Chapter 9

Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron

The Marketing Communications Mix (Promotion Mix)

Advertising
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal Presentations by a Firms Sales Force.

Personal Selling

Sales Promotion

Short-term Incentives to Encourage Sales. Building Good Relations with Various Publics by Obtaining Favorable Publicity. Direct Communications With Individuals to Obtain an Immediate Response.

Public Relations

Direct Marketing

Figure 9.1 Basic Communication Model

Sender (Source)

Message

Channel (Medium )

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 Receivers 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
Selective Perception Psychological Noise

Comprehensive Communication Model

Commercial Verbal vs. Nonverbal Non-Profit 1-sided vs. 2-sided Individual Factual vs. Emotional Formal vs. Informal Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences

Sender (Source)
Symbols Pictures Words Images

Messag e

Channel (Medium )

Receiver (Consumer)

Mediated by: Involvement Mood Experience Personal Charac.

Decodes
Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal

Responds Appropriately ? No Miscomprehends ? No

Yes

Yes

Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received

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

Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time

Advertising Objective

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