8/17/2019 mkt344.Ch 9

1/33

MKT 344MKT 344Fall 2015Fall 2015

Chapter 9

Communication &Consumer Behavior

8/17/2019 mkt344.Ch 9

2/33

Which Type of Communication Is Featured in ThisWhich Type of Communication Is Featured in This

Ad, and What Strategic Concept Does It etAd, and What Strategic Concept Does It et

Across!Across!

"

8/17/2019 mkt344.Ch 9

3/33

Nonverbal Used forPositioning

3

8/17/2019 mkt344.Ch 9

4/33

Basic Communication Model(Figure 9.!

4

8/17/2019 mkt344.Ch 9

5/33

"he #ource as the$nitiator

#

8/17/2019 mkt344.Ch 9

6/33

"he #ource %$mpersonal and $nterpersonal

Communications

$

Source Credi%i&ity

'eference roups

◦

(ormati)e◦ Comparati)e

◦ Mem%ership

◦

Sym%o&ic

8/17/2019 mkt344.Ch 9

7/33

"he #ource %$nformal #ources and ord of

Mouth

*

• Informa& Sources –+pinion &eaders

• Word of Mouth and eW+M – T-o-ay communication

 –Socia& net-or.s

 –

/rand communities –Message %oards and /&ogs

8/17/2019 mkt344.Ch 9

8/33

"he #ourceord of Mouth ' #trategic

pplications

0

/u11 Agents

2ira& Mar.eting

 Tac.&ing negati)erumors

8/17/2019 mkt344.Ch 9

9/33

"he #ourceCredibilit) of Formal

#ources

Institutiona& ad)ertising

u%&icity

5ndorsers

8/17/2019 mkt344.Ch 9

10/33

h) re Consumers *i+el)to Perceive "his d as

Credible,

67

8/17/2019 mkt344.Ch 9

11/33

-lamorous Celebrit) ndorser is More*i+el) to be Perceived as a Credible#ource/ speciall) for a 0edonistic

Product

66

8/17/2019 mkt344.Ch 9

12/33

Credibilit) of Formal #ourcesndorser 1ectiveness

6"

8/17/2019 mkt344.Ch 9

13/33

Credibilit) of Formal #ources

2ther Credibilit) #ources

63

8/17/2019 mkt344.Ch 9

14/33

"he 3eceivers as the"arget udience

64

ersona& characteristics andmoti)es

In)o&)ement and congruency

Mood

/arriers to communication

◦ Se&ecti)e e8posure to messages

◦ sycho&ogica& noise

8/17/2019 mkt344.Ch 9

15/33

2vercoming Ps)chological2vercoming Ps)chological

NoiseNoise

6#

8/17/2019 mkt344.Ch 9

16/33

Media (Channel!

6$

Mass Media

(ontraditiona& 9(e-: Media is;

8/17/2019 mkt344.Ch 9

17/33

Nontraditional Media

+utofhome and +nthego

◦ Ad)ertising screens in %ui&dings andtransit

◦ Digita& %i&&%oards on roads◦ Am%ient ad)ertising 9in ne- p&aces:

+n&ine and Mo%i&e

◦ Inc&udes consumergenerated media◦ (arro-cast messages

Interacti)e T2 9iT2:

6*

8/17/2019 mkt344.Ch 9

18/33

Media (Channel!

Congruence -ith message

◦ Addressa%&e ad)ertising

◦ /randed entertainment

60

8/17/2019 mkt344.Ch 9

19/33

4esigning PersuasiveCommunications

6

Message #tructure andPresentation'esonance

Messageframing

+neSided)ersus T-oSided Messages

+rder 5

8/17/2019 mkt344.Ch 9

20/33

Which Ad)ertising Techni>ue Is=sed in 5ach Ad, and ?o- So!

"7

8/17/2019 mkt344.Ch 9

21/33

3esonance

"6

8/17/2019 mkt344.Ch 9

22/33

4esigning PersuasiveCommunications

""

Message #tructure andPresentation'esonance

Messageframing

+neSided)ersus T-oSided Messages

+rder 5

8/17/2019 mkt344.Ch 9

23/33

4esigning PersuasiveCommunications

"3

Message #tructure andPresentation'esonance

Messageframing

+neSided)ersus T-oSided Messages

+rder 5

8/17/2019 mkt344.Ch 9

24/33

4esigning PersuasiveCommunications

"4

Message #tructure andPresentation• 'esonance

• Messageframing

• +neSided)ersus T-oSided Messages

• +rder 5

8/17/2019 mkt344.Ch 9

25/33

dvertising ppeals

"#

Comparati)e

Fear

?umor

A%rasi)e

Se8

Audience participation Time&y

Ce&e%rities

Which Ad)ertising Appea& Is

8/17/2019 mkt344.Ch 9

26/33

Which Ad)ertising Appea& IsSho-n in 5ach Ad, and Why Is

It =sed!

"$

8/17/2019 mkt344.Ch 9

27/33

Comparative % $t 0as Positive 1ectsComparative % $t 0as Positive 1ects

2n Brand ttitudes/ Purchase2n Brand ttitudes/ Purchase

$ntentions/ and Purchases$ntentions/ and Purchases

"*

8/17/2019 mkt344.Ch 9

28/33

Which T-o Ad)ertisingAppea&s Are Sho-n in This Ad!

"0

8/17/2019 mkt344.Ch 9

29/33

Fear & 3umor appeal

"

8/17/2019 mkt344.Ch 9

30/33

")pes of Celebrit) ppeals("able 9.5!

37

8/17/2019 mkt344.Ch 9

31/33

Feedbac+4etermining 1ectiveness

36

Feedbac+

8/17/2019 mkt344.Ch 9

32/33

Feedbac+4etermining 1ectiveness

(con6t..!

3"

58posure

◦ eop&e meters

Message Attention, Interpretation,and 'eca&&

◦ hysio&ogica& measures

◦ Attitudina& measures

◦ 'eca&& and recognition measures

8/17/2019 mkt344.Ch 9

33/33

nd of Chapter 97