1. Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron
Chapter 9
Communication and Consumer Behavior
MKT 348
Dr. Franck Vigneron

2. The Marketing Communications Mix (Promotion Mix)
Advertising
The Marketing Communications Mix (Promotion Mix)
Personal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Personal Presentations by a Firm’s Sales Force.
Short-term Incentives to Encourage Sales.
Sales Promotion
Building Good Relations with Various Publics by Obtaining Favorable Publicity.
Public Relations
Direct Communications With Individuals to Obtain an Immediate Response.
Direct Marketing

3. Figure 9.1 Basic Communication Model
Message
Channel
(Medium)
Sender
(Source)
Receiver
(Consumer)
Feedback

4. 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

5. Issues in Credibility Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility

6. Sleeper Effect
The idea that both positive and negative credibility effects tend to disappear after a period of time.

7. Barriers to Communication
Ad Messages
Selective Perception
Psychological Noise
Messages Perceived

8. Comprehensive Communication Model
Commercial
Non-Profit
Individual
Formal vs. Informal
Verbal vs. Nonverbal
1-sided vs. 2-sided
Factual vs. Emotional
Selective Exposure
Individuals
Target Audience
Intermediary Audience
Unintended Audiences
Mediated by: Involvement
Mood
Experience
Personal Charac.
Encodes
Message
Channel
(Medium)
Sender
(Source)
Receiver
(Consumer)
Decodes
Symbols
Pictures
Words
Images
Paid vs. Unpaid
Print, Broadcast, Electronic
Personal vs. Impersonal
Responds Appropriately?
Yes No
Miscomprehends?
Yes
Pretests to Ensure Message Will be Received
Posttests to Ensure Message Was Received No
Feedback

9. Setting Advertising Objectives
Informative Advertising
Inform Consumers or
Build Primary Demand
i.e CD Players
Persuasive Advertising
Build Selective Demand
i.e Sony CD Players
Advertising Objective
Specific Communication Task
Accomplished with a Specific
Target Audience
During a Specific Period of Time
Comparison Advertising
Compares One Brand to
Another
i.e. Avis vs. Hertz
Reminder Advertising
Keeps Consumers Thinking
About a Product
i.e. Coca-Cola

10. Issues in Designing Persuasive Communications
Communications strategy
Media strategy
Message strategies

11. Issues in Message Presentation
Message Framing
One-side Versus Two-sided Messages
Comparative Advertising
Order Effects
Repetition

12. Advertising Appeals Fear Humor Abrasive advertising Sex in advertising
Audience participation