Consumer Communication Process

The transmission of a message from a sender to a receiver via a medium of transmission.

Elements of the Communications Process

n  The Message Initiator (the Source)

n  The Sender

n  The Receiver

n  The Medium

n  The Message

n  The Target Audience (the Receivers)

n  Feedback - the Receiver’s Response

n  Medium can be:

n  Impersonal (mass media)

n  Interpersonal (with salesperson or a friend)

n  Interactive (direct feedback possibility exists)

Factors That Affect the Communication Process

n  Characteristics of the source

n  Message  characteristics

n  Characteristics of the receiver

n  Characteristics of the medium

Issues in Credibility

n  Credibility of Informal Sources

–       

Opinion leaders

n  Credibility of Impersonal, Neutral Sources

n  Credibility of Marketer-Related Sources

n  Credibility of Spokespersons and Endorsers

n  Sleeper Effect

Endorser Credibility Is High When

n  Match exists between product attributes and endorser attributes

n  Match exists between demographic characteristics of target audience and endorser

n  The product lies within the competence of the endorser

n  Endorser credibility is not a substitute for corporate credibility

n  Is important when message comprehension is low

Message Characteristics

n  Message Credibility

–        Reputation of the retailer

–        Consumer’s previous experience with product

–        Reputation of the medium

n  Message Structure and Presentation

–        Resonance or wordplay

–        Message Framing: positive or negative

–        One-sided versus Two-sided Messages

–        Comparative Advertising

–        Order Effects

–        Repetition

n  Advertising Appeal Used

–        Factual or Emotional

n  Types of Emotional Appeals

–        Fear

–        Humor

–        Abrasive advertising

Characteristics of the Target

n  Market Demographic Characteristics

n  Involvement and Congruency

–        central route to persuasion for high involvement products

–        peripheral route to persuasion for low involvement products

n  Mood

Characteristics of the Medium – Newspaper

n  Access to large audiences

n  Effective for local reach

n  Flexible

n  Fast

n  Feedback possible through coupon redemption, etc.

n  Not selective

n  Short message life

n  Clutter

n  Cost varies based on ad size and vehicle circulation

Characteristics of the Medium – Magazines

n  Highly selective

n  Selective binding possible

n  High quality production

n  High credibility

n  Long message life

n  High pass along rate

n  Long lead time

n  High clutter

n  Delayed and indirect feedback

n  Rates vary based on circulation and selectivity

Characteristics of the Medium – Television

n  Large audiences possible

n  Appeals to many senses

n  Emotion and attention possible

n  Demonstration possible

n  Very high costs overall

n  Low costs per contact

n  Long lead time

n  High clutter

n  Short message life

n  Viewers can avoid exposure with zapping, etc.

n  Day-after recall tests for feedback

Characteristics of the Medium – Radio

n  High geographic and demographic selectivity

n  Short lead time

n  Relatively inexpensive

n  Good local coverage

n  Short exposure time

n  Audio only

n  High clutter

n  Zapping possible

n  Delayed feedback through day-after recall tests

Characteristics of the Medium – Internet

n  Potential for audience selectivity

n  Customized tracking possible and other feedback tools possible

n  Useful for branding and reinforcement of messages

n  Demographic skew to audience

n  Very high clutter

n  Zapping possible

n  Great variation in pricing

n  Privacy concerns

Characteristics of the Medium – Direct Mail

n  High audience selectivity

n  Personalization possible

n  Novel, interesting stimuli possible

n  Low clutter

n  Perception of junk mail

n  Feedback possible through response

n  High cost per contact

Characteristics of the Medium –Direct Marketing

n  Development of databases

n  High audience selectivity

n  Relatively free of clutter

n  Privacy concerns

n  Measurable responses

n  Cost per inquiry, cost per sale, revenue per ad can be calculated

Barriers to Communication

n  Selective Perception

–        Wandering, Zapping, Zipping, and Channel Surfing

–        Combat with Road blocking

n  Psychological Noise

–        Combat with repeated exposures, contrast in the copy, and teasers

Communication and Marketing Strategy

n  Establish communication objectives

n  Select target audience

n  Choose the best media

n  Develop suitable message strategies

–        Match message with audience characteristics

–        Develop suitable message structure, presentation

–        Develop suitable message appeals

n  Reduce barriers to effective communication

n  Measure effectiveness of marketing communications