Transcript Chapter 3 Market Segmentation

Chapter 9:
Communication and Consumer Behavior
• What is Communication?
• Forms (Verbal / non-verbal)…
(Dis)advantages
• What are the objectives? Functions?
• Basic Communication Model
9-1
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9-2
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9-3
The Communications Process
• The Message Initiator (the Source)
• Must have credibility----affects the decoding of the
message
• The Target Audience (the Receivers)
• The Medium
• The Message
• Feedback - the Receiver’s Response
• Encoding ease
• Decoding ease
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9-4
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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•
Called buzz agents
•
These sources also called
opinion leaders
•
Includes word of mouth
–
•
What factors motivate WOM?
Informal sources may not
always be credible
9-5
Discussion Question
• How have informal sources affected
your decision as a consumer?
• Which informal sources are the most
powerful? Why? When?
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9-6
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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•
Formal (No for-profit and forprofit)…Why?
•
•
Publicity, newspaper articles
Neutral sources have the greatest
credibility
•
People know the intentions of
commercials-----Source credibility
judged on past performance,
reputation, service, quality,
spokesperson image, retailers, social
responsibility---- cause related
marketing ------easier time selling
•
Institutional advertising used to
promote favorable company image
9-7
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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•
•
Endorser has major influence
Effectiveness related to:
– The message
– Synergy between endorser
and type of product
– Demographic characteristics
of endorser
– Corporate credibility
– Endorsement wording
• Sales rep also plays role
– Why?
9-8
This ad has
strong
synergy
between the
endorser
and the type
of product.
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9-9
Discussion Question
• Who do you consider credible
spokespeople?
• Why?
• Can you think of certain ads with
credible spokespeople?
• Ads with spokespeople who are NOT
credible?
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9 - 10
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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• Retailers have
message credibility
•
Why?
• Consumer’s
previous experience
with product
9 - 11
The Target Audience (receivers)
• Factors influence the decoding of the message?
• Personal characteristics and comprehension
• Involvement and congruency
• Mood
• Barriers to communication
– Psychological noise
» Mind is not present
» Neighbors are noisy
– How solve it
»
»
»
»
Repetition
Quizzes
Contrast
?
– Selective exposure to messages
– Other barriers?
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Feedback
The Receiver’s Response
• Final test of marcom is the receiver’s
response----- determine effectiveness
• Feedback should be gathered:
– Promptly (personal selling effective)
– Accurately
– Interpersonal communication can be seen
directly. How about mass communication?
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9 - 13
Advertising Effectiveness
Research
• Media and message exposure measures
– How many consumers received the message
– Which consumers received the message
• Message Attention and Interpretation
–
–
–
–
Physiological measures
Theater tests
Readership surveys
Attitudinal measures
• Message Recall Measures
– Day after recall
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9 - 14
Nielson Ratings at Zap2it.com
weblink
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9 - 15
Comprehensive Communication
Model
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9 - 16
Persuasive Communications
• Communications strategy
– Must include objectives
– Includes cognitive models
– Newer models include perception, experience, and memory
• Target Audience
– Segmentation is key
• Media Strategy
– Consumer profile
– Audience profiles
• Message strategy
– Involvement theory
• Central and peripheral routes
• Message Structure and presentation
• Resonance, message framing, one-sided vs. two-sided messages etc.
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9 - 17
The Three Phases and Flow
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9 - 18
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Wordplay
• Used to create a
double meaning
when used with a
relevant picture
9 - 19
Wordplay on
SUV
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Positive framing
• Negative framing
• One-sided vs. twosided
9 - 21
This ad uses
negative
framing.
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Marketer claims
product superiority
over another brand
• Useful for
positioning
9 - 23
A
comparative
ad
Discussion Question
You are a marketer for your college/university.
• How could you use comparative
advertising?
• Do you think it would be effective?
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9 - 25
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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•
•
•
•
Primacy
Recency
Order of benefits
Brand name
9 - 26
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Important for
learning
9 - 27
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
• Impacts each?
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9 - 28
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9 - 29