Академический Документы
Профессиональный Документы
Культура Документы
COMPONENTS OF COMMUNICATION:
Communication is the transmission of a message from a sender to a receiver via a
medium (or channel) of transmission.
THE SENDER:
The sender, as the initiator of the communication, can be a formal or an informal source.
A formal communication source is likely to represent either a for-profit (commercial) or a
not-for-profit organization; an informal source can be a parent of friend who gives product
information or advice. The sender is perceived as having nothing to gain from the receiver’s
subsequent actions. For that reason, word-of-mouth communications tend to be highly
persuasive.
THE RECEIVER:
The receiver of formal marketing communications is likely to be a targeted prospect or a
customer (E.g: a member of the marketer’s target audience). Intermediary and unintended
audiences are also likely to receive marketer’s communications. Examples of intermediary
audiences are wholesalers, distributors, and retailers.
THE MEDIUM:
The medium, or communications channel, can be impersonal (E.g: a mass medium) or
interpersonal (a formal conversation between a salesperson and a customer or an informal
conversation between two or more people that takes place face-to-face, by telephone, by mail,
or online. Mass media are generally classified as print (newspaper, magazines, billboards0,
broadcast (radio, television), or electronic (primarily the Internet). Direct Marketers – often
called database marketers – also seek individual responses from advertisements they have
placed in all the mass media: broadcast, print, and online, as well as from direct mail.
THE MESSAGE:
The message can be verbal (spoken or written), nonverbal (a photograph, an illustration,
or a symbol), or a combination of the two. A verbal message, whether it is spoken or written,
can usually contain more specific product (or service) information than a nonverbal message.
Nonverbal information takes place in both interpersonal channels and in impersonal
channels and often takes the form of symbolic communication. The Coca-Cola Company, for
example, has trademarked both the word Coke in a specific typographic style and shape of the
traditional Coke bottle, and both are instantly recognizable to consumers as symbols of the
company’s best selling soft drink.
FEEDBACK:
Feedback is an essential component of both interpersonal and impersonal
communications. Generally, it is easier to obtain feedback (both verbal and nonverbal) from
interpersonal communications than impersonal communications. For example, a good
salesperson usually is alert to nonverbal feedback provided by consumer prospects. Such
feedback may take the form of facial expressions.
CREDIBILITY:
The credibility of the source affects the decoding of the message. The sponsors of the
communication – and his or her perceived honesty and objectivity – have an enormous
influence on how the communication is accepted by the receiver(s).
Credibility is built on a number of factors, of which the most important are the perceived
intentions of the source.
MESSAGE CREDIBILITY:
The reputation of the retailer who sells the product has a major influence on message
credibility. The aura of credibility generated by reputable retail advertising reinforces the
manufacturer’s message as well.
The reputation of the medium that carries the advertisement also enhances the credibility
of the advertiser. The reputation of the medium for honesty and objectivity also affects the
believability of the advertising. Consumers often think that a medium they respect would not
accept advertising for products it did not “know” were good.
The consumer’s previous experience with the product or the retailer has a major impact
on the credibility of the message.
MOOD:
CHAPTER # 7: “COMMUNICATION & CONSUMER BEHAVIOR” MADE BY: MAHS-222
4
Mood, or affect, plays a significant role in how a message is decoded. A consumer’s
mood (E.g: cheerfulness or unhappiness) affects the way in which an advertisement is
perceived, recalled, and acted upon. Marketers of many image-centered products such as
perfume, fashion, and liquor have found that appeals focused on emotions and feelings
associated with these products are more effective than rational appeals depicting the
product’s benefits. Advertisers have found that emotional appeals work well even for
technologically complex products.
BARRIERS OF COMMUNICATION:
Various “barriers” to communication may affect the accuracy with which consumers
interpret messages.
PSYCHOLOGICAL NOISE:
Just as telephone static can impair reception of a message, so too cans psychological
noise (E.g: competing advertising messages or distracting thoughts). A viewer faced with the
clutter of nine successive commercial messages during a program break may actually receive
and retain almost nothing of what he has seen. E.g: a student daydreaming about a Saturday
night date may simple not hear a direct question by the professor. So there are various
strategies that marketer’s use to overcome psychological noise.
• Repeated exposure to an advertising message (through repetition or redundancy of the
advertising appeal) helps surmount psychological noise and facilitates message reception.
• Copywriters often use contrast to break through the psychological noise ad advertising
clutter.
• Broadcasters and marketers also use teasers to overcome noise. E.g: Trivia quizzes show
at the start of the commercial break to design the viewers in sticking with the channel in
order to find out at the end of the break whether their own answers were right.
• Where possible, marketers place ads in specialized media where there is less
psychological noise.
The most effective way to ensure that a promotional message stands out and is received
and decoded appropriately by the target audience is through effective positioning and a
unique selling proposition.
COMMUNICATION STRATEGY:
There are numerous models claiming to depict how persuasive communications work.
The cognitive models depict a process in which exposure to a message leads to interest desire
for the product and ultimately to buying behavior.
The authors of this paradigm maintain that it reflects the interrelationship among the key
factors of persuasion – perception, experience, and memory – in a manner more consistent
with how the human mind really works than the older cognitive models, and the advertising
messages based on this model are more likely to generate consumption behavior.
TARGET AUDIENCE:
An essential component of a communications strategy is selecting the appropriate
audience. It is important to remember that an audience is made up of individuals – in many
cases, great numbers of individual Because each individual has his or her own traits,
characteristics, interests, needs, experience, and knowledge, it is essential for the sender to
segment the audience into groups that are homogenous in terms of some relevant
characteristics. Segmentation enables the sender to create specific messages for each target
group and to run them in specific media that are seen, heard, or read by the target group.
Companies that have any diverse audiences sometimes find it useful to develop a
communications strategy that consist an overall (or umbrella) communications message to all
their audiences, from which they spin off a series of related messages targeted directly to the
specific interests of individual segments.
MEDIA STRATEGY:
Media strategy is an essential component of a communications plan. It calls for the
placement of ads in the specific media, read, viewed, or heard by each targeted audience.
Media organizations regularly research their own audiences in order to develop descriptive
audience profiles.
Before selecting specific media vehicles, advertisers must select general media categories
that will enhance the message they want to convey. Which media categories the marketer
selects depends on the product or service to be advertised, the market segments to be reached,
and the marketer’s advertising objectives.
MESSAGES STRATEGIES:
The message is the thought, idea, attribute, image, or other information that the sender
wishes to convey to the intended audience. The sender must also know the target audience’s
personal characteristics in terms of education, interests, needs, and experience. The sender
must then design a message strategy though words and/or pictures that will be perceived and
accurately interpreted (decoded) by the targeted audience.
The righteous buyer (who looks to recommendations from independent sources such as
Consumer Reports), the social buyer (who relies on the recommendations of friends, on
INVOLVEMENT THEORY:
Involvement theory suggests that individuals are more likely to devote active cognitions
effort to evaluating the pros and corns of a product in a high involvement purchase situations.
The Elaboration Likelihood Model (ELM) proposes that, for high-involvement products,
marketers should follow the central route to persuasion; that is, they should preset
advertisement with strong well-documented.
MESSAGE STRUCTURE & PRESENTATION:
Some marketers must make in designing the message include the use of resonance,
positive or negative framing, one-sided or two-sided messages, comparative advertising, and
the order of presentation.
RESONANCE:
Advertising resonance is defined as wordplay, often used to create a double meaning,
used in combination with a relevant picture.
MESSAGE FRAMING:
Should a marketer stress the benefits to be gained by using a specific product (positive
message framing) or the benefits to be lost by not using the product (negative message
framing)? Research suggests that the appropriate message framing decision depends on the
consumer’s attitudes and characteristics as well as the product itself.
Another study found that an individual’s self image impacts the type of framing that he or
she finds more persuasive. Individuals with an independent self-image.
COMPARATIVE ADVERTISING:
Comparative advertising is a widely used marketing strategy in which a marketer claims
product superiority for its brand over one or more explicitly named or implicitly identified
competitors, either on an overall basis or on selected product attributed. Comparative
advertising is useful for product positioning, for target market selection, and for brand
positioning strategies.
ORDER EFFECTS:
REPITITION:
Repetition is an important factor in learning. Thus, it is not surprising that repetition, or
frequency of the ad, affects persuasion, ad recall, brand name recall, and brand preferences. It
also increases the likelihood that the brand will be included in the consumer’s consideration
set. Another regard claims that are repeated frequently as more truthful than those repeated
with less frequency.
A study examined the effects of repetition of the same ad versus repetition of varied ad
executions (holding the number of repetitions for each variable constant) found that varied ad
executions enhanced memory for the brand name over repeated same-ad executions.
ADVERTISING APPEALS:
Some times objective, factual appeals are more effective in persuading a target audience;
at other times emotional appeals are more effective. It depends on the kind of audience to be
reached and their degree of involvement in the product category. The following sections
examined the effectives of several frequency used emotional appeals.
FEAR:
Fear is an effective appeal used in marketing communications. Some researchers have
found a negative relationship between the intensity of fear appeals and their ability to
persuade, so that strong fear appeals tend to be less effective than mild fear appeals. Strong
fear appeals concerning a highly relevant topic (such as cigarette smoking) cause the
individual to experience cognitive dissonance, which is resolved either by rejecting the
practice or by rejecting the unwelcome information. Marketers must also consider that the
mention of possible detrimental effects of using a product while proclaiming its benefits may
result in negative attitudes towards the product itself.
HUMOR:
Many marketers use humorous appeals in the belief that humor will increase the
acceptance and persuasiveness of their advertising communications.
Impact of Humor on Advertising:
• Humor attracts attention.
• Humor does not harm comprehension.
• Humor is not more effective at increasing persuasion.
• Humor does not enhance source credibility.
• Humor enhances liking.
• Humor that is relevant to the product is superior to humor that is unrelated to the product.
• Audience demographic factors affect the response to humorous advertising appeals.
• The nature of the product affects the appropriateness of a humorous treatment.
• Humor is more effective with existing products than with new products.
• Humor is more appropriate for low-involvement products and feeling-oriented products than for
high-involvement products.
ABRASIVE ADVERTISING:
=> How effective can unpleasant or annoying ads are? Studies of the sleeper effect,
discussed earlier suggest that that memory of an unpleasant commercial that antagonizes
CHAPTER # 7: “COMMUNICATION & CONSUMER BEHAVIOR” MADE BY: MAHS-222
8
listeners or viewers may dissipate over time, leaving only the brand name in the minds of
consumers. All of us have at one time or another been repelled by so-called agony
commercials.
The Sleeper Affect The idea that both positive and negative credibility effects tend to
disappear after a period of time.
SEC IN ADVERTISING:
In our highly permissive society, sensual advertising seems to permeate the print media
and the airwaves. Advertisers are increasingly trying to provoke attention with suggestive
illustrations, crude language, and nudity in their efforts to appear “hip” and contemporary.
AUDIENCE PARTICIPATION:
The provision of feedback changes the communications process from one way to two
way communication. This is important to senders because it enables them to determine
whether and how well communication has taken place. But feedback also is important to
receivers because it enables then to participate, to be involved, to experience in some way the
message itself.
PERSUASIVE CAPABILITIES & LIMITATIONS OF MAJOR MEDIAS: