Chapter 7

Chapter 7

1. Communications

   • A. interpersonal
     • examples: advertising or public relations agencies, and spokespersons.
   • B. Impersonal
     • formal sources
       • (e.g., a salesperson in a physical or virtual retail location)
     • informal sources
       • (e.g., peers with whom the consumer communicates face-to-face or via electronic means)
   • • Communication Interference :
     • 1. Selective exposure
     • 2. Time shift
     • 3. Psychological noise
     • 4. Overcoming psychological noise
       • Repetition
       • Contrast
       • Digital technologies
       • Effective positioning and providing value

2. Comparison

   • A. Traditional media
     • - The term traditional media is synonymous with broadcast media (or mass media) and consists of channels where all receivers receive the same one-way messages from marketers.
       • 1. Broadcast
       • 2. One-way
       • 3. Directed at groups
       • 4. Not customized or interactive
       • 5. Less accurate feedback, delayed feedback
   • B. New media
     • Narrowcast: new media are channels of narrowcasting, defined as means that permit marketers to send messages .
       • 1. Addressable and directed to specific persons rather than groups of consumers
       • 2. Customized
       • 3. Interactive
       • 4. More response-measurable
         • Two-way
         • Addressable
         • Customized
         • Interactive
         • Response-measurable

3. Message

   • - is the thought, idea, attitude, image, or other information that the sender wishes to convey to the intended audience.
     • A. verbal (spoken or written)
     • B. nonverbal (a photograph, an illustration, or a symbol)
     • C. combination of the two
     • • Steps for sponsor (individual or organization) :
       • 1. Establish objectives
       • 2. Create awareness
       • 3. Promote sales
       • 4. Encourage/discourage practices
       • 5. Attract patronage
       • 6. Reduce dissonance
     • • Message Decisions:
       • Images and text
       • Message framing
       • One-sided vs. two-sided messages
       • Order of presentation