CommunicationBBA2, Consumer Behaviour

Communication process

Psychologically, what stimulates communication?

What leads to barrier?

Source of CB communication1) Formal – from the company itself

- media, sales promo, sponsorship

- More control, lower credibility

2) Informal – people all around you- friends, peers, reference groups

- Word of mouth

- No control, high credibility

Reference groups1) Normative reference groups

- family, society

- Defines what is good and what is bad

2) Comparative reference group- The way of living of whom I admire

3) Membership group- students, fitness club etc

Word of mouth environmentOpinion leadership – when a person informally influences the actions and attitudes of others

How would word of mouth occur?

1) Personally

2) Online- Social networks

- Brand communities

- blogs

Marketing application of word of mouth1) Referral programs

- Bring in your friend and have 50% discount

2) Buzz agents- Receiving bonuses for talking about the product

3) Search related word of mouth

4) Viral marketing- Providing interesting content to share

Viral marketing1) Giving away something

2) Making people feel something

3) Doing something unexpected

4) Healthy dose of humour

5) Using existing network

Best viral marketing examples1) Hotmail – 1996 / 1997 = 12 mil users in 18 month

2) Blendtec – 2006 = will it blend?

http://www.youtube.com/watch?v=rofgMueCOqo

3) The best job ever campaign – 2009

Queensland, Australia, 40% up in search, 10 000 bookings

4) Dumb ways to die – 2013, Mellbourne metro station, - 20% accidents

5) First Moon Party

https://www.youtube.com/watch?v=NEcZmT0fiNM

Tackling negative rumours1) Established vs unknown brands

2) You have to respond

3) Individualise response

4) Be fast. Be positive

5) Appreciate the comment, not hide from it

Super Size Me example, 2004

https://www.youtube.com/watch?v=I1Lkyb6SU5U

Credibility of formal sources1) Past performance

2) Reputation

3) The image & attractiveness of the spokesperson

4) The type of media

5) The loyalty to the brand

Spokesperson credibility1) Employee – CEO, etc

2) Paid celebrities

Examples in both cases?

Davie Brown Index

Celebrity usage1) High or low comprehension of the message

2) Is there appropriate fit between the person and the product?

3) Demography similarity to the target audience

4) Recognized competence of the spokesperson

Choosing media for communicationMass media – reaching the masses

Media strategy includes:

1) Consumer profile

2) Media audience profile

3) The balance of two

Choosing the right media (1)TV

Radio

Large masses Too cluttered

Best use of audio, video and movement Can switch to other channels

Big concentration, not much clutter Substitutes for TV

Very expensive

Persuasive secondary medium Lack of visibility

Flexible, targeted Relatively passive consumption

Can listen to it everywhere

Choosing the right media (2)Print

Internet

Can provide very detailed information Heavy decrease in consumption

Could be good at building image Not interactive

Ads look very much alike

Very precise metrics Can be very much intrusive

Can be very interactive Too much clutter

Especially effective with young audience

Choosing the right media (3)Billboards

Cinema

To catch those on the go Very short information

Very impressive visualization No reliable statistics

People are more relaxed, not in a hurry Can skip the advertising part

Good medium for entertainment stuff No reliable statistics, no targeting

Global ad spendsTotal ad spending 2014 = 545 billion (US = 180 billion = 33%)

Non – traditional media1) Customized – can be addressed to specific person

2) Interactive – involves audience, active

3) Response – is usually easier to measure

1)Public spaces: toilets, mirrors, fitness clubs etc

2) Digital billboards and displays

3) Context ads – Facebook, Google

4) Mobile advertising

5) Application marketing

Non – traditional media examples

New Grip bottle - http://www.youtube.com/watch?v=KPwp_c78USY

Structuring Commercial message1) Advertising resonance = double meaning

2) Message framing – positive or negative?

Psychological advertising appeal1) Comparative advertising

Samsung S4 - https://www.youtube.com/watch?v=mLd9hjl3Kds

2) Fear- Social campaigns

3) Humour – is it related to the topic advertised

https://www.youtube.com/watch?v=yR0lWICH3rY

4) Sex – is it related

https://www.youtube.com/watch?v=340cDf1D3Fc

Main principles of ad message Advertising sells, not entertains

Concentrate only on one idea at a time

KIS principle – Keep It Simple

You are not always your audience

Only the most important information

Use very clear language, no jargons

Don’t forget call to action

Communicating “unconventional products”

1) Associations

2) Show end result

http://www.youtube.com/watch?v=xWkZ_StRjU0

2) Humour

http://www.youtube.com/watch?v=ZKLnhuzh9uY

Additional points to earnFind 1 example of not so good commercial (TV, print, online, outdoor) and provide your suggestions for making it better.

Send it to me on polina.nazarova@gmail.com by Friday, 13.02, 20:00

Top 3 students will have a possibility to present their case (3-5 min), earn 20 points

Other students that have sent in relevant info, receive 10 points