Consumer unit2 new
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Transcript of 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