1. Communication and Consumer
Behaviour
Consumer Behaviour
Presentation
Ma’am Farasat

2. Waqas
Javed
MB12-05

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

5. Basic Communication Model
■
The Communication Process
Source
Encoding
Message
Feedback
Medium
Decoding
Receiver

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

10. M. Amir
MB-12-50

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

20. Feedback: The Receiver’s Response
 Feedback should
– Promptly
– Accurately
be gathered:

22. Humayoon Askry
MB-12-14

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

29. MB-12-32
Khurram
Khalil

30. Sleeper Effect
 The
idea that both positive and negative credibility
effects tend to disappear after a period of time.

31. Barriers to Communication
 Selective
Perception
 Psychological Noise

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

33. Designing Persuasive Communications
 Message Presentation
– Resonance
– Message Framing
– Comparative advertising
– One-sided Versus Two-sided Messages
– Order Effects

34. Omer
Shahzad
MB-12-08

35. Designing Persuasive Communications
 Message Presentation
– Resonance
– Message Framing
– Comparative advertising
– One-sided Versus Two-sided Messages
– Order Effects

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

37. Wordplay on
Cigarettes
Cases of
Morven Gold

38. Designing Persuasive Communications
Message Structure
and Presentation

Resonance
 Message framing
 Comparative
advertising
 Order effects



Positive framing
Negative framing
One-sided vs. two-sided

39. Positive Framing in Fair & Lovely Ad

40. This ad uses
negative
framing.

41. Designing Persuasive Communications
Message Structure
and Presentation

Resonance
 Message framing
 Comparative
advertising
 Order effects

Marketer claims product
superiority over another
brand
 Useful for positioning

42. Wordplay on
Death
Cigarettes

43. Comparative
ad scenario
between
GoAir and
KingFisher
Airlines

44. Dove in a comparative ad against Pantene

45. Designing Persuasive Communications
Message Structure
and Presentation

Resonance
 Message framing
 Comparative
advertising
 Order effects


Primacy effect
Recency effect

47. MB-12-48
Nouman
Ashraf

48. Advertising Appeals
 Fear
 Humor
 Abrasive
advertising
 Sex in advertising
 Audience participation

49. Fear Appeal

50. Sex in Advertisement Appeal

51. Humor Appeal

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.

53. Message Effectiveness
 Market
communications are designed for a target
audience
 The effectiveness can be measured through
communication feedback

54. Communication Feedback
 Exposure
effects
 Persuasion effects
 Sales effects

55. Summary
 Communication
process
 Barriers to communication
 Modes of designing an effective message
 Effective advertising appeals
 Feedback importance for message effectiveness