Schiffman CB10 PPT 09

CHAPTER NINE
Communication and Consumer Behavior
Learning Objectives
1. To Understand the Role of the Messages Source in the Communication Process. 2. To Understand the Role of the Messages 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.
Chapter Nine Slide 2
Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across?
Chapter Nine Slide
Nonverbal Used for Positioning
Chapter Nine Slide
Basic Communication Model Figure 9.2
The Source as the Initiator

Formal Communication Source
Marketer or organization A parent, friend or other consumer

Informal Source
The Source Impersonal and Interpersonal Communications Source Credibility Reference Groups
Normative Comparative Membership Symbolic
The Source Informal Sources and Word of Mouth

Informal Sources
Opinion leaders
Word of Mouth and eWOM

Two-way communication Social networks Brand communities Message boards and Blogs
The Source Word of Mouth Strategic Applications

Buzz Agents Viral Marketing Tackling negative rumors
Tackling negative rumors
10
Discussion Questions
How have informal sources affected your decision as a consumer? Which informal sources are the most powerful? Why? When?
The Source Credibility of Formal Sources

Institutional advertising Publicity Endorsers
Who do you consider credible spokespeople? Why? Can you think of certain ads with credible spokespeople? Ads with spokespeople who are NOT credible?
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.
Credibility of Formal Sources Endorser Effectiveness

Effectiveness is related to the message and its ease of comprehension Synergy between the endorser and the product types is important. Endorsers demographic characteristics should be similar to the target Endorser credibility is not a substitute for corporate credibility Endorsers words must be realistic for them
Credibility of Formal Sources Other Credibility Sources
Vendor Credibility
The reputation of the retailers
Medium Credibility
The credibility of the magazine, website, or radio station
Effects of time
The sleeper effect phenomenon when the consumer does not remember the source
The Receivers as the Target Audience

Personal characteristics and motives Involvement and congruency Mood Barriers to communication
Selective exposure to messages Psychological noise
Overcoming Psychological Noise

Repeating exposure to advertising messages
Contrast to break through clutter
Customized promotion messages
Effective positioning
Offering unique value propositions
Media (Channel)
Mass Media Nontraditional (New) Media is:
Addressable Customized and addressed to different receivers Interactive Receivers can interact with the sender Response measurable Receiver's response can be measured
The Shift From Traditional To Nontraditional Advertising - Figure 9.5
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 (iTV)
Media (Channel)
Congruence with message
Addressable advertising Branded entertainment
Designing Persuasive Communications

Message Structure and Presentation
Resonance Message framing One-Sided versus TwoSided Messages Order Effects
Wordplay Used to create a double meaning when used with a relevant picture
Which Advertising Technique Is Used in Each Ad, and How So?
Resonance

Resonance Message framing One-Sided versus TwoSided Messages Order Effects Positive framing Negative framing

Resonance Message framing One-Sided versus TwoSided Messages Order Effects Depends on nature of the audience and nature of competition

Resonance Message framing One-Sided versus TwoSided Messages Order Effects Primacy Recency Order of benefits Brand name
interest is low, benefits or brand name should come first, not last
Advertising Appeals
Comparative Fear Humor Abrasive Sex Audience participation Timely Celebrities
Clintons advice: Embrace peoples anger, including their disappointment at you, he told Politico.com. And just ask em to not let the anger cloud their judgment. Let it concentrate their judgment. And then make your case.
Source: http://www.csmonitor.com/USA/Politics/TheVote/2010/0923/Bill-Clinton-tells-Obama-Embrace-people-s-angerthen-make-your-case
Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used?
Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases
Which Two Advertising Appeals Are Shown in This Ad?
Humor and Fear Appeal
Types of Celebrity Appeals Table 9.6

Types
Testimonial
Definition
Based on person usage, a celebrity attests to the quality of the product or service 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 Celebrity presents a product or service as part of a character endorsement Celebrity represents the brand or company over an extended period of time.
Endorsement
Actor
Spokesperson
You are a marketer for your college/university.
How could you use comparative advertising? Do you think it would be effective?
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?

Feedback Determining Effectiveness

Exposure
People meters
Message Attention, Interpretation, and Recall

Physiological measures Attitudinal measures Recall and recognition measures
39

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CHAPTER NINE

Communication and Consumer Behavior

Chapter Nine Slide

Nonverbal Used for Positioning

Chapter Nine Slide

Basic Communication Model Figure 9.2

Chapter Nine Slide 5

The Source as the Initiator

Marketer or organization A parent, friend or other consumer

Chapter Nine Slide 7

The Source Informal Sources and Word of Mouth

Word of Mouth and eWOM

The Source Word of Mouth Strategic Applications

Chapter Nine Slide 9

Tackling negative rumors

Chapter Nine Slide 11

The Source Credibility of Formal Sources

Chapter Nine Slide 12

Chapter Nine Slide 13

Why Are Consumers Likely to Perceive This Ad as Credible?

Chapter Nine Slide 14

Chapter Nine Slide 15

Credibility of Formal Sources Endorser Effectiveness

Credibility of Formal Sources Other Credibility Sources

Chapter Nine Slide 17

The Receivers as the Target Audience

Chapter Nine Slide 18

Overcoming Psychological Noise

Contrast to break through clutter

Customized promotion messages

Offering unique value propositions

Chapter Nine Slide 19

Chapter Nine Slide 20

The Shift From Traditional To Nontraditional Advertising - Figure 9.5

Chapter Nine Slide 21

Online and Mobile

Chapter Nine Slide 23

Designing Persuasive Communications

Chapter Nine Slide 24

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

Chapter Nine Slide 25

Chapter Nine Slide 26

Designing Persuasive Communications

Chapter Nine Slide 27

Designing Persuasive Communications

Chapter Nine Slide 28

Designing Persuasive Communications

Chapter Nine Slide 30

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

Chapter Nine Slide 31

Chapter Nine Slide 32

Which Two Advertising Appeals Are Shown in This Ad?

Chapter Nine Slide 33

Humor and Fear Appeal

Chapter Nine Slide 34

Types of Celebrity Appeals Table 9.6

Chapter Nine Slide 36

Feedback Determining Effectiveness