Chapter 9

Communication and Consumer BehaviorMKT 348

Dr. Franck Vigneron

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

The Marketing CommunicationsMix (Promotion Mix)The Marketing CommunicationsMix (Promotion Mix)

AdvertisingAdvertising

Personal SellingPersonal Selling

Sales Promotion Short-term Incentives to Encourage Sales.

Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Publicity.

Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.

Personal Presentations by a Firm’s Sales Force.

Figure 9.1 Basic Communication Model

Sender(Source)

Receiver(Consumer)

MessageChannel(Medium

)

Feedback

Elements of the Communications Process

• The Message Initiator (the Source)• The Sender• The Receiver• The Medium• The Message• The Target Audience (the Receivers)• Feedback - the Receiver’s Response

Issues in Credibility

• Credibility of Informal Sources• Credibility of Formal Sources• Credibility of Spokespersons and Endorsers• Message Credibility

Sleeper EffectSleeper Effect

The idea that both positive and negative credibility effects tend to disappear

after a period of time.

Barriers to Communication

• Selective Perception• Psychological Noise

Comprehensive Communication Model

Sender(Source)

Receiver(Consumer)

Message

Channel(Medium

)

Enc

odes

Decodes

Feedback

Responds Appropriately

?

Miscomprehends?

Yes

Yes

No

No

CommercialNon-ProfitIndividualFormal vs. Informal

SymbolsPicturesWordsImages

Verbal vs. Nonverbal1-sided vs. 2-sided

Factual vs. Emotional

Paid vs. UnpaidPrint, Broadcast, Electronic

Personal vs. Impersonal

Pretests to Ensure Message Will be ReceivedPosttests to Ensure Message Was Received

Selective Exposure

IndividualsTarget Audience

Intermediary AudienceUnintended Audiences Mediated by:

InvolvementMood

ExperiencePersonal Charac.

Informative AdvertisingInform Consumers or Build Primary Demand

i.e CD Players

Comparison Advertising

Compares One Brand to Another

i.e. Avis vs. Hertz

Persuasive AdvertisingBuild Selective Demand

i.e Sony CD Players

Reminder AdvertisingKeeps Consumers Thinking

About a Producti.e. Coca-Cola

Advertising ObjectiveSpecific Communication Task Accomplished with a Specific

Target Audience During a Specific Period of Time

Setting Advertising Objectives

Issues in Designing Persuasive Communications

• Communications strategy• Media strategy• Message strategies

Issues in Message Presentation

• Message Framing• One-side Versus Two-sided Messages• Comparative Advertising• Order Effects• Repetition

Advertising Appeals

• Fear• Humor• Abrasive advertising• Sex in advertising• Audience participation