chapter ppt 09 - copy-1

Communication and Consumer Behavior

CHAPTERNINE

Basic Communication ModelFigure 9.2

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The Source as the Initiator

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The Source - Impersonal and Interpersonal Communications

• Source Credibility• Reference Groups– Normative– Comparative– Membership– Symbolic

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• Informal Sources– Opinion leaders

• Word of Mouth and eWOM– Two-way communication– Social networks– Brand communities– Message boards and

Blogs

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The SourceInformal Sources and Word of Mouth

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• Buzz Agents• Viral Marketing• Tackling negative rumors

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The SourceWord of Mouth – Strategic Applications

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• Institutional advertising

• Publicity• Endorsers

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The SourceCredibility of Formal Sources

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Discussion Questions

• Who do you consider to be a credible spokesperson(s)?

• Why?• Can you think of certain ads with credible

spokespeople?• Ads with spokespeople who are NOT credible?

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Credibility of Formal Sources Endorser Effectiveness

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Credibility of Formal Sources Other Credibility Sources

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The Receivers as the Target Audience

• Personal characteristics and motives• Involvement and congruency• Mood• Barriers to communication– Selective exposure to messages– Psychological noise

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Overcoming Psychological Noise

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Media (Channel)

• Mass Media• Nontraditional (New) Media is:

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The Shift From Traditional To Nontraditional Advertising Is Growing - Figure 9.5

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Nontraditional Media

• Out-of-home and On-the-go– Advertising screens in buildings and transit– Digital billboards on roads– Ambient advertising (in new places)

• Online and Mobile– Includes consumer-generated media– Narrowcast messages

• Interactive TV (iTV)

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Wordplay• Used to create a double

meaning when used with a relevant picture

Message Structure and Presentation

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Ads That Show Resonance

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Positive framing• Negative framing

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

Depends on nature of the audience and nature of competition

Message Structure and Presentation

19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Primacy• Recency• Order of benefits• Brand name

Message Structure and Presentation

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Advertising Appeals

• Comparative• Fear• Humor• Abrasive• Sex• Audience participation• Timely• Celebrities

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Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases

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Two Advertising Appeals Are Shown in This Ad-Humor and Fear

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Types of Celebrity AppealsTable 9.6

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Feedback Determining Effectiveness

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Chapter 9

Questions?

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Chapter 9-1: The Viewer’s Voice Influences TV Programming

1. Communication Feedback2. Should programmers and producers consider

the feedback?3. Source Credibility4. Compare and contrast Neilsen ratings and

TWOP for a given episode.

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