESSAGE
 RESULT OF EXPOSURE
INTEREST
DESIRE
BUYING

25. COGNITIVE MODELS
 THREE PHASES
 FLOW OF PERCEPTION
 RELATIONSHIP AMONG KEY FACTORS
PERSUASION, PERCEPTION, EXPERIENCE & MEMORY

26. CONSUMER SEGMENT
 HOMOGENOUS
 IMPOSSIBLE TO DEVELOP SINGLE MESSAGE
 UNIVERSAL APPEAL IN SIMPLE LANGUAGE
 SPIN OFF A SERIES OF RELATED MESSAGES
 TARGETTING TO THE SPECIFIC INTERESTS

27. MEDIA STRATEGY
 PLACEMENT OF ADS IN SPECIFIC MEDIA
 RESEARCH PREPARES CONSUMER PROFILE
 DESCRIPTIVE AUDIENCE PROFILE

28. MESSAGE STRATEGY
 THROUGH IDEA
 ATTITUDE
 IMAGE OR OTHER INFORMATION
 UNDERSTAND TARGET AUDIENCE
 PERSONAL CHARACTERISTICS
 DEMOGRAPHIC

29. MESSAGE
 DESIGN
 PICTURES
 LOGO
 WORDS
 SONG
 JINGLE
 NON VERBAL STIMULI- REINFORCEMENT

30. THREE PERSONALITY TYPES
 RIGHTEOUS BUYER
 SOCIAL BUYER
 PRAGMATIC BUYER (PRACTICAL- VALUE FOR MONEY)

31. INVOLVEMENT THEORY
A. HIGH INVOLVEMENT PURCHASE
B. LOW INVOLVEMENT PURCHASE
C. ELABORATION LIKELIHOOD MODEL
A. HIGH INVOLVEMENT-
 HIGH PRICE
 LONG LASTING
 DEEP INTEREST

32. INVOLVEMENT THEORY
B. CONTROL ROUTE OF PERSUASION
 RATIONAL
 ISSUE RELATED ARGUMENTS
 COGNITIVE PROCESS

33. INVOLVEMENT THEORY
B. LOW INVOLVEMENT
 LOW PRICE
 SHORT LIFE
 TRIAL
C. PERIPHERAL ROUTE OF PERSUAION
 SYMBOLIC MATERIAL
 PLEASANT INDIRECT ASSOCIATION
 PROVOKE FAVOURABLE INFERENCES

34. MESSAGE STRUCTURE
RESONANCE ADVERTISING
 WORD PLAY
 CREATE DOUBLE MEANING
 USED WITH RELEVANT PICTURE
 INSIGHTS PROVIDED BY SEMIOTICS
 CAN CHANGE CONSUMER’S ATTITUDES
 IMPROVES UNAIDED RECALL

35. MESSAGE STRUCTURE
MESSAGE FRAMING
 STRESS BENEFITS
 POSITIVE MESSAGE FRAMING
 BENEFITS LOST BY NOT USING
 NEGATIVE MESSAGE FRAMING

36. MESSAGE STRATEGY
ONE SIDED
 POSITIVE ATTRIBUTES
TWO SIDED
 COMPETITORS NEGATIVE COUNTER CLAIMS
 MORE CREDIBLE
 POSTIVE AS WELL AS NEGATIVE ATTRIBUTES
TYPE OF AUDIENCE
A. CRITICAL AUDIENCE
B. EDUCATED
C. TWO SIDED

37. MESSAGE STRATEGY
 CREDIBILITY CAN BE ENHANCED
 DISCLAIMING SUPERIORITY
 NOT CLAIMING PRODUCT IS UNIVERSAL CARE

38. MESSAGE STRATEGY
COMPARITIVE ADVERTISING
 EXPLICIT COMPARISON
 IMPLICIT IDENTIFIED
 ON OVERALL BASIS
 SELECTED ATTRIBUTES
 USEFUL FOR PRODUCT POSITIONING
 BRAND POSITIONING

39. MESSAGE STRATEGY
COMPARITIVE ADVERTISING
 EXERTS MORE POSITIVE EFFECT
 BRAND ATTITUDE
 PURCHASE INTENTION
 PURCHASE

40. MESSAGE STRATEGY
ORDER EFFECT
 FIRST AD MESSAGE RECALLED BEST
 MIDDLE ADS RECALLED LAST
 ORDER OF PRODUCT BENEFITS
INTEREST OF AUDIENCES
 MOST IMPORTANT ATTRIBUTE FIRST= LOW INTEREST
 PRODUCT BENEFITS IN ASCENDING ORDER
 FAVOURABLE FIRST
 UNFAVOURABLE LAST

41. REPETITION
 FREQUENCY OF ADVERTISEMENTS
 AFFECTS OF PERSUASION
 AD RECALL
 BRAND NAME RECALL
 BRAND PREFERENCE

42. FEEDBACK
AUDIENCE PARTICIPATION
 TWO WAY COMMUNICATION
 REINFORCES THE MESSAGE
 ACCOMPLISHED IN ON-LINE COMMUNICATION