Communication and Consumer Behavior

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Chapter 9

• Communication and Consumer Behavior
• MKT 348
• Dr. Franck Vigneron

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Advertising
The Marketing CommunicationsMix (Promotion Mix)
Personal Selling
Any Paid Form of Nonpersonal Presentation by an
Identified Sponsor.

Personal Presentations by a Firms 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
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Figure 9.1 Basic Communication Model
Message
Channel (Medium)
Sender (Source)
Receiver (Consumer)
Feedback
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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 Receivers Response

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Issues in Credibility

• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility

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

• Selective Perception
• Psychological Noise

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

• Communications strategy
• Media strategy
• Message strategies

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Issues in Message Presentation

• Message Framing
• One-side Versus Two-sided Messages
• Comparative Advertising
• Order Effects
• Repetition

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Advertising Appeals

• Fear
• Humor
• Abrasive advertising
• Sex in advertising
• Audience participation