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