3. What is Communication?
The
transmission of a message from a sender to a
receiver via a medium of transmission.
4. Elements of the Communication Process
The Message Initiator (the Source)
The Sender
The Receiver
The Medium
The Message
The Target Audience (the Receivers)
Feedback - the Receiver’s Response
6. Factors Affecting Communication Process
Characteristics
of the source
Message characteristics
Characteristics of the receiver
Characteristics of the medium
7. Message Characteristics
Source Credibility
– Reputation of the retailer
– Consumer’s previous experience with product
– Reputation of the medium
8. Message Characteristics
Message Structure and Presentation
– Resonance or wordplay
– Message Framing: positive or negative
– One-sided versus Two-sided Messages
– Comparative Advertising
– Order Effects
– Repetition
9. Message Characteristics
Advertising Appeal
– Factual or Emotional
Used
Types of Emotional Appeals
– Fear
– Humor
– Abrasive advertising
– Sex in advertising
11. Medium
Medium can be:
– Impersonal (mass media)
– Interpersonal (with salesperson or a friend)
– Interactive (direct feedback possibility exists)
12. Characteristics of the Medium - Newspaper
Access
to large
audiences
Effective for local reach
Flexible
Fast
Feedback possible
through coupon
redemption, etc.
Not
selective
Short message life
Clutter
Cost varies based on ad
size and vehicle
circulation
13. Characteristics of the Medium - Magazines
Highly
selective
Selective binding
possible
High quality production
High credibility
Long message life
High pass along rate
High
clutter
Delayed and indirect
feedback
Rates vary based on
circulation and
selectivity
14. Characteristics of the Medium - Television
Large
audiences
possible
Appeals to many senses
Emotion and attention
possible
Demonstration possible
Very high costs overall
Long
lead time
High clutter
Short message life
Viewers can avoid
exposure with zapping
Day-after recall tests for
feedback
15. Characteristics of the Medium - Radio
High
geographic and
demographic selectivity
Audio only
Relatively inexpensive
Good local coverage
Short
exposure time
High clutter
Zapping possible
Delayed feedback
through day-after recall
tests
16. Characteristics of the Medium - Internet
Potential
for audience
selectivity
Customized tracking
possible and other
feedback tools possible
Useful for branding and
reinforcement of
messages
Demographic
skew to
audience
Very high clutter
Zapping possible
Great variation in
pricing
Privacy concerns
17. Characteristics of the Medium – Direct Mail
High
audience
selectivity
Personalization possible
Novel, interesting
stimuli possible
Low clutter
Perception
of junk mail
Feedback possible
through response
18. 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
19. Characteristics of the Target Market
Personal
characteristics and comprehension
Involvement and congruency
Mood
Barriers to communication
– Selective exposure to messages
– Psychological noise
23. Issues in Credibility
Credibility of Informal Sources
Credibility of Impersonal, Neutral Sources
Credibility of Spokespersons and Endorsers
Sleeper Effect
24. The Message Source
Issues with
Credibility
Credibility of Informal
Sources
Credibility of Formal
Sources
Credibility of
Spokespersons and
Endorsers
Message Credibility
Includes word of mouth
These sources also
called opinion leaders
Informal sources may
not always be credible
25. The Message Source
Issues with
Credibility
Credibility of Informal
Sources
Credibility of Formal
Sources
Credibility of
Spokespersons and
Endorsers
Message Credibility
Neutral sources have the
greatest credibility
Source credibility judged on
past
performance, reputation, servic
e, quality, spokesperson
image, retailers, social
responsibility
Institutional advertising used to
promote favorable company
image
26. The Message Source
Issues with
Credibility
Credibility of Informal
Sources
Credibility of Formal
Sources
Credibility of
Spokespersons and
Endorsers
Message Credibility
Effectiveness related to:
– The message
– Synergy between endorser
and type of product
– Demographic characteristics
of endorser
– Corporate credibility
– Endorsement wording
27. This ad has
strong synergy
between the
endorser and
the type of
product.
28. The Message Source
Issues with
Credibility
Credibility of Informal
Sources
Credibility of Formal
Sources
Credibility of
Spokespersons and
Endorsers
Message Credibility
Credibility of retailers
Reputation of the
medium that carries the
ad
Consumer’s previous
experience with product
32. 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 marketing communications
36. Designing Persuasive Communications
Message Structure
and Presentation
Resonance
Message framing
Comparative
advertising
Order effects
Wordplay
Used to create a double
meaning when used
with a relevant picture
52. Impact of Humor on Advertising
•Humor attracts attention.
•Humor does not harm comprehension.
•Humor is not more effective at increasing persuasion.
•Humor does not enhance source credibility.
•Humor enhances liking.
•Humor that is relevant to the product is superior to humor that is unrelated to the
product.
•Audience demographic factors affect the response to humorous advertising
appeals.
•The nature of the product affects the appropriateness of a humorous treatment.
•Humor is more effective with existing products than with new products.
•Humor is more appropriate for low-involvement products and feeling-oriented
products than for high-involvement products.
55. Summary
Communication
process
Barriers to communication
Modes of designing an effective message
Effective advertising appeals
Feedback importance for message effectiveness