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

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

Figure 9.1 Basic Communication Model Message Channel (Medium) Sender (Source) Receiver (Consumer) 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 Response

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

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

Barriers to Communication Ad Messages Selective Perception Psychological Noise Messages Perceived

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

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

Issues in Designing Persuasive Communications Communications strategy Media strategy Message strategies

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

Advertising Appeals Fear Humor Abrasive advertising Sex in advertising Audience participation