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Communication
Assoc. Prof Sharmila Sethu
Figure 1 Basic Communication Model
Sender
(Source)
Message
Channel
(Medium
)
Feedback
Receiver
(Consumer)
Elements of 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
Figure 9.2 Ad
Depicting NonVerbal
Communication
Issues in Credibility
•
•
•
•
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
Celebrity and expert endorsement
(both are types of testimonials)
• An appeal to an improper
authority, such as a famous
person.
• This fallacy attempts to
capitalize upon feelings of
respect or familiarity with a
famous individual.
• For expert endorsement, this
refers to the consumer
relying on scientists, doctors,
etc. to give them advice
• Ex: 9 out of 10 dentists
choose…
6
Endorser Credibility
• Endorser credibility is important when
message comprehension is low
• Match must exist between product attributes
and endorser attributes
• Credibility is higher when endorser’s
demographic characteristics are similar to
those of target audience
• Endorser credibility is not a substitute for
corporate credibility
Sleeper Effect
The idea that both
positive and negative
credibility effects tend
to disappear after a
period of time.
Comprehensive Communication Model
Commercial
Non-Profit
Individual
Formal vs.
Informal
Verbal vs. Nonverbal
1-sided vs. 2-sided
Factual vs. Emotional
Messag
e
Sender
(Source)
Symbols
Pictures
Words
Images
Selective
Exposure
Channel
(Medium
)
Individuals
Target Audience
Intermediary Audience
Unintended Audiences Mediated by:
Involvement
Mood
Receiver
Experience
(Consumer)
Personal Charac.
Paid vs. Unpaid
Print, Broadcast, Electronic
Personal vs. Impersonal
Pretests to Ensure Message Will be Received
Posttests to Ensure Message Was Received
Feedback
Decodes
Responds
Appropriately
?
No
Miscomprehend
s?
No
Yes
Yes
Communications Strategy
Memory
Perceptions
Experience
Figure 9.4 Perception/ Experience/ Memory
Model of Advertising
Pre-experience Exposure
Framing
Perception
Expectation
Anticipation
Interpretation
Post-experience Exposure
Enhancing
Experience
Sensory
Enhancement
Social
Enhancement
Organizing
Memory
Cueing
Branding
Interpretation
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (Newspaper)
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•
•
•
•
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
Excerpts from Table 9.2 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
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (Television)
• Large audiences possible
• Appeals to many senses
• Emotion and attention
possible
• Demonstration possible
• Very high costs overall
• 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
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (Radio)
• High geographic and
demographic selectivity
• Short lead time
• Relatively inexpensive
• Good local coverage
•
•
•
•
•
Short exposure time
Audio only
High clutter
Zapping possible
Delayed feedback
through day-after
recall tests
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (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
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (Direct Mail)
• High audience selectivity • Perception of junk
mail
• Personalization possible
• Novel, interesting stimuli • Feedback possible
through response
possible
• High cost per contact
• Low clutter
Excerpts from Table 9.2 Persuasive Capabilities
and Limitations of Major Media (Direct
Marketing)
• Development of
• Privacy concerns
databases
• Measurable responses
• High audience selectivity • Cost per inquiry, cost
• Relatively free of clutter
per sale, revenue per
ad can be calculated
Challenges Facing Advertising
• The advertising industry faces a number of challenges in today’s
marketing environment:
• Erosion of brand loyalty due to emphasis
on price.
• Effect of technology putting more power
in the hands of the consumer.
• Greater emphasis on point of purchase
factors when making purchase decisions.
• Competition from non-traditional sources
using special effects and technology.
• Cluttered advertising environment makes
it difficult to get noticed.
• Cynical consumers are turned off by
advertising and are tuning out.
©Copyright 2003 Pearson Education
Canada Inc.
17-19
Table 9.3 Buyer Personalities and
Advertising Strategies
Righteous
Social
Pragmatic
How might advertising be designed
for these three distinct buyer types?
Figure 9.6
Resonance in
Advertising
strategy in which
an advertisement
is designed to
connect a product
with a consumer's
experiences to
develop stronger
ties between the
product and the
consumer.
Figure 9.7 TwoSided Appeal
These are ads with
both negative and
positive arguments.
For instance, X is an
ice cream brand,
"'Our ice cream is
really tasty but it is
a bit high
in calories"
Figure 9.9 Comparative
Advertising - in which a
particular product, or
service, specifically
mentions a competitor by
name for the express
purpose of showing why
the competitor is inferior
to the product naming it.
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
Emotional Appeals
• The term refers to manipulating someone by
targeting their emotions and feelings.
• For example, the ad can make viewers feel
happy, sad, angry, fearful, etc.
• However, in the end, the advertiser wants to
get across the point that BUYING SOMETHING
WILL MAKE THE VIEWER FEEL BETTER.
• Emotional appeals also refer to the term,
PATHOS
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Appeal to Fear
• This technique is very
popular among
political parties in the
U.S. The idea is to
present a dreaded
circumstance and
usually followed it up
with the kind of
behavior needed to
avoid that horrible
event.
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Figure 9.10
Humor to
Baby Boomers
Snob appeal
• Arouses the desire to
achieve status or wealth
to feel superior
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Figure 9.11 Sexual Appeal
What emotional appeal is being used here?
• Testimonial
30
What emotional appeal is being used
here?
• Appeal to Fear
31
Which type of emotional appeal is
being used here?
• Snob appeal
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Table 9.4 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.
•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 feelingoriented products than for high-involvement products.