Communication and Consumer

Behaviour

Consumer Behaviour
Presentation
Ma’am Farasat
Waqas
Javed

MB-
12-05
What is Communication?

 The transmission of a message from a sender to a

receiver via a medium of transmission.
Elements of the Communication Process

 The Message Initiator (the Source)

 The Sender
 The Receiver
 The Medium
 The Message
 The Target Audience (the Receivers)
 Feedback - the Receiver’s Response
Basic Communication Model

■ The Communication Process

Source Encoding Message Medium Decoding Receiver

Feedback
Factors Affecting Communication Process

 Characteristics of the source

 Message characteristics
 Characteristics of the receiver
 Characteristics of the medium
Message Characteristics

 Source Credibility
– Reputation of the retailer
– Consumer’s previous experience with product
– Reputation of the medium
Message Characteristics

 Message Structure and Presentation

– Resonance or wordplay
– Message Framing: positive or negative
– One-sided versus Two-sided Messages
– Comparative Advertising
– Order Effects
– Repetition
Message Characteristics
 Advertising Appeal Used
– Factual or Emotional
 Types of Emotional Appeals
– Fear
– Humor
– Abrasive advertising
– Sex in advertising
M. Amir

MB-12-50
Medium

 Medium can be:

– Impersonal (mass media)
– Interpersonal (with salesperson or a friend)
– Interactive (direct feedback possibility exists)
Characteristics of the Medium - Newspaper

 Access to large  Not selective

audiences  Short message life
 Effective for local reach
 Clutter
 Flexible
 Cost varies based on ad
 Fast
size and vehicle
 Feedback possible
circulation
through coupon
redemption, etc.
Characteristics of the Medium - Magazines

 Highly selective  High clutter

 Selective binding  Delayed and indirect
possible feedback
 High quality production  Rates vary based on
 High credibility circulation and
 Long message life
selectivity
 High pass along rate
Characteristics of the Medium - Television

 Large audiences  Long lead time

possible  High clutter
 Appeals to many senses
 Short message life
 Emotion and attention
possible  Viewers can avoid

 Demonstration possible
exposure with zapping
 Very high costs overall  Day-after recall tests for
feedback
Characteristics of the Medium - Radio

 High geographic and  Short exposure time

demographic selectivity  High clutter
 Audio only  Zapping possible
 Relatively inexpensive  Delayed feedback
 Good local coverage through day-after recall
tests
Characteristics of the Medium - Internet

 Potential for audience  Demographic skew to

selectivity audience
 Customized tracking  Very high clutter
possible and other  Zapping possible
feedback tools possible  Great variation in
 Useful for branding and pricing
reinforcement of  Privacy concerns
messages
Characteristics of the Medium – Direct Mail

 High audience  Perception of junk mail

selectivity  Feedback possible
 Personalization possible through response
 Novel, interesting
stimuli possible
 Low clutter
Characteristics of the Medium – Direct Marketing

 Development of  Privacy concerns

databases  Measurable responses
 High audience  Cost per inquiry, cost
selectivity per sale, revenue per ad
 Relatively free of clutter can be calculated
Characteristics of the Target Market

 Personal characteristics and comprehension

 Involvement and congruency
 Mood
 Barriers to communication
– Selective exposure to messages
– Psychological noise
Feedback: The Receiver’s Response

 Feedback should be gathered:

– Promptly
– Accurately
Humayoon Askry
MB-12-14
Issues in Credibility

 Credibility of Informal Sources

 Credibility of Impersonal, Neutral Sources
 Credibility of Spokespersons and Endorsers
 Sleeper Effect
The Message Source
Issues with
Credibility
 Credibility of Informal  Includes word of mouth
Sources  These sources also
 Credibility of Formal called opinion leaders
Sources  Informal sources may

 Credibility of
not always be credible
Spokespersons and
Endorsers
 Message Credibility
The Message Source
Issues with
Credibility
 Credibility of Informal  Neutral sources have the
Sources greatest credibility
 Source credibility judged on
 Credibility of Formal past
Sources performance, reputation, servic
 Credibility of e, quality, spokesperson
image, retailers, social
Spokespersons and responsibility
Endorsers  Institutional advertising used to
 Message Credibility promote favorable company
image
The Message Source
Issues with
Credibility
 Credibility of Informal  Effectiveness related to:
Sources – The message
– Synergy between endorser
 Credibility of Formal and type of product
Sources – Demographic characteristics
 Credibility of of endorser
– Corporate credibility
Spokespersons and
– Endorsement wording
Endorsers
 Message Credibility
This ad has
strong synergy
between the
endorser and
the type of
product.
The Message Source
Issues with
Credibility
 Credibility of Informal  Credibility of retailers
Sources  Reputation of the
 Credibility of Formal medium that carries the
Sources ad
 Consumer’s previous
 Credibility of
Spokespersons and experience with product
Endorsers
 Message Credibility
MB-12-32 Khurram
Khalil
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
Communication and Marketing Strategy

 Establish communication objectives

 Select target audience
 Choose the best media
 Develop suitable message strategies
– Match message with audience characteristics
– Develop suitable message structure, presentation
– Develop suitable message appeals
 Reduce barriers to effective communication
 Measure effectiveness of marketing communications
Designing Persuasive Communications

 Message Presentation
– Resonance
– Message Framing
– Comparative advertising
– One-sided Versus Two-sided Messages
– Order Effects
Omer
Shahzad
MB-12-08
Designing Persuasive Communications

 Message Presentation
– Resonance
– Message Framing
– Comparative advertising
– One-sided Versus Two-sided Messages
– Order Effects
Designing Persuasive Communications
Message Structure
and Presentation
 Resonance  Wordplay
 Message framing  Used to create a double
 Comparative
meaning when used
advertising with a relevant picture
 Order effects
Wordplay on
Cigarettes
Cases of
Morven Gold
Designing Persuasive Communications
Message Structure
and Presentation
 Resonance  Positive framing
 Message framing  Negative framing
 One-sided vs. two-sided
 Comparative
advertising
 Order effects
Positive Framing in Fair & Lovely Ad
This ad uses
negative
framing.
Designing Persuasive Communications
Message Structure
and Presentation
 Resonance  Marketer claims product
 Message framing superiority over another
 Comparative
brand
 Useful for positioning
advertising
 Order effects
Wordplay on
Death
Cigarettes
Comparative
ad scenario
between
GoAir and
KingFisher
Airlines
Dove in a comparative ad against Pantene
Designing Persuasive Communications
Message Structure
and Presentation
 Resonance  Primacy effect
 Message framing  Recency effect
 Comparative
advertising
 Order effects
Nouman
Ashraf
MB-12-48
Advertising Appeals

 Fear
 Humor
 Abrasive advertising
 Sex in advertising
 Audience participation
Fear Appeal
Sex in Advertisement Appeal
Humor Appeal
Impact of Humor on Advertising
•Humor attracts attention.
•Humor does not harm comprehension.
•Humor is not more effective at increasing persuasion.
•Humor does not enhance source credibility.
•Humor enhances liking.
•Humor that is relevant to the product is superior to humor that is unrelated to the
product.
•Audience demographic factors affect the response to humorous advertising
appeals.
•The nature of the product affects the appropriateness of a humorous treatment.
•Humor is more effective with existing products than with new products.
•Humor is more appropriate for low-involvement products and feeling-oriented
products than for high-involvement products.
Message Effectiveness

 Market communications are designed for a target

audience
 The effectiveness can be measured through
communication feedback
Communication Feedback

 Exposure effects
 Persuasion effects
 Sales effects
Summary

 Communication process
 Barriers to communication
 Modes of designing an effective message
 Effective advertising appeals
 Feedback importance for message effectiveness