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    Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron

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    Monim Ali
    This document discusses marketing communications and consumer behavior. It covers the key elements of the communications process, including the sender, receiver, message, and feedback. It also addresses issues around credibility, barriers to communication, and models for comprehensive communication. Additionally, it outlines objectives for advertising like informing, persuading, comparing, and reminding consumers. Finally, it touches on designing persuasive communications, message presentation strategies, and types of advertising appeals.

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    Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron

    Uploaded by

    Monim Ali
    66 views12 pages
    This document discusses marketing communications and consumer behavior. It covers the key elements of the communications process, including the sender, receiver, message, and feedback. It also addresses issues around credibility, barriers to communication, and models for comprehensive communication. Additionally, it outlines objectives for advertising like informing, persuading, comparing, and reminding consumers. Finally, it touches on designing persuasive communications, message presentation strategies, and types of advertising appeals.

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    This document discusses marketing communications and consumer behavior. It covers the key elements of the communications process, including the sender, receiver, message, and feedback. It also addresses issues around credibility, barriers to communication, and models for comprehensive communication. Additionally, it outlines objectives for advertising like informing, persuading, comparing, and reminding consumers. Finally, it touches on designing persuasive communications, message presentation strategies, and types of advertising appeals.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    66 views12 pages

    Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron

    Uploaded by

    Monim Ali
    This document discusses marketing communications and consumer behavior. It covers the key elements of the communications process, including the sender, receiver, message, and feedback. It also addresses issues around credibility, barriers to communication, and models for comprehensive communication. Additionally, it outlines objectives for advertising like informing, persuading, comparing, and reminding consumers. Finally, it touches on designing persuasive communications, message presentation strategies, and types of advertising appeals.

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    You are on page 1of 12

    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

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