Communication and its influence

in Consumer Behaviour

Presented By:

Deepika Broca (10-MBA-13)

Dinesh Bargotra (12-MBA-13)

Mehak Gupta (22-MBA-13)

Surbhi Safaya (51-MBA-13)

• The transmission of a message from a sender to a receiver via a medium of transmission.Communication :

• refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption.

Consumer Behaviour:

Elements of the Communication Process

• The Message Initiator (the Source)

• The Sender

• The Receiver

• The Medium

• The Message

• The Target Audience (the Receivers)

• Feedback - the Receiver’s Response

Basic Communication Model■ The Communication Process

Source Encoding Message Medium Decoding Receiver

Feedback

Factors Affecting Communication Process

• Characteristics of the source

• Message characteristics

• Characteristics of the receiver

• Characteristics of the medium

Characteristics of the source

• Credibility of Informal Sources

• Includes word of mouth

• These sources also called opinion leaders

• Informal sources may not always be credible

• Credibility of Formal Sources

• Neutral sources have the greatest credibility

• Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers,

social responsibility

• Institutional advertising used to promote favorable company image

• Source Credibility

• Reputation of the retailer

• Consumer’s previous experience with product

• Reputation of the medium

Credibility of Spokespersons and Endorsers

• Effectiveness related to:

• The message

• Synergy between endorser and type of product

• Demographic characteristics of endorser

• Corporate credibility

• Endorsement wording

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Characteristics of the Medium - Newspaper

• Access to large audiences

• Effective for local reach

• Flexible

• Fast

• Feedback possible through coupon redemption, etc.

• Not selective

• Short message life

• Clutter

• Cost varies based on ad size and

vehicle circulation

Characteristics of the Medium - Magazines

• Highly selective

• Selective binding possible

• High quality production

• High credibility

• Long message life

• High pass along rate

• High clutter

• Delayed and indirect feedback

• Rates vary based on circulation and

selectivity

Characteristics of the Medium - Television

• Large audiences possible

• Appeals to many senses

• Emotion and attention possible

• Demonstration possible

• Very high costs overall

• Long lead time

• High clutter

• Short message life

• Viewers can avoid exposure with

zapping

• Day-after recall tests for feedback

Characteristics of the Medium - Radio

• High geographic and demographic

selectivity

• Audio only

• Relatively inexpensive

• Good local coverage

• Short exposure time

• High clutter

• Zapping possible

• Delayed feedback through day-after

recall tests

Characteristics of the Medium - Internet

• Potential for audience selectivity

• Customized tracking possible and

other feedback tools possible

• Useful for branding and

reinforcement of messages

• Demographic skew to audience

• Very high clutter

• Zapping possible

• Great variation in pricing

• Privacy concerns

Characteristics of the Medium –

Direct Mail

• High audience selectivity

• Personalization possible

• Novel, interesting stimuli possible

• Low clutter

• Perception of junk mail

• Feedback possible through

response

Characteristics of the Medium – Direct Marketing

• Development of databases

• High audience selectivity

• Relatively free of clutter

• Privacy concerns

• Measurable responses

• Cost per inquiry, cost per sale,

revenue per ad can be calculated

Characteristics of the Target Market

• Personal characteristics and comprehension

• Involvement and congruency(the quality of agreeing)

• Mood

• Barriers to communication

• Selective exposure to messages

• Psychological noise

Sleeper Effect

• The idea that both positive and negative credibility

effects tend to disappear after a period of time.

Sleeper

Effect

Communication and Marketing Strategy

• Establish communication objectives

• Select target audience

• Choose the best media

• Develop suitable message strategies

• Match message with audience characteristics

• Develop suitable message structure, presentation

• Develop suitable message appeals

• Reduce barriers to effective communication

• Measure effectiveness of marketing communications

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Designing Persuasive Communications

• Message Presentation

• Resonance

• Message Framing

• Comparative advertising

• One-sided Versus Two-sided Messages

• Order Effects

Designing Persuasive Communications

• Message Presentation

• Resonance

• Message Framing

• Comparative advertising

• One-sided Versus Two-sided Messages

• Order Effects

Designing Persuasive Communications

• Resonance

• Message framing

• Comparative advertising

• Order effects

• Wordplay

• Used to create a double

meaning when used with

a relevant picture

Message Structure and Presentation

Message Structure and Presentation

• Resonance

• Message framing

• Comparative advertising

• Order effects

• Positive framing

• Negative framing

• One-sided vs. two-sided

Positive Framing in Fair & Lovely Ad

Message Structure and Presentation

• Resonance

• Message framing

• Comparative advertising

• Order effects

• Marketer claims product

superiority over another

brand

• Useful for positioning

Comparative

ad scenario

between

•Jet Airways

•GoAir and

•KingFisher

Airlines

Dove in a comparative ad against Pantene

Advertising Appeals

• Fear

• Humor

• Abrasive advertising

• Sex in advertising

• Audience participation

Fear Appeal

BMW

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.

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• 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.

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