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    Consumer Communication

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    Pooja N Maheshwarri
    The document discusses key concepts in communication and consumer behavior related to advertising. It covers the basic communication model, elements of the communication process, issues in credibility, endorser credibility, the sleeper effect, barriers to communication, and issues in designing persuasive communications. It also discusses the persuasive capabilities and limitations of major media channels like newspaper, magazines, television, radio, internet and direct mail. Finally, it touches on buyer personalities and advertising strategies, involvement theory and persuasion, issues in message presentation, and emotional advertising appeals like fear, humor, and abrasiveness.

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    Consumer Communication

    Uploaded by

    Pooja N Maheshwarri
    34 views7 pages
    The document discusses key concepts in communication and consumer behavior related to advertising. It covers the basic communication model, elements of the communication process, issues in credibility, endorser credibility, the sleeper effect, barriers to communication, and issues in designing persuasive communications. It also discusses the persuasive capabilities and limitations of major media channels like newspaper, magazines, television, radio, internet and direct mail. Finally, it touches on buyer personalities and advertising strategies, involvement theory and persuasion, issues in message presentation, and emotional advertising appeals like fear, humor, and abrasiveness.

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    Consumer Behavior

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    The document discusses key concepts in communication and consumer behavior related to advertising. It covers the basic communication model, elements of the communication process, issues in credibility, endorser credibility, the sleeper effect, barriers to communication, and issues in designing persuasive communications. It also discusses the persuasive capabilities and limitations of major media channels like newspaper, magazines, television, radio, internet and direct mail. Finally, it touches on buyer personalities and advertising strategies, involvement theory and persuasion, issues in message presentation, and emotional advertising appeals like fear, humor, and abrasiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    34 views7 pages

    Consumer Communication

    Uploaded by

    Pooja N Maheshwarri
    The document discusses key concepts in communication and consumer behavior related to advertising. It covers the basic communication model, elements of the communication process, issues in credibility, endorser credibility, the sleeper effect, barriers to communication, and issues in designing persuasive communications. It also discusses the persuasive capabilities and limitations of major media channels like newspaper, magazines, television, radio, internet and direct mail. Finally, it touches on buyer personalities and advertising strategies, involvement theory and persuasion, issues in message presentation, and emotional advertising appeals like fear, humor, and abrasiveness.

    Copyright:

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    of 7

    Communication and Consumer Behavior

    Sender (Source)

    Basic Communication Model

    Message

    Channel (Medium)

    Receiver (Consumer)

    Presented By Neha Gupta

    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 Res!onse

    Issues in Credibility
    Credibilit" o# In#ormal Sources Credibilit" o# Formal Sources Credibilit" o# S!okes!ersons and $ndorsers Message Credibilit"

    Endorser Credibility
    $ndorser credibilit" is im!ortant &hen message com!rehension is lo& Match must e'ist bet&een !roduct attributes and endorser attributes Credibilit" is higher &hen endorser s demogra!hic characteristics are similar to those o# target audience $ndorser credibilit" is not a substitute #or cor!orate credibilit"

    Sleeper Effect

    The idea that both !ositive and negative credibilit" e##ects tend to disa!!ear a#ter a !eriod o# time(

    Barriers to Communication
    The Target audience (receivers) )ersonal Characteristics and com!rehension Involvement and Congruenc" (e(g( a humorous ad &ithin a humorous T* series) Mood Selective )erce!tion
    Channel Sur#ing Combat &ith Road blocking

    )s"chological +oise
    Combat &ith re!eated e'!osures, contrast in the co!", and teasers

    Issues in Designing Persuasive Communications


    Communications strateg" Media strateg" Message strateg"

    Communications Strategy

    Perceptions Experience

    emory

    Perception! Experience! emory "dvertising

    odel of

    edia Strategy
    Consumer !ro#iles Audience !ro#iles
    A cost-effective media choice is one

    )re-e'!erience $'!osure

    )ost-e'!erience $'!osure

    Framing )erce!tion

    $nhancing $'!erience

    .rgani/ing Memor"

    $'!ectation Antici!ation Inter!retation

    Sensor" $nhancement Social $nhancement

    Cueing 0randing Inter!retation

    that closely matches the advertisers consumer profile with the mediums audience profile.

    Persuasive Capabilities and #imitations of a$or edia %Ne&spaper'


    Access to large audiences $##ective #or local reach Fle'ible Fast Feedback !ossible through cou!on redem!tion, etc( +ot selective Short message li#e Clutter Cost varies based on ad si/e and vehicle circulation

    Persuasive Capabilities and #imitations of a$or edia % aga(ines'


    2ighl" selective Selective binding !ossible 2igh 3ualit" !roduction 2igh credibilit" 4ong message li#e 2igh !ass along rate 4ong lead time 2igh clutter 5ela"ed and indirect #eedback Rates var" based on circulation and selectivit"

    Persuasive Capabilities and #imitations of a$or edia %)elevision'


    4arge audiences !ossible A!!eals to man" senses $motion and attention !ossible 5emonstration !ossible *er" high costs overall 4o& costs !er contact 4ong lead time 2igh clutter Short message li#e *ie&ers can avoid e'!osure &ith /a!!ing, etc( 5a"-a#ter recall tests #or #eedback

    Persuasive Capabilities and #imitations of a$or edia %*adio'


    2igh geogra!hic and demogra!hic selectivit" Short lead time Relativel" ine'!ensive 6ood local coverage Short e'!osure time Audio onl" 2igh clutter 7a!!ing !ossible 5ela"ed #eedback through da"-a#ter recall tests

    Persuasive Capabilities and #imitations of a$or edia %Internet'


    )otential #or audience selectivit" Customi/ed tracking !ossible and other #eedback tools !ossible 9se#ul #or branding and rein#orcement o# messages 5emogra!hic ske& to audience *er" high clutter 7a!!ing !ossible 6reat variation in !ricing )rivac" concerns

    Persuasive Capabilities and #imitations of a$or edia %Direct ail'


    2igh audience selectivit" )erce!tion o# :unk mail )ersonali/ation !ossible Feedback !ossible +ovel, interesting stimuli through res!onse !ossible 2igh cost !er contact 4o& clutter

    Persuasive Capabilities and #imitations of a$or edia %Direct ar+eting'


    5evelo!ment o# )rivac" concerns databases Measurable res!onses 2igh audience selectivit" Cost !er in3uir", cost Relativel" #ree o# clutter !er sale, revenue !er ad can be calculated

    Buyer Personalities and "dvertising Strategies

    *ighteous

    Social

    Pragmatic

    How might advertising be designed for these three distinct buyer types?

    Involvement )heory and Persuasion


    )he Elaboration #i+elihood that mar+eters use the odel %E# ' proposes

    ,central route to persuasion for high involvement products and the ,peripheral route to persuasion for lo& involvement products

    Central *oute to Persuasion

    Issues in

    essage Presentation

    Resonance Message Framing .ne-sided *ersus T&o-sided Messages Com!arative Advertising .rder $##ects Re!etition

    )&o-Sided "ppeal

    Emotional "dvertising "ppeals


    Fear 2umor Abrasive advertising Se' in advertising Audience !artici!ation

    Impact of Humor on Advertising


    =2umor attracts attention( =2umor does not harm com!rehension( =2umor is not more e##ective at increasing !ersuasion( =2umor does not enhance source credibilit"( =2umor enhances liking( =2umor that is relevant to the !roduct is su!erior to humor that is unrelated to the !roduct( =Audience demogra!hic #actors a##ect the res!onse to humorous advertising a!!eals( =The nature o# the !roduct a##ects the a!!ro!riateness o# a humorous treatment( =2umor is more e##ective &ith e'isting !roducts than &ith ne& !roducts( =2umor is more a!!ro!riate #or lo&-involvement !roducts and #eelingoriented !roducts than #or high-involvement !roducts(

    Thank You

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