1. Chapter 9: Communication and Consumer Behavior
What is Communication?
Forms (Verbal / non-verbal)… (Dis)advantages
What are the objectives? Functions?
Basic Communication Model

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4. The Communications Process
The Message Initiator (the Source)
Must have credibility----affects the decoding of the message
The Target Audience (the Receivers)
The Medium
The Message
Feedback - the Receiver’s Response
Encoding ease
Decoding ease
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5. The Message Initiator (source)
Issues with Credibility
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
Called buzz agents
These sources also called opinion leaders
Includes word of mouth
What factors motivate WOM?
Informal sources may not always be credible
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Discussion Question
How have informal sources affected your decision as a consumer?
Which informal sources are the most powerful? Why? When?
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7. The Message Initiator (source)
Issues with Credibility
Formal (No for-profit and for-profit)…Why?
Publicity, newspaper articles
Neutral sources have the greatest credibility
People know the intentions of commercials-----Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility---- cause related marketing easier time selling
Institutional advertising used to promote favorable company image
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
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8. The Message Initiator (source)
Issues with Credibility
Endorser has major influence
Effectiveness related to:
The message
Synergy between endorser and type of product
Demographic characteristics of endorser
Corporate credibility
Endorsement wording
Sales rep also plays role
Why?
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
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This ad has strong synergy between the endorser and the type of product.
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Discussion Question
Who do you consider credible spokespeople?
Why?
Can you think of certain ads with credible spokespeople?
Ads with spokespeople who are NOT credible?
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11. The Message Initiator (source)
Issues with Credibility
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
Retailers have message credibility
Why?
Consumer’s previous experience with product
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12. The Target Audience (receivers)
Factors influence the decoding of the message?
Personal characteristics and comprehension
Involvement and congruency
Mood
Barriers to communication
Psychological noise
Mind is not present
Neighbors are noisy
How solve it
Repetition
Quizzes
Contrast ?
Selective exposure to messages
Other barriers?

13. Feedback The Receiver’s Response
Final test of marcom is the receiver’s response----- determine effectiveness
Feedback should be gathered:
Promptly (personal selling effective)
Accurately
Interpersonal communication can be seen directly. How about mass communication?
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14. Advertising Effectiveness Research
Media and message exposure measures
How many consumers received the message
Which consumers received the message
Message Attention and Interpretation
Physiological measures
Theater tests
Readership surveys
Attitudinal measures
Message Recall Measures
Day after recall
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15. Nielson Ratings at Zap2it.com
weblink
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16. Comprehensive Communication Model
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17. Persuasive Communications
Communications strategy
Must include objectives
Includes cognitive models
Newer models include perception, experience, and memory
Target Audience
Segmentation is key
Media Strategy
Consumer profile
Audience profiles
Message strategy
Involvement theory
Central and peripheral routes
Message Structure and presentation
Resonance, message framing, one-sided vs. two-sided messages etc.
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18. The Three Phases and Flow
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19. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Wordplay
Used to create a double meaning when used with a relevant picture
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20. Wordplay on SUV

21. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Positive framing
Negative framing
One-sided vs. two-sided
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22. This ad uses negative framing.

23. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Marketer claims product superiority over another brand
Useful for positioning
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24. A comparative ad

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Discussion Question
You are a marketer for your college/university.
How could you use comparative advertising?
Do you think it would be effective?
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26. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Primacy
Recency
Order of benefits
Brand name
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27. Designing Persuasive Communications
Message Structure and Presentation
Resonance
Message framing
Comparative advertising
Order effects
Repetition
Important for learning
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28. Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
Impacts each?
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