Chapter 9 Communication And Consumer Behavior

Communication and Consumer Behavior Chapter 9 Communication and Consumer Behavior

Chapter Outline ,[object Object],[object Object],[object Object]

Basic Communication Model Figure 9.1

The Communications Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility

Discussion Question ,[object Object],[object Object]

The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility

This ad has strong synergy between the endorser and the type of product.

Discussion Question ,[object Object],[object Object],[object Object],[object Object]

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

The Target Audience (receivers) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Feedback The Receiver’s Response ,[object Object],[object Object],[object Object]

Advertising Effectiveness Research ,[object Object],[object Object],[object Object]

Nielson Ratings at Zap2it.com weblink

A People Meter for Television Measurement

Advertising Effectiveness Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Comprehensive Communication Model - Figure 9-6

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object]

The Three Phases and Flow Figure 9-7

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]

Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major Media (Magazines) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major Media (Television) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Designing Persuasive Communications ,[object Object],[object Object],[object Object]

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation

This ad uses negative framing.

Discussion Question ,[object Object],[object Object],[object Object]

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation

Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation

Emotional Advertising Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object]

Table 9.2 Impact of Humor on Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Chapter 9 Communication And Consumer Behavior

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Chapter 9 Communication And Consumer Behavior