Consumer unit2 new

UNIT II - CONTENTComponents of CommunicationCommunication ProcessCommunication StrategyMessage Factors – Structure, Order Code, AppealTypes of AppealRational, Emotional, Fear, Humor, Sex, Prestige,

Ego.Persuasion – ELM model

MEDIUM

COMMUNICATION CHANNEL

IMPERSONAL – MASS MEDIUM

INTERPERSONAL – FORMAL CONVERSATION & INFORMAL CONVERSATION

IMPERSONAL COMMUNICATION

MASS MEDIA PRINT MEDIABROADCAST MEDIAELECTRONIC MEDIANEW MEDIADIRECT MARKETING

MESSAGEVERBALNON VERBALCOMBINATION OF BOTH

FEEDBACKPERMITS THE SENDER TO REINFORCE TO

CHANGE MESSAGEEASY AND FAST IS INTERPERSONAL

COMMUNICATIONDIFFICULT IN IMPERSONAL COMMUNICATION

MARKETING COMMUNICATION

OBJECTIVESAWARENESS ABOUT PRODUCTINFORMATION OF PRODUCTINDUCE POSITIVE ATTITUDE TOWARDS

PRODUCTPERSUADE THE CONSUMER TO BUY

PRODUCTCONVINCE CONSUMER HOW THE PRODUCT

WILL SOLVE PROBLEMS

COMMUNICATION PROCESSTHE SENDER

ENCODES MESSAGE MINIMIZE BARRIERSTRIES TO CONVEY PRECISELY INTENDED WAYORGANIZATIONS ARE SENDERRECEIVER IS TARGET CONSUMER

OBJECTIVE TO INFORM TO INFLUENCE TO PERSUADE

CREDIBILITY OF SOURCE

IMPORTANCE OF CREDIBILITY

EFFECTS OF CREDIBILITY IN DECODING

HONESTY

OBJECTIVITY

Building Credibility

1.INFORMAL SOURCESTRONG INFLUENCEREASON- NON-COMMERCIALPERCEIVED AS MOST CREDIBLEADVICE SERIOUSLY CONSIDERED

BUILDING CREDIBILITY

1.FORMAL SOURCE2.NEUTRAL FORMAL SOURCES

PERCEIVED MORE CREDIBLEREPORTS, NEWSPAPER ARTICLESMORE OBJECTIVE

FORMAL COMMERCIAL SOURCEOBJECTIVE

1. PROFIT ORIENTED2 PERCEIVED AS COMMERCIAL

FACTORS AFFECTING CONSUMERS JUDGEMENT PAST PERFORMANCE REPUTATION SERVICE IMAGE SPOKESPERSON RETAIL OUTLET

CREDIBILITY OF SPOKESPERSON & ENDORSEFFECT OF PITCHMANUSE OF CELEBRITYSYNERGY BETWEEN ENDORSER & PRODUCTDEMOGRAPHIC CHARACTERISTICS OF

ENDORSER MUST BE SIMILAR TO TARGET AUDIENCE

CREDIBILITY OF ENDORSERCREDIBILITY OF CORPORATEUSE OF TESTIMONIALS

MESSAGE CREDIBILITY

REPUTATION OF RETAILERS

RETAIL ADVERTISING REINFORCES MANUFACTURER’S MESSAGE

REPUTATION OF MEDIUM

EFFECT OF TIME ON SOURCE CREDIBILITY

THE SLEEPER EFFECT

EFFECT ON HIGH CREDIBILITY SOURCE

POSITIVE AND NEGATIVE EFFECT

EFFECT DISAPPEARS AFTER SIX WEEKS

RECEIVER

TARGET AUDIENCE DECODING THE MESSAGE

FACTORS AFFECTING DECODING PERSONAL CHARACTERISTICS INVOLVEMENT WITH THE PRODUCT CONGRUENCY OF THE MESSAGE WITH THE MEDIUM RECEIVER’S MOOD

PERSONAL CHARACTERISTICS

DEMOGRAPHICS( AGE, GENDER)SOCIO CULTUTRAL MEMBERSHIPLIFESTYLEPERSONALITYATTITUDEPRIOR LEARNINGPERCEPTIONEXPERIENCE

INVOLVEMENT & CONGRUENCY

PERSONAL INVOLVEMENT

ATTENTION

LOW INVOLVEMENT OF CONSUMERS DECODE THE MESSAGE WITHIN THE CONTEXT

MOOD

EMOTIONAL APPEAL IS EFFECTIVE

POSITIVE MOOD ENHANCES LEARNING

CHANGED MOOD AFFECTS EVALUATION & RECALL

BARRIERS TO COMMUNICATION

SELECTIVE EXPOSURE TO MESSAGES

ZAPPING OF COMMERCIALS

ROAD BLOCKING

BARRIERS TO COMMUNICATIONPSYCHOLOGICAL NOISE

CLUTTER OF COMMERCIAL MESSAGEHOW TO OVERCOME

REPEATED EXPOSURE CONTRAST COPY WRITING USE OF TEASER USAGE OF SPECIALIZED MEDIA.

PSYCHOLOGICAL NOISEA.CLUTTER OF MESSAGESB.HOW TO OVERCOME

1.REPEAT EXPOSURE2.CONTRAST COPY WRITING3.USE OF TEASERS4.SPECIALISED MEDIA

FEEDBACKPROMPTACCURATERARELY DIRECT INFERED INFERED FROM-CONSUMERS ACTION,ENQUIRYREPEAT PURCHASE,SATISFACTIONHOTLINE SERVICES

FEED BACKADVERTISING RESEARCHA.IMPACT OF ADVERTISINGB.PERSUASIVE EFFECTC.SALES EFFECTD.MEDIA PREFERENCESTV PROGRAMSRECALL OFADV.

PERSUASIVE COMMUNICATIONOBJECTIVE OF COMMUNICATIONAPPROPRIATE AUDIENCEAPPROPIATE MEDIADESIGNING MESSAGEA.FOR MEDIAB.FOR AUDIENCE

COMMUNICATION STRATEGYPRIMARY OBJECTIVEA.AWARENESSB.PROMOTING SALESENCOURAGING PRACTISESREDUCING COGNITIVE DISSONANCEATTRACTING RETAIL PATRONAGECREATING FAVOURABLE IMAGE

COGNITIVE MODELSDEPICTS PROCESSEXPOSURE OF MESSAGERESULT OF EXPOSUREA.INTERESTB.DESIREC.BUYING

COGNITIVE MODELSTHREE PHASESFLOW OF PERCEPTION