Transcript Cha. 9

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.
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Chapter Nine Slide 2
Which Type of Communication Is Featured in This Ad,
and What Strategic Concept Does It Get Across?
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Chapter Nine Slide
3
Nonverbal Used for Positioning
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Chapter Nine Slide
4
Basic Communication Model
Figure 9.2
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Chapter Nine Slide 5
The Source as the Initiator
Formal
Communication
Source
•Marketer or
organization
Informal Source
•A parent, friend or
other consumer
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Chapter Nine Slide 6
The Source Impersonal and Interpersonal Communications
• Source Credibility
• Reference Groups
– Normative
– Comparative
– Membership
– Symbolic
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Chapter Nine Slide 7
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
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Chapter Nine Slide 8
The Source
Word of Mouth – Strategic Applications
• Buzz Agents
• Viral Marketing
• Tackling negative rumors
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Chapter Nine Slide 9
Discussion Questions
• How have informal
sources affected your
decision as a consumer?
• Which informal sources
are the most powerful?
Why? When?
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Chapter Nine Slide 10
The Source
Credibility of Formal Sources
• Institutional
advertising
• Publicity
• Endorsers
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Chapter Nine Slide 11
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?
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Chapter Nine Slide 12
Why Are Consumers Likely to Perceive
This Ad as Credible?
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Chapter Nine Slide 13
A Glamorous Celebrity Endorser is More Likely to be
Perceived as a Credible Source, Especially for a
Hedonistic Product.
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Chapter Nine Slide 14
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.
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
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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
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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
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Chapter Nine Slide 17
Overcoming Psychological Noise
Repeating
exposure to
advertising
messages
Contrast to break
through clutter
Effective
positioning
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Customized
promotion
messages
Offering unique
value
propositions
Chapter Nine Slide 18
Media (Channel)
• Mass Media
• Nontraditional (New) Media is:
Addressable
Interactive
Response
measurable
• Customized
and
addressed to
different
receivers
• Receivers can
interact with
the sender
• Receiver's
response can
be measured
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Chapter Nine Slide 19
The Shift From Traditional
To Nontraditional Advertising - Figure 9.5
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Chapter Nine Slide 20
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)
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Chapter Nine Slide 21
Media (Channel)
• Congruence with message
– Addressable advertising
– Branded entertainment
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Chapter Nine Slide 22
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
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Chapter Nine Slide 23
Which Advertising Technique Is Used
in Each Ad, and How So?
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Chapter Nine Slide 24
Resonance
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Chapter Nine Slide 25
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
• Positive framing
• Negative framing
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Chapter Nine Slide 26
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
Depends on nature of the
audience and nature of
competition
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Chapter Nine Slide 27
Designing Persuasive Communications
Message Structure
and Presentation
• Resonance
• Message framing
• One-Sided versus TwoSided Messages
• Order Effects
•
•
•
•
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Primacy
Recency
Order of benefits
Brand name
Chapter Nine Slide 28
Advertising Appeals
•
•
•
•
•
•
•
•
Comparative
Fear
Humor
Abrasive
Sex
Audience participation
Timely
Celebrities
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Chapter Nine Slide 29
Which Advertising Appeal Is Shown in
Each Ad, and Why Is It Used?
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Chapter Nine Slide 30
Comparative - It Has Positive Effects On Brand
Attitudes, Purchase Intentions, and Purchases
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Chapter Nine Slide 31
Which Two Advertising Appeals Are
Shown in This Ad?
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Chapter Nine Slide 32
Humor and Fear Appeal
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Chapter Nine Slide 33
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.
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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?
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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?
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Chapter Nine Slide 36
Feedback
Determining Effectiveness
• Exposure
– People meters
• Message Attention, Interpretation, and Recall
– Physiological measures
– Attitudinal measures
– Recall and recognition measures
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Chapter Nine Slide 37
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as
Prentice Hall
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Chapter Nine Slide 38