Schiff Cb Ce 08

8/13/2019 Schiff Cb Ce 08

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Chapter 8

Communication and ConsumerBehaviour

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright 2006

Pearson Education Canada Inc.


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Copyright 2006 Pearson Education Canada Inc. 8-2

Opening Vignette

What is Mad Cow Disease?

- communication is the key to changing attitudes

- Communication can be written, verbal, visual

or a combination of all three
http://www.cattle.ca/NEWSROOM/NewsCurrent/bse_index_page_2.htm


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Copyright 2006 Pearson Education Canada Inc.8-3

What is Communication?

The transmission of a message from a

sender to a receiver via a medium of

transmission.


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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


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Factors That Affect The

Communication ProcessCharacteristics of the source

Message characteristicsCharacteristics of the receiver

Characteristics of the medium


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Issues in Credibility

Credibility of Informal Sources Opinion leaders

Credibility of Impersonal, Neutral Sources Credibility of Marketer-Related Sources

Credibility of Spokespersons and Endorsers

Sleeper Effect


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Endorser Credibility Is High

When Match exists between product attributes and

endorser attributes

Match exists between demographic

characteristics of target audience and

endorser

The product lies within the competence ofthe endorser


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Endorser credibilityContd

Endorser credibility is not a substitute for

corporate credibility

Is important when message

comprehension is low


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Sleeper Effect

The idea that both positive and negative

credibility effects tend to disappear after a

period of time.

Differential decay: memory of negative

cues disappear faster than the message itself

Source is forgotten before the message


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Copyright 2006 Pearson Education Canada Inc.

8-12

Message Characteristics

Message Credibility

Reputation of the retailer

Consumers previous experience with product

Reputation of the medium


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Message Characteristics- contd

Message Structure and Presentation

Resonance or wordplay

Message Framing: positive or negative

One-sided versus Two-sided Messages

Comparative Advertising

Order Effects

Repetition


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Message Characteristics- contd

Advertising Appeal Used

Factual or Emotional

Types of Emotional AppealsFear

Humor

Abrasive advertisingSex in advertising


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Characteristics of the Target

Market Demographic Characteristics

Involvement and Congruency

central route to persuasion for high

involvement products

peripheral route to persuasion for low

involvement products Mood


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Characteristics of the Medium -

Newspaper Access to large

audiences

Effective for local

reach Flexible

Fast

Feedback possiblethrough couponredemption, etc.

Not selective

Short message life

Clutter Cost varies based on

ad size and vehicle

circulation


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Magazines Highly selective

Selective binding

possible

High quality

production

High credibility

Long message life

High pass along rate

Long lead time

High clutter

Delayed and indirectfeedback

Rates vary based on

circulation and

selectivity


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Television Large audiencespossible

Appeals to manysenses

Emotion and attentionpossible

Demonstration

possible Very high costs

overall

Low costs per contact

Long lead time

High clutter

Short message life

Viewers can avoidexposure with

zapping, etc.

Day-after recall testsfor feedback


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Radio High geographic

and demographic

selectivity Short lead time

Relatively

inexpensive Good local

coverage

Short exposure time

Audio only

High clutter

Zapping possible

Delayed feedback

through day-after

recall tests


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Internet Potential for audience

selectivity

Customized tracking

possible and otherfeedback tools

possible

Useful for branding

and reinforcement of

messages

Demographic skew to

audience

Very high clutter

Zapping possible

Great variation in

pricing

Privacy concerns


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Characteristics of the Medium

Direct Mail High audience

selectivity

Personalizationpossible

Novel, interesting

stimuli possible

Low clutter

Perception of junk

mail

Feedback possiblethrough response

High cost per contact


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Characteristics of the Medium

Direct Marketing

Development of

databases High audience

selectivity

Relatively free of

clutter

Privacy concerns

Measurable responses Cost per inquiry, cost

per sale, revenue per

ad can be calculated


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Barriers to Communication

Selective PerceptionWandering, Zapping, Zipping, and Channel

SurfingCombat with Roadblocking

Psychological Noise

Combat with repeated exposures, contrast in thecopy, and teasers


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Copyright 2006 Pearson Education Canada Inc.8

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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 marketingcommunications
http://www.drinkmilk.ca/

Schiff Cb Ce 08

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