Communication and Consumer Behavior CHAPTER NINE Communication and Consumer Behavior

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Learning Objectives To Understand the Role of the Message’s Source in the Communication Process. To Understand the Role of the Message’s Audience (Receivers) in the Communication Process. To Learn About Advertising Media and How to Select the Right Media When Sending Promotional Messages Targeting Selected Consumer Groups. To Learn How Understanding Consumers Enables Marketers to Develop Persuasive Messages. To Understand How Marketers Measure the Effectiveness of Their Promotional Messages. Here is an outline for the topics in Chapter Nine. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Which Type of Communication Is Featured in This Ad, and What Strategic Concept Does It Get Across? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Nonverbal Used for Positioning Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Basic Communication Model Figure 9.2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

The Source as the Initiator Formal Communication Source Marketer or organization Informal Source A parent, friend or other consumer Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 6 Chapter Nine Slide

The Source - Impersonal and Interpersonal Communications Source Credibility Reference Groups Normative Comparative Membership Symbolic Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 7 Chapter Nine Slide

The Source Informal Sources and Word of Mouth Opinion leaders Word of Mouth and eWOM Two-way communication Social networks Brand communities Message boards and Blogs Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 8 Chapter Nine Slide

The Source Word of Mouth – Strategic Applications Buzz Agents Viral Marketing Tackling negative rumors Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 9 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Discussion Questions How have informal sources affected your decision as a consumer? Which informal sources are the most powerful? Why? When? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

The Source Credibility of Formal Sources Institutional advertising Publicity Endorsers Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 11 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 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? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Why Are Consumers Likely to Perceive This Ad as Credible? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall A Glamorous Celebrity Endorser is More Likely to be Perceived as a Credible Source, Especially for a Hedonistic Product. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 15 Chapter Nine Slide

Credibility of Formal Sources Other Credibility Sources Vendor Credibility The reputation of the retailers Medium Credibility The credibility of the magazine, website, or radio station Effects of time The sleeper effect phenomenon when the consumer does not remember the source Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 16 Chapter Nine Slide

The Receivers as the Target Audience Personal characteristics and motives Involvement and congruency Mood Barriers to communication Selective exposure to messages Psychological noise Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Overcoming Psychological Noise Repeating exposure to advertising messages Contrast to break through clutter Customized promotion messages Effective positioning Offering unique value propositions Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 18 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Media (Channel) Mass Media Nontraditional (New) Media is: Addressable Customized and addressed to different receivers Interactive Receivers can interact with the sender Response measurable Receiver's response can be measured Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 19 Chapter Nine Slide

The Shift From Traditional To Nontraditional Advertising - Figure 9.5 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 20 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 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) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 21 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Media (Channel) Congruence with message Addressable advertising Branded entertainment Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 22 Chapter Nine Slide

Designing Persuasive Communications Message Structure and Presentation Wordplay Used to create a double meaning when used with a relevant picture Resonance Message framing One-Sided versus Two-Sided Messages Order Effects Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Which Advertising Technique Is Used in Each Ad, and How So? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 24 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Resonance Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 25 Chapter Nine Slide

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing One-Sided versus Two-Sided Messages Order Effects Positive framing Negative framing Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing One-Sided versus Two-Sided Messages Order Effects Depends on nature of the audience and nature of competition Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Designing Persuasive Communications Message Structure and Presentation Resonance Message framing One-Sided versus Two-Sided Messages Order Effects Primacy Recency Order of benefits Brand name Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Advertising Appeals Comparative Fear Humor Abrasive Sex Audience participation Timely Celebrities Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 29 Chapter Nine Slide

Which Advertising Appeal Is Shown in Each Ad, and Why Is It Used? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Which Two Advertising Appeals Are Shown in This Ad? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Humor and Fear Appeal Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Types of Celebrity Appeals Table 9.6 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. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 34 Chapter Nine Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Discussion Questions You are a marketer for your college/university. How could you use comparative advertising? Do you think it would be effective? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Feedback Determining Effectiveness Exposure effects How many consumers received the message? Persuasion effects Was the message received and interpreted correctly? Sales effects Did the ads increase sales? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Feedback Determining Effectiveness Exposure People meters Message Attention, Interpretation, and Recall Physiological measures Attitudinal measures Recall and recognition measures Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide