Beruflich Dokumente
Kultur Dokumente
PROCESS
Dr. Mohua Banerjee
Major participants sender, receiver Major communication tools message, channel Major communication function encoding, decoding, response, feedback Works against effective communication noise Field of experience experience, perceptions, attitudes, values brought to the communication situation
Object 'Cool Water' by Davidorf Sign bottle of Cool Water given physically descriptive qualities through its cold, chilled appearance. This is insured through the droplets of water on the bottle
Individuals advertising used to attract audiences attention to the firm, but detailed message is carried by a salesperson who can respond to specific needs of individual customer, e.g. life insurance, financial services, real estate Niche markets very small, well-defined groups of customers, reached through targeted media like direct mail
Market segments as segments get larger, marketers turn to broad-based media e.g. newspapers, magazines, TV Mass markets large number of present or potential customers attention drawn through mass communication:
Marketer sends a message to millions of consumers at the same time One-way flow of information Feedback on audiences reaction difficult to measure No opportunity for marketer to explain or clarify message
Highlight series of steps potential purchasers to be taken through to move them from unawareness of a product to willingness to purchase it Buyers may be at different stages in the hierarchy, advertiser will face different sets of communication problems
Plasma high definition TV create awareness Nescafe supportive/reminder advertising to reinforce positive perceptions
Effectiveness tests
Presentation Attention
Comprehension
Yielding Retention Behavior
Recall, checklists
Purchase intent, brand attitude Recall over time Scanner data, POP consumer panel
(do)
Consumer highly involved, much differentiation among brands Ads are detailed; provide customers with information to evaluate brands for purchase decision
Cognitive (learn)
Consumer highly involved, low differentiation among brands, products have unknown attributes Ads for post-purchase situation; provide customers with supportive information to reinforce wisdom of the purchase; reduce post-purchase dissonance
Cognitive (learn)
Conative (do)
Affective (feel)
Low consumer involvement, low differentiation among brands, mass media advertising important
Subtle changes in consumers knowledge on product brand name, ad theme, slogan but does not result in attitude change, may trigger purchase in a purchase situation; consumer forms attitude due to experience with it
Channel/presentation: Which media will increase penetration? how well they reach marketers target audience
Message/yielding: What type of message will create favorable attitudes or feelings? agreeable, humorous, music, sexual appeals, compare brands
Source/attention: Who will be effective in getting consumers attention? sources who will attract target audiences attention actors, athletes, rock stars, models
SOURCE FACTORS
Source the person involved in communicating a marketing message directly or indirectly Source attributes: Credibility Attractiveness Power Each influences recipients attitude through a different process
Extent to which recipient sees source as having relevant knowledge, skill, experience and trusts source to give unbiased, objective information
Internalization receiver adopts opinion of credible communicator as he believes information from this source is accurate Belief may be maintained even after the source of message is forgotten
Applying expertise endorsements from individuals or groups recognized as experts, e.g. dentists, doctors
Applying trustworthiness
Product experts criticized for giving favorable reviews without disclosing they were being paid by the companies to mention their brands
Use company President or CEO as spokesperson in firms advertising e.g.Vijay Mallaya Ultimate expression of companys commitment to quality and customer service
During crisis Pepsicos Chairman Rajeev Bakshi during pesticide crisis the brand faced in 2006
Too small advertising budgets to accommodate professional actors
Problem if individual becomes involved in controversy labour dispute, political issue, personal problem
Problem if person leaves the company
Identification receiver is motivated to seek some type of relationship with source and thus adopts similar beliefs, attitudes, preferences, behavior
Does not integrate information into receivers belief system Receiver maintains position as long as supported by source or source remains attractive
If source and receiver have similar needs, goals, interests, lifestyles, position advocated by source is better received Slice-of-life commercial where consumer thinks I can see myself in that situation e.g. KKRs ads for IPL 2012
Celebrities have stopping power; draw attention to advertising messages in a cluttered media environment
Marketers think celebrities will favorably influence consumers feelings, attitudes, purchase behavior
Factors to consider:
Overshadowing the product consumers may focus attention on the celebrity and fail to notice the brand Overexposure celebrity endorses too many products or companies; consumers skeptical (exclusivity clause)
Target audiences receptivity consumers particularly knowledgeable about a product, or having strong attitudes is less influenced by celebrity
Important endorser traits: Is a good model Doesnt use drugs Has never been arrested Actually uses product in real life Has a good family life Is successful Is in his profession for a long time
Risk to the advertiser celebritys behavior may pose a risk to the company (Hertz O.J. Simpson, Pepsi Mike Tyson, Michael Jackson, Tiger Woods)
Companies research celebritys personal life and background Endorsement contacts include morals clause Gets advertisers out of a problem does not prevent it
packaging Curvy
Culture; Endorsement; Consumption
Physically attractive person serves as passive or decorative model rather than active communicator Draws attention to the ad but not to the product Facilitates recognition of the ad but not product recall Might negatively impact advertising effectiveness Social advocacy approach Unilevers Dove uses everyday women and girls who resemble typical consumers
Source may be able to induce another person to respond to the request or position he or she is advocating Compliance influence process occurring when a receiver perceives a source as having power Receiver accepts the persuasive influence of source and acquiesces to his position in hopes of obtaining a favorable reaction or avoiding punishment E.g. public service campaigns like health issues, voting Persuasion induced through compliance may be superficial
MESSAGE FACTORS
Message structure Communicator wants to get across number of message points. Strategic decision best way to communicate these points and overcome any opposing viewpoints
Message appeal Strategic decision choice of an appropriate appeal rational, logical aspect of consumers decision-making process feelings to evoke emotional reaction combination
Order of presentation items presented first and last are remembered better than those presented in the middle
Primacy effect strongest arguments at the beginning of the message, information presented first is most effective Recency effect strongest arguments at the end of the message, information presented last is most effective
Advertiser presents brand name, key selling points early in the message and repeat them at the end to enhance recall and retention
Conclusion drawing whether messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusions highly educated people prefer to draw their own conclusions; if immediate action required, e.g. pulse polio Message sidedness one-sided message mentions only positive attribute, two-sided message presents both good and bad points e.g. cough syrup
Refutation two-sided message where communicator presents both sides of an issue and then refutes opposing viewpoint; ads are aimed at building resistance in the consumers mind against competitor attacks or criticism
Verbal vs. visual messages minimal amount of information and rely on visual elements to communicate
REFUTATIONAL
VISUAL
MESSAGES
VISUAL MESSAGES
Picture of customer enjoying the benefits of the product is a powerful advertising technique
VISUAL MESSAGES
Comparative advertising
Recall higher for comparative messages Brands with small market share /new brands position itself directly against established brands Market leaders hesitate Exceptions Coca-Cola & Pepsi
Fear appeals
Arouse individuals to take steps to remove the threat Others threaten disapproval or social rejection mouthwash, deodorant, antidandruff shampoos Low level of fear ineffective; high level ineffective (message avoidance)
Humor appeals