Chapter 8 Communication and Consumer Behaviour Canadian Edition
Chapter 8 Communication and Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Copyright © 2006 Pearson Education Canada Inc.
Opening Vignette q What is Mad Cow Disease? - communication is the key to changing attitudes - Communication can be written, verbal, visual or a combination of all three Copyright © 2006 Pearson Education Canada Inc. 2
What is Communication? n The transmission of a message from a sender to a receiver via a medium of transmission. Copyright © 2006 Pearson Education Canada Inc. 3
Elements of the Communications Process n The Message Initiator (the Source) n The Sender n The Receiver n The Medium n The Message n The Target Audience (the Receivers) n Feedback - the Receiver’s Response Copyright © 2006 Pearson Education Canada Inc. 4
n Medium can be: – Impersonal (mass media) – Interpersonal (with salesperson or a friend) – Interactive (direct feedback possibility exists) Copyright © 2006 Pearson Education Canada Inc. 5
Copyright © 2006 Pearson Education Canada Inc. 6
Factors That Affect The Communication Process n Characteristics of the source n Message characteristics n Characteristics of the receiver n Characteristics of the medium Copyright © 2006 Pearson Education Canada Inc. 7
Issues in Credibility of Informal Sources – Opinion leaders n Credibility of Impersonal, Neutral Sources n Credibility of Marketer-Related Sources n Credibility of Spokespersons and Endorsers n Sleeper Effect Copyright © 2006 Pearson Education Canada Inc. 8
Endorser Credibility Is High When n Match exists between product attributes and endorser attributes n Match exists between demographic characteristics of target audience and endorser n The product lies within the competence of the endorser Copyright © 2006 Pearson Education Canada Inc. 9
Endorser credibility – Cont’d n Endorser credibility is not a substitute for corporate credibility n Is important when message comprehension is low Copyright © 2006 Pearson Education Canada Inc. 10
Sleeper Effect n The idea that both positive and negative credibility effects tend to disappear after a period of time. n Differential decay: memory of negative cues disappear faster than the message itself n Source is forgotten before the message Copyright © 2006 Pearson Education Canada Inc. 11
Message Characteristics n Message Credibility – Reputation of the retailer – Consumer’s previous experience with product – Reputation of the medium Copyright © 2006 Pearson Education Canada Inc. 12
Message Characteristics- cont’d n Message Structure and Presentation – Resonance or wordplay – Message Framing: positive or negative – One-sided versus Two-sided Messages – Comparative Advertising – Order Effects – Repetition Copyright © 2006 Pearson Education Canada Inc. 13
Message Characteristics- cont’d n Advertising Appeal – Factual or Emotional Used n Types of Emotional – Fear – Humor – Abrasive advertising – Sex in advertising Appeals Copyright © 2006 Pearson Education Canada Inc. 14
Copyright © 2006 Pearson Education Canada Inc. 15
Characteristics of the Target Market n Demographic Characteristics n Involvement and Congruency – central route to persuasion for high involvement products – peripheral route to persuasion for low involvement products n Mood Copyright © 2006 Pearson Education Canada Inc. 16
Characteristics of the Medium Newspaper n n n Access to large audiences Effective for local reach Flexible Fast Feedback possible through coupon redemption, etc. Not selective n Short message life n Clutter n Cost varies based on ad size and vehicle circulation n Copyright © 2006 Pearson Education Canada Inc. 17
Characteristics of the Medium Magazines n n n Highly selective Selective binding possible High quality production High credibility Long message life High pass along rate Long lead time n High clutter n Delayed and indirect feedback n Rates vary based on circulation and selectivity n Copyright © 2006 Pearson Education Canada Inc. 18
n n n Characteristics of the Medium Television Large audiences possible Appeals to many senses Emotion and attention possible Demonstration possible Very high costs overall Low costs per contact n n n Long lead time High clutter Short message life Viewers can avoid exposure with zapping, etc. Day-after recall tests for feedback Copyright © 2006 Pearson Education Canada Inc. 19
Characteristics of the Medium Radio n High geographic and demographic selectivity n Short lead time n Relatively inexpensive n Good local coverage n n n Short exposure time Audio only High clutter Zapping possible Delayed feedback through day-after recall tests Copyright © 2006 Pearson Education Canada Inc. 20
Characteristics of the Medium Internet Potential for audience selectivity n Customized tracking possible and other feedback tools possible n Useful for branding and reinforcement of messages n n n Copyright © 2006 Pearson Education Canada Inc. Demographic skew to audience Very high clutter Zapping possible Great variation in pricing Privacy concerns 21
Characteristics of the Medium – Direct Mail High audience selectivity n Personalization possible n Novel, interesting stimuli possible n Low clutter n Perception of junk mail n Feedback possible through response n High cost per contact n Copyright © 2006 Pearson Education Canada Inc. 22
Characteristics of the Medium – Direct Marketing Development of databases n High audience selectivity n Relatively free of clutter n Privacy concerns n Measurable responses n Cost per inquiry, cost per sale, revenue per ad can be calculated n Copyright © 2006 Pearson Education Canada Inc. 23
Copyright © 2006 Pearson Education Canada Inc. 24
Barriers to Communication n Selective Perception – Wandering, Zapping, Zipping, and Channel Surfing – Combat with Roadblocking n Psychological Noise – Combat with repeated exposures, contrast in the copy, and teasers Copyright © 2006 Pearson Education Canada Inc. 25
Communication and Marketing Strategy Establish communication objectives n Select target audience n Choose the best media n Develop suitable message strategies n – Match message with audience characteristics – Develop suitable message structure, presentation – Develop suitable message appeals Reduce barriers to effective communication n Measure effectiveness of marketing communications n Copyright © 2006 Pearson Education Canada Inc. 26
- Slides: 26