Chapter 9 Consumer Behavior Brand Luxury Index9章消费者行为品牌奢侈品指数.ppt

Chapter 9 Communication and Consumer Behavior MKT 348 Dr. Franck Vigneron * Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. The Marketing CommunicationsMix (Promotion Mix) Advertising Personal Selling Sales Promotion Short-term Incentives to Encourage Sales. Public Relations Building Good Relations with Various Publics by Obtaining Favorable Publicity. Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Personal Presentations by a Firm’s Sales Force. * Figure 9.1 Basic Communication Model Sender (Source) Receiver (Consumer) Message Channel (Medium) Feedback * Elements of the Communications Process The Message Initiator (the Source) The Sender The Receiver The Medium The Message The Target Audience (the Receivers) Feedback - the Receiver’s Response * Issues in Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility * Sleeper Effect The idea that both positive and negative credibility effects tend to disappear after a period of time. * Barriers to Communication Selective Perception Psychological Noise * Comprehensive Communication Model Sender (Source) Receiver (Consumer) Message Channel (Medium) Encodes Decodes Feedback Responds Appropriately? Miscomprehends? Yes Yes No No Commercial Non-Profit Individual Formal vs. Informal Symbols Pictures Words Images Verbal vs. Nonverbal 1-sided vs. 2-sided Factual vs. Emotional Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences Mediated by: Involvement Mood Experience Personal Charac. * Informative Advertising Inform Consumers or Build Primary Demand i.e CD Players Comparison Advertising Compares One Brand to Another i.e. Avis vs. Hertz Persuasive Advertising Build Selective Demand i