CP chapter 11 Persuading consumers and reference group influence

CP chapter 11 Persuading consumers and reference group influence

1. Types of marketing communication

   • Personal (direct from company to customer)
     • Formal (salesman)
       • informal (word of mouth, reviews)
   • Impersonal(thru mass media)
     • Traditional media (radio)
     • New media (internet)

2. Barriers affecting communication

   • selective exposure
     • consumers selectively listen to ad message
       • technology, e.g. skip commercial break,block pop-up ad
   • Psychological noises
     • counter by repetition, contrast, search engine optimization, effective positioning

3. Designing messgaes

   • step1. establish objectives of message e.g. encourage/discourage practices, promote sales)
     • step2. select appropriate media for target audience
       • step3. Encode(design) message

4. Encoding

   • Image (good for showing simple messages that are easy to understand, avoid complexity and attract attention) vs text (tell key product features/benefits when consumers need more info)
   • Message framing- how choices are presented
     • Positive framing stress benefits gained using product vs negative framing stress benefits lost by not using product
   • one-sided (focus on product only) vs two sided messages (consider competing products as well
   • Order effects
     • Primacy effect-rmb material presented first (when audience interest is low)
       • Recency effect- rmb material presented last

5. Persuasive advertising appeals

   • Comparative ad
     • claims product superiority for its brand over others
   • Fear appeal - discourage negative behaviour
     • appropriate fear intensity but not too much, repeat ad over long term more effective
   • Sexual appeal-has to be relevant to product,sensation seeking
     • caution with nudity as may not be acceptable to everyone
   • Humour appeal e.g. wordplay and punning
     • attracting attention and enhance liking the product
       • More effective for existing products
         • more appropriate for low-involvement products

6. Reference groups (influence,comparison)

   • Family, social class,culture, media*
     • Formal source(hired and paid by company e.g. blogger who are brand ambassador)
     • Informal source ( consumer knows personally e.g. friend)
     • Normative influence- family, peers
     • Comparative influence- adopt from other whom they admire or respect
     • Opinion leaders do not represent anyone, provide info on whats best, informally influence others
       • Spokesperson- celebrity,model, actual customer