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Prentice Hall, cr 2009. 8-2. Chapter Objectives. When you finish this chapter you should understand why:The communications model identifies several important components for marketers when they try to change consumers' attitudes toward products and services.The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.Several factors influence a message source's effectiveness..
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1. Chapter 8Attitude Change and Interactive Communications
2. Prentice Hall, cr 2009 8-2
3. Prentice Hall, cr 2009 8-3 Chapter Objectives (cont.) The way a marketer structures his message determines how persuasive it will be.
Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
4. Prentice Hall, cr 2009 8-4 Changing Attitudes Through Communication Persuasion: effectiveness of marketing communications to change attitudes
What influences people to change their minds or comply:
5. Prentice Hall, cr 2009 8-5 Tactical Communications Options Who will be source of message?
How should message be constructed?
What media will transmit message?
What target market characteristics will influence ad’s acceptance?
6. Prentice Hall, cr 2009 8-6 Traditional Communication Model Communications model: a number of elements are necessary for communication to be achieved
7. Prentice Hall, cr 2009 8-7 Interactive Communications Consumers have many more choices available and greater control to process messages
Permission marketing: marketer will be much more successful in persuading consumers who have agreed to let him try
8. Prentice Hall, cr 2009 8-8 Updated Communications Model Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet
9. Prentice Hall, cr 2009 8-9 New Message Formats M-commerce (mobile commerce): marketers promote goods and services via wireless devices
Blogging: people post messages to the Web in diary form
New forms of blogging:
Moblogging
Video blogging (vlogging)
Podcasting
RSS (Really Simple Syndication)
Flogs (fake blogs)
Twittering
10. Prentice Hall, cr 2009 8-10 The Source Source effects: the same words by different people can have very different meanings
A “source”often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer
What makes a good source?
Source credibility: a source’s perceived expertise, objectivity, or trustworthiness
Source attractiveness: movie star, super model
11. Prentice Hall, cr 2009 8-11 Sleeper Effect Sometimes sources become irritating or disliked
Sleeper effect: over time, disliked sources can still get a message across effectively
We “forget” about negative source while changing our attitudes
12. Prentice Hall, cr 2009 8-12 Source Biases Consumer beliefs about product can be weakened by a source perceived to be biased
Knowledge bias: source’s knowledge about a topic is not accurate
Reporting bias: source has required knowledge but source’s willingness to convey it is compromised
13. Prentice Hall, cr 2009 8-13 Hype versus Buzz Buzz: authentic message generated by customers
Hype: inauthentic message generated by corporate propaganda
14. Prentice Hall, cr 2009 8-14 Hype versus Buzz (cont.) “Stealth” buzz building: marketers create buzz by implying that they had nothing to do with the buzz
Example: Blair Witch Project
15. Prentice Hall, cr 2009 8-15 Source Attractiveness Source attractiveness: perceived social value of source
Physical appearance
Personality
Social status
Similarity
16. Prentice Hall, cr 2009 8-16 “What Is Beautiful Is Good” Halo effect: people who rank high on one dimension are assumed to excel at other dimensions
Example: good-looking people are thought to be smarter, cooler, happier
Physically attractive source leads to attitude change
Directs attention to marketing stimuli
Beauty = source of information
17. Prentice Hall, cr 2009 8-17 Star Power Celebrities as communications sources
Tiger Woods—$62 million/year in endorsements!
Famous faces capture attention and are processed more efficiently by the brain
Enhance company image and brand attitudes
Celebrities embody cultural and product meanings
Q-Score for celebrity endorsers
Match-up hypothesis: celebrity’s image and that of product are similar
18. Prentice Hall, cr 2009 8-18 Discussion Many marketers use celebrity endorsers to persuade. These spokespeople often are “cool” musicians, athletes, or stars.
Who would overall be the most effective celebrity endorser today, and why?
Who would be the least effective, and why?
19. Prentice Hall, cr 2009 8-19 Nonhuman Endorsers Often, celebrities’ motives are suspect as endorsers of mismatched products
Thus, marketers seek alternative endorsers:
Cartoon characters
Mascots/animals
Avatar: cyberspace character that can be moved around in a virtual world
20. Prentice Hall, cr 2009 8-20 The Message Positive and negative effects of elements in TV commercials
Most important feature: stressing unique product attribute/benefit
21. Prentice Hall, cr 2009 8-21 The Message (cont.) Message: is it conveyed in words or pictures?
Message issues facing a marketer
How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
Should it explicitly compare product to competitors?
22. Prentice Hall, cr 2009 8-22 Sending the Message Visual versus verbal communication of message
Visual images: big emotional impact
Verbal message: high-involvement situations
Factual information
More effective when reinforced by a framed picture
Require more frequent exposures (due to decay)
23. Prentice Hall, cr 2009 8-23 Dual Component of Brand Attitudes
24. Prentice Hall, cr 2009 8-24 Vividness Powerful description/graphics command attention and are strongly embedded in memory
Concrete discussion of product attribute
25. Prentice Hall, cr 2009 8-25 Repetition and the Two-Factor Theory Two-factor theory: fine line between familiarity and boredom
26. Prentice Hall, cr 2009 8-26 One- versus Two-Sided Arguments One-sided: supportive arguments
Two-sided: both positive and negative information
Refutational argument: negative issue is raised, then dismissed
Positive attributes should refute presented negative attributes
Effective with well-educated and not-yet-loyal audiences
27. Prentice Hall, cr 2009 8-27 Comparative Advertising Comparative advertising: message compares two+ recognizable brands on specific attributes
“Unlike McDonalds, all of Arby's chicken sandwiches are made with 100% all-natural chicken”
But, confrontational approach can result in source derogation
An ad for a new product should not:
Merely, say it is better than leading brand
Compare itself to an obviously superior competitor
28. Prentice Hall, cr 2009 8-28 Emotional versus Rational Appeals Appeal to the head or to the heart?
Many companies use an emotional strategy when consumers do not find differences among brands
Especially brands in well-established, mature categories (e.g., cars and greeting cards)
Recall of ad contents tends to be better for “thinking” ads
Although conventional ad effectiveness measures may not be entirely valid to assess emotional ads
29. Prentice Hall, cr 2009 8-29 Sex Appeals Sexual appeals vary by country
Nude models generate negative feelings/tension among same-sex consumers
Erotic ads draw attention, but strong sexual imagery may make consumers less likely to:
Buy a product (unless product is related to sex)
Process and recall ad’s content
30. Prentice Hall, cr 2009 8-30 Discussion Name ads that rely on sex appeal to sell products
What benefits are communicated in the ad?
Is the message implicit or explicit? How?
31. Prentice Hall, cr 2009 8-31 Humorous Appeals Different cultures have different senses of humor
Humorous ads get attention
They’re a source of distraction
They inhibit counterarguing, thus increasing message acceptance
32. Prentice Hall, cr 2009 8-32 Humorous Appeals (cont.) Humor is more effective when it:
Doesn’t “swamp” message of clearly defined brand
Doesn’t make fun of potential consumer
Is appropriate to product’s image
33. Prentice Hall, cr 2009 8-33 Fear Appeals Emphasize negative consequences that can occur unless consumer changes behavior/attitude
Fear is common in social marketing
Most effective when:
Threat is moderate
Solution to problem is presented
Source is highly credible
The strongest threats are not always the most persuasive
34. Prentice Hall, cr 2009 8-34 Message As Art Form Advertisers use literary elements to communicate benefits and meaning
Allegory: story about an abstract concept personified in a fictional character
Metaphor: two dissimilar objects in a close relationship (“A is B”)
Simile: compares two objects (“A is like B”)
Resonance: play on words with pictures
35. Prentice Hall, cr 2009 8-35 Examples of Advertising Resonance
36. Prentice Hall, cr 2009 8-36 Forms of Story Presentation Lecture: speech in which the source speaks directly to the audience
Attempts to persuade
Cognitive responses may occur Drama: story that draws viewers into the action
Characters indirectly address the audience
Interact with each other in an imaginary setting
37. Prentice Hall, cr 2009 8-37 Discussion Sell the steak or the sizzle?
What’s more important in an advertisement:
What is said? or
Who says it?
Give examples of ads that use one strategy versus the other. What types of ads are more effective for each strategy?
38. Prentice Hall, cr 2009 8-38 Elaboration Likelihood Model (ELM) of Persuasion ELM: assumes that once consumers receive message, they begin to process it
39. Prentice Hall, cr 2009 8-39 Support for the ELM Variables crucial to the ELM:
Message-processing involvement
Argument strength
Source characteristics
High-involvement consumers are swayed by powerful arguments
Low-involvement consumers are swayed by source attractiveness