SHIFFMAN Communication Reduced

Slide 1

COMMUNICATION & CONSUMER BEHAVIOURINTRODUCTION COMMUNICATION IS THE LINK BETWEEN THE INDIVIDUAL AND SOCIETY.COMMUNICATION IS THE TOOL THAT MARKETERS USE TO PERSUADE CONSUMERS TO ACT IN A DESIRED WAY. COMPONENTS OF COMMUNICATIONMOST MARKETERS WOULD AGREE THAT COMMUNICATION IS THE TRANSMISSION OF A MESSAGE FROM A SENDER TO A RECEIVER VIA A MEDIUM (OR CHANNEL) OF TRANSMISSION. AN ESSENTIAL COMPONENT IS FEEDBACK, WHICH ALERTS THE SENDER AS TO WHETHER THE INTENDED MESSAGE WAS, IN FACT, RECEIVED.

THE SENDERTHE SENDER IS THE INITIATOR OF THE COMMUNICATION AND CAN BE A FORMAL OR INFORMAL SOURCE. A FORMAL COMMUNICATIONS SOURCE MIGHT BE THE ORGANIZATION COMMUNICATING THE MESSAGE. AN INFORMAL SOURCE MIGHT BE A PARENT OR A FRIEND WHO GIVES PRODUCT INFORMATION OR ADVICE.INFORMAL WORD-OF-MOUTH COMMUNICATION TENDS TO BE HIGHLY PERSUASIVE.

THE RECEIVERTHE RECEIVER IS THE TARGETED PROSPECT OR A CUSTOMER THERE ARE ALSO INTERMEDIARY AUDIENCES FOR A MESSAGE, SUCH AS WHOLESALERS, DISTRIBUTORS, AND RETAILERS WHO RECEIVE TRADE.THE MEDIUMTHE MEDIUM IS THE CHANNEL OR WAY THE MESSAGE IS COMMUNICATED.IT CAN BE AN IMPERSONAL COMMUNICATIONS CHANNEL, SUCH AS A MASS MEDIUM LIKE A NEWSPAPER OR TELEVISION PROGRAM.

IT CAN BE AN INTERPERSONAL COMMUNICATIONS CHANNEL A FORMAL CONVERSATION BETWEEN A SALESPERSON AND A CUSTOMER.

MASS MEDIA ARE GENERALLY CLASSIFIED AS PRINT (E.G., NEWSPAPERS), BROADCAST (RADIO, TELEVISION), OR ELECTRONIC (THE INTERNET). DIRECT MARKETERSOFTEN CALLED DATABASE MARKETERSSEEK RESPONSES FROM ADVERTISEMENTS THEY HAVE PLACED IN ALL THE MASS MEDIA AND DIRECT MAIL.

DESIGNING PERSUASIVE COMMUNICATIONSCOMMUNICATIONS STRATEGYTHE SPONSOR MUST FIRST ESTABLISH THE PRIMARY COMMUNICATIONS OBJECTIVES, WHICH MIGHT BE :AWARENESS, PROMOTING SALES, ENCOURAGING CERTAIN PRACTICES, ETC.COGNITIVE MODELS HAVE BEEN USED TO DESCRIBE THE COMMUNICATIONS PROCESS.TODAY, OTHER MODELS ARE GAINING POPULARITY. FOR EXAMPLE A MODEL BASED ON PERCEPTION, EXPERIENCE, AND MEMORY.TARGET AUDIENCESELECTION OF THE APPROPRIATE AUDIENCE IS KEY. THE SPONSOR SHOULD SEGMENT THE AUDIENCE INTO HOMOGENEOUS GROUPS WITH SOME RELEVANT CHARACTERISTIC. THIS ENABLES THE MARKETER TO CREATE SPECIFIC MESSAGES FOR EACH TARGET GROUP AND RUN THEM IN SPECIFIC MEDIA THAT ARE SEEN OR HEARD BY EACH TARGET GROUP.THERE IS A NEED FOR AN UMBRELLA MESSAGE FOR ALL AUDIENCES FROM WHICH THEY SPIN OFF SPECIFIC MESSAGES FOR TARGETED SEGMENTS.MEDIA STRATEGYFIRST, THE SPONSOR SHOULD DEVELOP A CONSUMER PROFILE OF THE TARGET MARKET.NEXT, A MEDIUM WITH AN APPROPRIATE AUDIENCE PROFILE NEEDS TO BE SELECTED.BEFORE SELECTING A SPECIFIC MEDIUM, THE ADVERTISER NEEDS TO SELECT A GENERAL MEDIA CATEGORY THAT WILL ENHANCE THE MESSAGE.THEY CAN THEN CHOOSE THE SPECIFIC MEDIUM (OR MEDIA) IN THAT CATEGORY THAT REACHES THEIR INTENDED AUDIENCES.

MESSAGE STRATEGIESTHE MESSAGE IS THE THOUGHT, IDEA, ATTITUDE, IMAGE, OR OTHER INFORMATION THAT THE SENDER WISHES TO CONVEY TO THE INTENDED AUDIENCE.SENDERS MUST RECOGNIZE :-WHAT THEY ARE TRYING TO SAY -THEIR AUDIENCES CHARACTERISTICS -SO THEY CAN ENCODE THE MESSAGE APPROPRIATELY.USE THE ELABORATION LIKELIHOOD MODEL (ELM) --THAT, FOR HIGH-INVOLVEMENT PRODUCTS, FOLLOW THE CENTRAL ROUTE TO PERSUASION; -- PRESENT ADVERTISEMENTS WITH STRONG, WELL-DOCUMENTED, ARGUMENTS THAT ENCOURAGES COGNITIVE PROCESSING.WHEN INVOLVEMENT IS LOW, PROVIDE THE CONSUMER WITH PLEASANT, INDIRECT ASSOCIATIONS WITH THE PRODUCT USING PERIPHERAL ROUTE TO PERSUASION.MESSAGE FRAMING SHOULD A MARKETER STRESS THE BENEFITS TO BE GAINED BY USING A SPECIFIC PRODUCT (POSITIVE MESSAGE FRAMING), THE BENEFITS TO BE LOST BY NOT USING THE PRODUCT (NEGATIVE MESSAGE FRAMING)THE APPROPRIATE MESSAGE FRAMING DECISION DEPENDS ON :-THE CONSUMERS ATTITUDES -CHARACTERISTICS-THE PRODUCT ITSELF. ONE-SIDED MESSAGESTELL CONSUMERS ONLY THE GOOD POINTS (BENEFITS). MOST EFFECTIVELY USED : -IF THE AUDIENCE IS FRIENDLY, -IF IT INITIALLY FAVORS THE COMMUNICATORS POSITION, OR -IF IT IS NOT LIKELY TO HEAR AN OPPOSING ARGUMENT.

TWO-SIDED MESSAGES TELL CONSUMERS BOTH GOOD (BENEFITS) AND BAD (DISADVANTAGES) POINTS OF THE PRODUCT. -MOST EFFECTIVELY USED WHEN THE TARGET AUDIENCE IS CRITICAL OR -IF IT IS WELL EDUCATED, OR -IF IT IS LIKELY TO HEAR OPPOSING CLAIMS.

COMPARATIVE ADVERTISINGCLAIMS PRODUCT SUPERIORITY OVER ONE OR MORE IDENTIFIED COMPETITORS, EITHER ON AN OVERALL BASIS OR ON SELECTED PRODUCT ATTRIBUTES. COMPARATIVE ADVERTISING IS USEFUL IN : -PRODUCT POSITIONING, -TARGET MARKET SELECTION, AND -BRAND POSITIONING STRATEGIES.A DOWNSIDE TO COMPARATIVE ADS MAY BE THAT THEY ASSIST RECALL OF THE COMPETITORS BRAND AT THE EXPENSE OF THE ADVERTISED BRAND.POSITIVESIDE -AdS ARE FOUND TO ELICIT HIGHER LEVELS OF COGNITIVE PROCESSING ACTIVITY (HIGH-INVOLVEMENT), -BETTER RECALL THAN NONCOMPARATIVE ADS-PERCEIVED AS MORE RELEVANT.ORDER EFFECTS THE ORDER IN WHICH A MESSAGE IS PRESENTED AFFECTS AUDIENCE RECEPTIVITY. ON TELEVISION, THE POSITION OF A COMMERCIAL IN A COMMERCIAL POD CAN BE CRITICAL. THE COMMERCIALS SHOWN FIRST ARE RECALLED BEST, THOSE IN THE MIDDLE THE LEAST. MAGAZINE PUBLISHERS RECOGNIZE THE IMPACT OF ORDER EFFECTS BY PRICING MORE FOR ADS ON THE FRONT, BACK, AND INSIDE COVERS OF MAGAZINES THAN FOR THE INSIDE MAGAZINE PAGES, BECAUSE OF THEIR GREATER VISIBILITY AND RECALL.ORDER IS ALSO IMPORTANT IN LISTING PRODUCT BENEFITS WITHIN AN AD.

IF AUDIENCE INTEREST IS LOW, THE MOST IMPORTANT POINT SHOULD BE MADE FIRST TO ATTRACT ATTENTION.

IF INTEREST IS HIGH, PRODUCT BENEFITS CAN BE ARRANGED IN ASCENDING ORDER, WITH THE MOST IMPORTANT POINT MENTIONED LAST. WHEN BOTH FAVORABLE INFORMATION AND UNFAVORABLE INFORMATION ARE TO BE PRESENTED (E.G., IN AN ANNUAL STOCKHOLDERS REPORT), PLACING THE FAVORABLE MATERIAL FIRST OFTEN PRODUCES GREATER TOLERANCE FOR THE UNFAVORABLE NEWS.REPETITION IS AN IMPORTANT FACTOR IN LEARNING.REPETITION, OR FREQUENCY OF THE AD AFFECTS :PERSUASION, AD RECALL, BRAND NAME RECALL, AND BRAND PREFERENCES.

MULTIPLE MESSAGE EXPOSURES GIVES CONSUMERS MORE OPPORTUNITY TO INTERNALIZE : -PRODUCT ATTRIBUTES, -TO DEVELOP STRONGER ASSOCIATIONS -MORE POSITIVE ATTITUDES, AND -INCREASED WILLINGNESS TO RESIST COMPETITIVE COUNTER-PERSUASION EFFORTS.ADVERTISING APPEALSFACTUAL AND EMOTIONAL APPEAL EFFECTIVENESS VARIES WITH THE CIRCUMSTANCE AND THE AUDIENCE. REASONING APPEALS ARE MORE EFFECTIVE IN PERSUADING EDUCATED AUDIENCES. EMOTIONAL APPEALS ARE MORE EFFECTIVE IN PERSUADING LESS EDUCATED AUDIENCES.FEAR IS AN EFFECTIVE APPEALSOME RESEARCHERS HAVE FOUND A NEGATIVE RELATIONSHIP BETWEEN THE INTENSITY OF FEAR APPEALS AND THEIR ABILITY TO PERSUADE. STRONG FEAR APPEALS TEND TO BE LESS EFFECTIVE THAN MILD FEAR APPEALS.

THERE IS NO SINGLE EXPLANATION OF THE RELATIONSHIP BETWEEN FEAR APPEALS AND PERSUASIVENESS. MARKETERS MUST ALSO CONSIDER THAT THE MENTION OF POSSIBLE DETRIMENTAL SIDE EFFECTS OF USING A PRODUCT WHILE PROCLAIMING ITS BENEFITS MAY RESULT IN NEGATIVE ATTITUDES TOWARD THE PRODUCT ITSELF.HUMORA SIGNIFICANT PORTION OF ADS USE HUMOR BECAUSE MARKETERS BELIEVE IT INCREASES THE ACCEPTANCE AND PERSUASIVENESS OF THE COMMUNICATION SHOULD BE USED SELECTIVELY -BECAUSE THERE ARE SO MANY QUALIFYING CONDITIONS TO ITS EFFECTIVENESS. -AUDIENCE CHARACTERISTICS HAVE A SIGNIFICANT IMPACT. ABRASIVE ADVERTISINGTHEY WORK BECAUSE OF THE SLEEPER EFFECT, AS ONLY THE BRAND NAME AND THE PERSUASIVE MESSAGE ARE RETAINED OVER TIME.ALL OF US HAVE AT ONE TIME OR ANOTHER BEEN REPELLED BY SO-CALLED AGONY COMMERCIALS, WHICH DEPICT IN DIAGRAMMATIC DETAIL OF THE INTESTINAL EFFECTS OF HEARTBURN, INDIGESTION, CLOGGED SINUS CAVITIES, HAMMER-INDUCED HEADACHES, AND THE LIKE.

NEVERTHELESS, PHARMACEUTICAL COMPANIES OFTEN RUN SUCH COMMERCIALS WITH GREAT SUCCESS BECAUSE THEY APPEAL TO A CERTAIN SEGMENT OF THE POPULATION THAT SUFFERS FROM AILMENTS HAVING LITTLE SYMPATHY FROM FAMILY AND FRIENDS.SEX IN ADVERTISINGSENSUAL ADVERTISING IS BEING EXTENSIVELY USED IN PRINT MEDIA AND THE AIRWAVES. A STUDY EXAMINED THE EFFECTS OF SEXUAL ADVERTISING APPEALS ON COGNITIVE PROCESSING AND COMMUNICATION EFFECTIVENESS FOUND THAT :SEXUAL APPEALS INTERFERE WITH MESSAGE COMPREHENSION, PARTICULARLY WHEN THERE IS SUBSTANTIAL INFORMATION TO BE PROCESSED.IT IS FOUND THAT :-MORE PRODUCT-RELATED THINKING OCCURS IN RESPONSE TO NONSEXUAL APPEALS-VISUAL SEXUAL ELEMENTS IN THE AD ARE MORE LIKELY TO BE PROCESSED THAN THE VERBAL CONTENT DRAWING COGNITIVE PROCESSING AWAY FROM PRODUCT OR MESSAGE EVALUATION. THESE AND OTHER FINDINGS SUPPORT THE THEORY THAT SEXUAL ADVERTISING APPEALS OFTEN DETRACT FROM THE PROCESSING OF MESSAGE CONTENT.THERE ARE STRONG INDICATIONS THAT THE TYPE OF INTEREST THAT SEX EVOKES OFTEN STOPS EXACTLY WHERE IT STARTEDWITH SEX. IF SEX IS IRELEVANT TO THE PRODUCT IT HAS LITTLE IMPACT ON THE CONSUMER THE ADVERTISER MAY BE GIVING UP PERSUASIVENESS TO ACHIEVE STOPPING POWER.THE ADVERTISER MUST BE SURE THAT THE PRODUCT, THE AD, THE TARGET AUDIENCE, AND THE USE OF SEXUAL THEMES AND ELEMENTS ALL WORK TOGETHER. WHEN SEX IS RELEVANT TO THE PRODUCT (PERFUMES), IT CAN BE EXTREMELY POTENT COPY THEME.AUDIENCE PARTICIPATIONTHE PROVISION OF FEEDBACK.THIS IS IMPORTANT TO SENDERS, BECAUSE IT ENABLES THEM TO DETERMINE WHETHER AND HOW WELL COMMUNICATION HAS TAKEN PLACE. IT ALSO IS IMPORTANT TO RECEIVERS, BECAUSE IT ENABLES THEM TO PARTICIPATE, TO BE INVOLVED, TO EXPERIENCE IN SOME WAY THE MESSAGE ITSELF. IT REINFORCES THE MESSAGE TO THE RECEIVERS.MARKETING COMMUNICATION AND ETHICSTHE KEYS TO EFFECTIVE MARKETING COMMUNICATIONS ARE DEVELOPING THE RIGHT PERSUASIVE MESSAGE DELIVERING IT TO THE RIGHT AUDIENCE. PRECISION TARGETINGTHE CONSUMERS LOSS OF PRIVACY IS AN INCREASINGLY PROBLEMATIC ETHICAL ISSUE MARKETERS IDENTIFY AND REACH OUT TO INCREASINGLY SMALLER AUDIENCES THROUGH INNOVATIVE MEDIA.

ADVERTISERS ARE INCREASINGLY ADOPTING NARROWCASTING A TECHNIQUE TO SEND VERY DIRECTED MESSAGES TO VERY SMALL AUDIENCES ON AN ONGOING BASIS.

NARROWCASTING IS MADE POSSIBLE THROUGH THE EFFORTS OF SOPHISTICATED DATA PROVIDERS WHO COMPILE INDIVIDUAL PROFILES FORM CENSUS DATA, TAX RECORDS, CREDIT CARD COMPANIES, BANKS, DIRECT MAIL RESPONSES, SURVEYS AND PRODUCT WARRANTY CARDS COMPLETED BY CONSUMERS AND FROM INTERNAL SALES RECORDS PROVIDED BY COMPANIES.

SOPHISTICATED ANALYSIS OF SUCH DATA ENABLES THE COMPILATION OF EXTREMELY SPECIALIZED LISTS OF CONSUMERS.

BECAUSE OF TECHNOLOGY SUCH AS CELL PHONES OR THE GPS INTEGRATED INTO YOUR CAR, MARKETERS CAN NOW LEARN WHERE YOU ARE.