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Gildea, 20-year-old Pennsylvia college student 'Likes some of what she sees, ... Pepsi ad: 'This year, hit the beach topless' with a Pepsi bottle cap lying on ... – PowerPoint PPT presentation

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Title: P1246990959NzWnA


1
Attitude Change and Interactive Communications Ch
apter 8
2
Career Apparel
3
(No Transcript)
4
  • Gildea, 20-year-old Pennsylvia college student
  • Likes some of what she sees, but she doesnt buy
    it
  • Crowded display racks and minimally private
    dressing rooms

5
Communication Problems
  • Advertising is sporadic. Vogue and InStyle and
    then paper towels on television.
  • Research has shown that Wal-Marts efforts in the
    fashion realm have made a weak impression.

6
Other Issues
  • How do you tempt customers away from the grocery
    aisle over to fashion displays?
  • Growth of neighborhood strip centers many with
    upscale chains.

7
Changing Attitudes
  • Persuasion effectiveness of marketing
    communications to change attitudes
  • Reciprocity
  • Scarcity
  • Authority
  • Consistency
  • Liking
  • Consensus

8
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
    ads acceptance?

9
Communication Model
Figure 8.1
10
Interactive Communications
  • The traditional communications model doesnt tell
    the whole story
  • Consumers have many more choices available and
    greater control to process messages

11
Uses and Gratifications Theory
  • Consumers are active, goal-directed, and draw on
    mass media to satisfy needs
  • Media compete with other sources of entertainment
    and information
  • Advertising entertainment, escaping, play,
    self-affirmation
  • Media play both positive and negative role

12
Updated Communications Model
  • Consumers are now proactive in communications
    process
  • VCRs, DVRs, video-on-demand, pay-per-view TV,
    Caller ID, Internet

Figure 8.2
13
New Message Formats
  • M-commerce
  • Worldwide revenue will reach 39 billion in 2007!
  • Blogging
  • Video blogging (vlogging)
  • Podcasting
  • Flogs (fake blogs)

14
Consumer Generated Media (CGM)
  • Online WOM
  • Many Vehicles

15
GGM
  • Mixture of fact and opinion
  • Experiences
  • Rumors
  • Difference- unsolicited and unfiltered

16
New Challenge
  • How to find and analyze CGM
  • How to compete with CGM
  • Understand how consumers are reacting to CGM

17
Consumer Views
  • CGM 3rd party- trusted
  • Over 60 of consumers trust online postings
  • Viral consumers- spread opinion and influence
    rapidly

18
How has the Internet changed shopping?
  • Prepurchase
  • Purchase

19
CGM Holds Key Insights
  • Discover right research questions
  • Understand emerging trends
  • Benchmark a product against major competitors
  • Spot damaging issues/rumors

20
ELM
  • Receiver will follow one of two routes to
    persuasion

Figure 8.5
21
Interactive Response Levels
  • Response can be more than just a
    purchase/transaction
  • First-order response transaction (sales data)
  • Second-order response nontransaction customer
    feedback

22
The Source
  • Source effects the same words by different
    people can have very different meanings
  • Source credibility
  • Source attractiveness
  • Match between consumers needs and offered rewards
    of source
  • Match between source and type of product
  • Experts for utilitarian products
  • Celebrities for social risk/impression products
  • Typical consumers for everyday/low-risk products

23
Source Credibility
  • A sources perceived expertise, objectivity, or
    trustworthiness
  • Consumers beliefs that communicator is competent
    and provides competitor information
  • Credible source is persuasive when consumer has
    no formed opinion about product
  • Endorsement contract large profits

24
Sleeper Effect
  • Over time, disliked sources can still get a
    message across effectively
  • We forget about negative source while changing
    our attitudes
  • Explanations
  • Dissociative cue hypothesis
  • Availability-valence hypothesis

25
Building Credibility
  • Relevant qualifications of source to the product
    can enhance credibility of message

26
Source
27
Source Biases
  • Consumer beliefs about product can be weakened by
    a source perceived to be biased
  • Knowledge bias
  • Reporting bias (hired gun)

28
Hype vs. Buzz
  • Corporate paradox

Table 8.1
29
Source Attractiveness
  • Perceived social value of source
  • Physical appearance
  • Personality
  • Social status
  • Similarity

30
What Is Beautiful Is Good
  • Halo effect
  • Good-looking people are thought to be smarter,
    cooler, and happier
  • Consistency principle
  • Physically attractive source leads to attitude
    change
  • Directs attention to marketing stimuli (ads with
    attractive models)
  • Beauty source of information (especially for
    attractiveness- relevant products)

31
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 images and brand attitudes
  • Celebrities embody cultural and product meanings
  • Q-Score for celebrity endorsers
  • Match-up hypothesis

32
Nonhuman Endorsers
  • Often, celebrities motives are suspect as
    endorsers of mismatched products
  • Thus, marketers seek alternative endorsers
  • Cartoon characters
  • Mascots/animals
  • Avatars

33
The Message
  • Positive and negative effects of elements in TV
    commercials
  • Most important feature stressing unique product
    attribute/benefit

Table 8.2 (Abridged)
34
The Message (Contd)
  • Selected message issues facing a marketer (full
    list on p. 280)
  • Message Is it conveyed in words or pictures?
  • 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?

35
Sending the Message
  • Visual vs. 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)

36
Dual Component of Brand Attitudes
Figure 8.3
37
Two-Factor Theory
  • Repetition can be a double-edged sword
  • Mere exposure phenomenon vs. habituation

Figure 8.4
38
One- vs. Two-sided Arguments
  • One-sided supportive arguments
  • Two-sided both positive and negative information
  • Refutational arguments increase source
    credibility by reducing reporting bias
  • Positive attributes should refute presented
    negative attributes
  • Effective with well-educated and not-yet-loyal
    audiences

39
Comparative Advertising
  • Message compares two recognizable brands on
    specific attributes
  • New OcuClear relieves three times longer than
    Visine
  • Butconfrontational approach can result in source
    derogation
  • Effective for a new product that
  • Does not merely say it is better than leading
    brand
  • Does not compare itself to an obviously superior
    competitor
  • Discuss some conditions in which it would be
    advisable to use a comparative advertising
    strategy

40
Emotional vs. 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

41
Sex Appeals
  • The prevalence of sexual appeals varies from
    country to country
  • Nudity/undressed models in print ads generates
    negative feelings/tension among same-sex
    consumers
  • Erotic ad content draws attention, but strong
    sexual ad imagery may make consumers less likely
    to
  • Buy a product (unless product is related to sex)
  • Process and recall ads content

42
Humorous Appeals
  • Specific cultures have different senses of humor
  • Overall, humorous ads do get attention
  • Funny ad as source of distraction
  • Inhibits counterarguing, thus increasing message
    acceptance

43
Humorous Appeals (Contd)
  • Humor is more effective when it
  • Doesnt swamp message of clearly defined brand
  • Doesnt make fun of potential consumer
  • Is appropriate to products image

44
Fear Appeals
  • Emphasize negative consequences that can occur
    unless consumer changes behavior/ attitude
  • Fear is common in advertising (especially in
    social marketing)
  • Most effective
  • Moderate threat
  • Presented solution to problem
  • Highly credible source
  • Not all threats are equally effective at inducing
    a fear response
  • The strongest threats are not always the most
    persuasive

45
Message as Art Form
  • Marketers as storytellers (allegory)
  • Using literary devices to communicate product
    benefits/meanings
  • Metaphor (A is B)
  • Similie (A is like B)
  • Resonance play on words with picture
  • Pepsi ad This year, hit the beach topless with
    a Pepsi bottle cap lying on the sand (see Table
    8.3 for full list of examples)

46
Discussion
  • Think of examples of ads that rely on the use of
    metaphors or resonance
  • Do you feel these ads are effective?
  • If you were marketing the products, would you
    feel more comfortable with ads that use a more
    straightforward, hard-sell approach? Why or
    why not?

47
Forms of Story Presentation
  • Commercials as a lecture vs. a drama
  • Lecture is an attempt at persuasion
  • Drama is similar to play or movie
  • Draws viewer into action or emotional response
    (transformational advertising)

48
Source vs. Message
  • What is said, how its said, and who says it
  • Which aspect has most impact on consumer
    attitudes?
  • The answer seems to be related to variations in a
    consumers level of involvement

49
ELM Steak or Sizzle?
  • ELM research indicates that relative
    effectiveness of a strong message and favorable
    source depends on consumers level of involvement
    with advertised product
  • Highly involved consumers look for steak
  • Strong message arguments
  • Those less involved look for sizzle
  • Packaging colors/images, celebrity endorsers
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