Download Chapter

CHAPTER
NINE
Communication and
Consumer Behavior
Overview
1.
2.
3.
4.
5.
6.
7.
Basic communication model
The source (Sender)
The receiver (target audience)
Media (channels for transmitting messages)
Designing persuasive communications
Advertising appeals
Feedback (determining effectiveness of
communications)
Chapter Nine Slide 2
Which Type of Communication Is Featured in This Ad, and What
Strategic Concept Does It Get Across?
Nonverbal
What does this sign mean:
In Egypt: Be patient
In Italy: What exactly do you want? (a question)
In Greece: That’s just perfect.
Advertising messages should be consistent
with the culture.
Chapter Nine Slide
3
1- Basic Communication Model
The source sends a message through a channel to a
receiver, most likely the consumer. The model also shows
that there is feedback from the receiver which tells the sender
whether the message was received.
Chapter Nine Slide 4
2- The Source (Sender )
Formal
Source
• Marketer or organization
Informal
Source
• A parent, friend or other
consumer
Informal sources have become of interest to marketers as
consumers look for product ratings from other consumers when
taking in marketing information.
Chapter Nine Slide 5
The source
Informal communication sources
(Opinion leaders and Word of Mouth)
• Informal communications are a two-way process
• Informal Sources such as friends, neighbors and relatives have a lot of
influence on consumers because they appear to have nothing to gain from
their recommendations.
– Opinion leaders tend to be specialized in the areas in which they offer
information and advice.
– Word-of-Mouth
– e- WOM (electronic word-of-mouth)
– Social networks (such as Facebook and Twitter where people share
information on products and consumption experiences and advices)
– Brand communities (online forums that focus on a particular product
or a brand)
– Message boards (chat rooms)
– Blogs
Chapter Nine Slide 6
The Source
(Word of Mouth – Strategic Applications)
• Buzz Agents: Consumers who agreed to promote
the products of an organization. They are often
encouraged by receiving free samples.
• Viral Marketing: e.g. forwarding email messages
to others. Problem: Consumers get so many
messages, it is often hard for them to decide
which ones are worth forwarding to their friends.
• Tackling negative rumors: Negative comments, or
more dangerously, false rumors are very difficult
for marketers to squelch online. Some experts
think it is best to ignore the rumors, while other
companies tackle them head on with statements
and videos from company executives.
Chapter Nine Slide 7
The Source
(Credibility of Formal Sources)
•
•
•
Institutional advertising: To build
their companies’ credibility and
image, marketers will use
institutional advertising (to
promote the company not its
products).
Publicity: In addition, they will
focus on publicity and how they
may be perceived by their many
markets (publicity is more credible
than advertising)
Endorsers: use a celebrity
endorser (to help their message be
more credible). The figure shows
how much consumers give
credibility to some actors and
musicians.
Chapter Nine Slide 8
Why Are Consumers Likely to Perceive
This Ad as Credible?
A glamorous Celebrity
Endorser is More
Likely to be Perceived
as a Credible
Source, Especially for
a Hedonistic Product
(e.g. very expensive watch).
Chapter Nine Slide
9
Types of Celebrity Appeals
Types
Definition
Testimonial
Based on real personal usage, a celebrity attests to the
quality of the product or service, especially if it is related to
his/her career (e.g. and athlete recommends a specific brand
of sport shoes).
Endorsement
Celebrity appears to advocate (support) and encourage
consumers to buy a product or service with which may not be
an expert.
Actor
Celebrity acts in a situation the product or service is
presented.
Spokesperson
Celebrity represents the brand or company over an extended
(long) period of time.
Chapter Nine Slide 10
The source
(Credibility of Formal Sources Endorser Effectiveness)
Effectiveness is related to the message and its ease of
comprehension (understanding)
Synergy between the endorser and the product types
is important (e.g. cosmetics is endorsed by an
attractive celebrity)
Endorser’s demographic characteristics (e.g. age and
social class) should be similar to the target audience
Endorser credibility is not a substitute for corporate
credibility
Endorser’s words must be realistic
Chapter Nine Slide 11
Credibility of Formal Sources
Other Credibility Sources
Vendor
Credibility
Medium
Credibility
• The reputation
of the retailers
• The credibility
of the
magazine,
website, or
radio station
Effects of time
on source
credibility
• The sleeper effect
phenomenon when
the consumer does
not remember the
source credibility
because of time
Chapter Nine Slide 12
3- The Receivers (Target Audience)
• The receiver must comprehend and decode the message.
This differs based on:
• Personal characteristics (e.g. personality, demographics,
social class, lifestyle) and motives.
• Involvement (how much attention it paid to the message
and how carefully it is decoded)
• Mood (e.g. cheerfulness or unhappiness)
• Barriers to communication
– Selective exposure to messages: Because of the clutter, we are
very selective in what we allow ourselves to be exposed to
– Psychological noise: happens in the form of consumer’s competing
of the advertising messages during a commercial break , hindering
consumer’s mind ability to interpret messages correctly.
Chapter Nine Slide 13
Overcoming Psychological Noise
Repeating
exposure to
advertising
messages
Contrast to
break through
clutter
Effective
positioning
Customized
promotion
messages
Unique
Offering and
benefits
Chapter Nine Slide 14
4- Media (Channels for transmitting messages)
• Mass Media: transmit the same message to all members of the
audience (e.g. newspaper, T.V., radio, and outdoor media)
• Nontraditional (New) Media (digital technologies such as cell
phones and computers) which are often more focused,
individualized, and targeted to the audience.
• Characteristics of new media:
Addressable
• Customized and
addressed to
particular
receivers
Interactive
• Receivers can
interact with
the sender
Response
measurable
• Receiver's
response can
be measured
Chapter Nine Slide 15
Nontraditional Media
• Out-of-home and On-the-go
– Advertising screens in buildings and transit vehicles (e.g.
taxis, trains and busses)
– Digital billboards on roads
– Ambient (surrounding) advertising (experiential
advertising). Example: Kraft’s warm bus in winter to make
consumers feel warm when eating their food.
• Online and Mobile: Narrowcast messages (versus
broadcast)
• Interactive TV (iTV): Combines TV programming and the
interactivity of the Web. (http://www.youtube.com/watch?v=5WXL5EiYKBA)
Chapter Nine Slide 16
5- Designing Persuasive Communications
Message Structure
and Presentation
• Advertising Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
Copyright 2010 Pearson Education, Inc.
• Wordplay
• Used to create a double
meaning
• when used with a
relevant picture, it is
more likely that the ad
will be noticed and
remembered.
Chapter Nine Slide 17
Which Advertising Technique Is Used
in the Ad, and How So?
Resonance
Chapter Nine Slide 18
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
• Positive framing:
advertisers will often
stress the benefits to be
gained by using a
product
• Negative framing: the
consumer is shown
what they will lose by
NOT using the product
Chapter Nine Slide 19
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus
Two-Sided Messages
• Order Effects
• marketers only present one side
of the product, its all benefits,
as well as neglecting the
competing products benefits
• In a two-sided message, a
marketer might mention the
competitor or the risks a
consumer might take with his
product (more credible).
• Choosing of them Depends on
nature of the audience (e.g.
education level) and nature of
competition (e.g. advertising
campaign).
Chapter Nine Slide 20
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
•
•
•
•
•
Primacy effect (the first ad in a
commercial break)
Recency effect (the last ad in a
commercial break)
Research has shown that for television,
the ads shown first are recalled the best.
Magazine advertisers know the covers are
the best since they are often the only
parts of the magazine seen many times by
the readers.
Order of benefits: If consumers’ interest is
low, benefits should come first to attract
attention.
Brand name: it should come first to
enhance brand recall and message
persuasiveness
Chapter Nine Slide 21
6- Advertising Appeals
•
•
•
•
•
•
•
•
Comparative advertising
Fear
Humor
Abrasive (unpleasant or annoying): ad for
pharmaceutical companies.
Sex
Audience participation
Timely (tied into political issues or seasonal
activities)
Celebrities
Chapter Nine Slide 22
Which Two Advertising Appeals Are
Shown in This Ad?
Humor and Fear
Appeal
Copyright 2010 Pearson Education, Inc.
Chapter Nine Slide 23
7- Feedback (Determining Effectiveness)
Exposure
effects
• How many consumers
received the message?
Persuasion • Was the message received
and interpreted correctly?
effects
Sales
effects
• Did the ads increase sales?
Chapter Nine Slide 24