CHAPTER NINE Communication and Consumer Behavior Learning Objectives

CHAPTER NINE Communication and Consumer Behavior

Learning Objectives 1. To Understand the Role of the Message’s Source in the Communication Process. 2. To Understand the Role of the Message’s Audience (Receivers) in the Communication Process. 3. To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups. 4. To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages. 5. To Understand How Marketers Measure the Effectiveness of Their Promotional Messages. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 2

Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does

Nonverbal Used for Positioning Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter

Basic Communication Model Figure 9. 2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice

The Source as the Initiator Formal Communication Source • Marketer or organization Informal Source • A parent, friend or other consumer Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 6

The Source Impersonal and Interpersonal Communications • Source Credibility • Reference Groups – Normative – Comparative – Membership – Symbolic Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 7

The Source Informal Sources and Word of Mouth • Informal Sources – Opinion leaders • Word of Mouth and e. WOM – Two-way communication – Social networks – Brand communities – Message boards and Blogs Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 8

The Source Word of Mouth – Strategic Applications • Buzz Agents • Viral Marketing

Discussion Questions • How have informal sources affected your decision as a consumer? • Which informal sources are the most powerful? Why? When? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 10

The Source Credibility of Formal Sources • Institutional advertising • Publicity • Endorsers Copyright

Discussion Questions • Who do you consider credible spokespeople? • Why? • Can you think of certain ads with credible spokespeople? • Ads with spokespeople who are NOT credible? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 12

Why Are Consumers Likely to Perceive This Ad as Credible? Copyright 2010 Pearson Education,

A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a Hedonistic Product. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 14

Credibility of Formal Sources Endorser Effectiveness is related to the message and its ease of comprehension Synergy between the endorser and the product types is important. Endorser’s demographic characteristics should be similar to the target Endorser credibility is not a substitute for corporate credibility Endorser’s words must be realistic for them Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 15

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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Effects of time • The sleeper effect phenomenon when the consumer does not remember the source Chapter Nine Slide 16

The Receivers as the Target Audience • • Personal characteristics and motives Involvement and congruency Mood Barriers to communication – Selective exposure to messages – Psychological noise Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 17

Overcoming Psychological Noise Repeating exposure to advertising messages Contrast to break through clutter Effective positioning Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Customized promotion messages Offering unique value propositions Chapter Nine Slide 18

Media (Channel) • Mass Media • Nontraditional (New) Media is: Addressable • Customized and addressed to different receivers Interactive • Receivers can interact with the sender Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Response measurable • Receiver's response can be measured Chapter Nine Slide 19

The Shift From Traditional To Nontraditional Advertising - Figure 9. 5 Copyright 2010 Pearson

Nontraditional Media • Out-of-home and On-the-go – Advertising screens in buildings and transit – Digital billboards on roads – Ambient advertising (in new places) • Online and Mobile – Includes consumer-generated media – Narrowcast messages • Interactive TV (i. TV) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 21

Media (Channel) • Congruence with message – Addressable advertising – Branded entertainment Copyright 2010

Designing Persuasive Communications Message Structure and • Wordplay Presentation • Resonance • Message framing • One-Sided versus Two. Sided Messages • Order Effects • Used to create a double meaning when used with a relevant picture Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 23

Which Advertising Technique Is Used in Each Ad, and How So? Copyright 2010 Pearson

Resonance Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 25

Designing Persuasive Communications Message Structure and Presentation • Resonance • Message framing • One-Sided versus Two. Sided Messages • Order Effects • Positive framing • Negative framing Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 26

Designing Persuasive Communications Message Structure and Presentation • Resonance • Message framing • One-Sided versus Two. Sided Messages • Order Effects Depends on nature of the audience and nature of competition Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 27

Designing Persuasive Communications Message Structure and Presentation • Resonance • Message framing • One-Sided versus Two. Sided Messages • Order Effects • • Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Primacy Recency Order of benefits Brand name Chapter Nine Slide 28

Advertising Appeals • • Comparative Fear Humor Abrasive Sex Audience participation Timely Celebrities Copyright

Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used? Copyright

Which Two Advertising Appeals Are Shown in This Ad? Copyright 2010 Pearson Education, Inc.

Humor and Fear Appeal Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter

Types of Celebrity Appeals Table 9. 6 Types Definition Testimonial Based on person usage, a celebrity attests to the quality of the product or service Endorsement Celebrity lends his or her name and appears on behalf of a product or service with which he or she may or may not be an expert Actor Celebrity presents a product or service as part of a character endorsement Spokesperson Celebrity represents the brand or company over an extended period of time. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 34

Discussion Questions • You are a marketer for your college/university. – How could you use comparative advertising? – Do you think it would be effective? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 35

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? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 36

Feedback Determining Effectiveness • Exposure – People meters • Message Attention, Interpretation, and Recall – Physiological measures – Attitudinal measures – Recall and recognition measures Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide 37

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