Consumer unit2 new
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Transcript of Consumer unit2 new
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UNIT II - CONTENTComponents of CommunicationCommunication ProcessCommunication StrategyMessage Factors – Structure, Order Code, AppealTypes of AppealRational, Emotional, Fear, Humor, Sex, Prestige,
Ego.Persuasion – ELM model
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MEDIUM
COMMUNICATION CHANNEL
IMPERSONAL – MASS MEDIUM
INTERPERSONAL – FORMAL CONVERSATION & INFORMAL CONVERSATION
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IMPERSONAL COMMUNICATION
MASS MEDIA PRINT MEDIABROADCAST MEDIAELECTRONIC MEDIANEW MEDIADIRECT MARKETING
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MESSAGEVERBALNON VERBALCOMBINATION OF BOTH
FEEDBACKPERMITS THE SENDER TO REINFORCE TO
CHANGE MESSAGEEASY AND FAST IS INTERPERSONAL
COMMUNICATIONDIFFICULT IN IMPERSONAL COMMUNICATION
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MARKETING COMMUNICATION
OBJECTIVESAWARENESS ABOUT PRODUCTINFORMATION OF PRODUCTINDUCE POSITIVE ATTITUDE TOWARDS
PRODUCTPERSUADE THE CONSUMER TO BUY
PRODUCTCONVINCE CONSUMER HOW THE PRODUCT
WILL SOLVE PROBLEMS
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COMMUNICATION PROCESSTHE SENDER
ENCODES MESSAGE MINIMIZE BARRIERSTRIES TO CONVEY PRECISELY INTENDED WAYORGANIZATIONS ARE SENDERRECEIVER IS TARGET CONSUMER
OBJECTIVE TO INFORM TO INFLUENCE TO PERSUADE
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CREDIBILITY OF SOURCE
IMPORTANCE OF CREDIBILITY
EFFECTS OF CREDIBILITY IN DECODING
HONESTY
OBJECTIVITY
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Building Credibility
1.INFORMAL SOURCESTRONG INFLUENCEREASON- NON-COMMERCIALPERCEIVED AS MOST CREDIBLEADVICE SERIOUSLY CONSIDERED
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BUILDING CREDIBILITY
1.FORMAL SOURCE2.NEUTRAL FORMAL SOURCES
PERCEIVED MORE CREDIBLEREPORTS, NEWSPAPER ARTICLESMORE OBJECTIVE
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FORMAL COMMERCIAL SOURCEOBJECTIVE
1. PROFIT ORIENTED2 PERCEIVED AS COMMERCIAL
FACTORS AFFECTING CONSUMERS JUDGEMENT PAST PERFORMANCE REPUTATION SERVICE IMAGE SPOKESPERSON RETAIL OUTLET
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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
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MESSAGE CREDIBILITY
REPUTATION OF RETAILERS
RETAIL ADVERTISING REINFORCES MANUFACTURER’S MESSAGE
REPUTATION OF MEDIUM
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EFFECT OF TIME ON SOURCE CREDIBILITY
THE SLEEPER EFFECT
EFFECT ON HIGH CREDIBILITY SOURCE
POSITIVE AND NEGATIVE EFFECT
EFFECT DISAPPEARS AFTER SIX WEEKS
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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
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PERSONAL CHARACTERISTICS
DEMOGRAPHICS( AGE, GENDER)SOCIO CULTUTRAL MEMBERSHIPLIFESTYLEPERSONALITYATTITUDEPRIOR LEARNINGPERCEPTIONEXPERIENCE
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INVOLVEMENT & CONGRUENCY
PERSONAL INVOLVEMENT
ATTENTION
LOW INVOLVEMENT OF CONSUMERS DECODE THE MESSAGE WITHIN THE CONTEXT
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MOOD
EMOTIONAL APPEAL IS EFFECTIVE
POSITIVE MOOD ENHANCES LEARNING
CHANGED MOOD AFFECTS EVALUATION & RECALL
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BARRIERS TO COMMUNICATION
SELECTIVE EXPOSURE TO MESSAGES
ZAPPING OF COMMERCIALS
ROAD BLOCKING
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BARRIERS TO COMMUNICATIONPSYCHOLOGICAL NOISE
CLUTTER OF COMMERCIAL MESSAGEHOW TO OVERCOME
REPEATED EXPOSURE CONTRAST COPY WRITING USE OF TEASER USAGE OF SPECIALIZED MEDIA.
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PSYCHOLOGICAL NOISEA.CLUTTER OF MESSAGESB.HOW TO OVERCOME
1.REPEAT EXPOSURE2.CONTRAST COPY WRITING3.USE OF TEASERS4.SPECIALISED MEDIA
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FEEDBACKPROMPTACCURATERARELY DIRECT INFERED INFERED FROM-CONSUMERS ACTION,ENQUIRYREPEAT PURCHASE,SATISFACTIONHOTLINE SERVICES
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FEED BACKADVERTISING RESEARCHA.IMPACT OF ADVERTISINGB.PERSUASIVE EFFECTC.SALES EFFECTD.MEDIA PREFERENCESTV PROGRAMSRECALL OFADV.
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PERSUASIVE COMMUNICATIONOBJECTIVE OF COMMUNICATIONAPPROPRIATE AUDIENCEAPPROPIATE MEDIADESIGNING MESSAGEA.FOR MEDIAB.FOR AUDIENCE
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COMMUNICATION STRATEGYPRIMARY OBJECTIVEA.AWARENESSB.PROMOTING SALESENCOURAGING PRACTISESREDUCING COGNITIVE DISSONANCEATTRACTING RETAIL PATRONAGECREATING FAVOURABLE IMAGE
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COGNITIVE MODELSDEPICTS PROCESSEXPOSURE OF MESSAGERESULT OF EXPOSUREA.INTERESTB.DESIREC.BUYING
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COGNITIVE MODELSTHREE PHASESFLOW OF PERCEPTION