pada pertemuan kelima, di kelas membahas tentang interactive communications and cosumer behavior oleh DR. Chairy
THE ELEMENTS OF COMMUNICATION
v Decisions, Decisions: Tactical Communication Options
· The message initiator (the source)/the sender.
· The medium.
· The message.
· The target audience (the receivers).
· Feedback – the receiver’s response.
The traditional communications model
INTERACTIVE COMMUNICATIONS
v The traditional communications model doesn’t tell the whole story…
· Consumers have many choices available and greater control to process messages
· Permission marketing
o More successful in persuading the consumers who have agreed to let him or her try.
UPDATE COMMUNICATIONS MODEL
v Consumers are now proactive in communications process: VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet
THE SOURCE
v The source of a message can have a big impact on the likelihood that a message will be accepted
v Expert, celebrity, or “typical consumers”?
· Utilitarian products/high performance risk products: vacuums
· High social risk product: jewelry, furniture
· Everyday product/low risk product; cookies
v Two particularly important source characteristic: credibility & attractiveness
v The Source Credibility
· Source’s perceived expertise, objectivity, or trustworthiness
· Credibility of informal sources
o Strong – have nothing to gain from the transaction; WOM
· Credibility of formal sources
o Not-for-profit sources > for-profit sources
v Credibility of Spokespersons and Endorsers
· Endorser credibility are important when message comprehension is low
· Match must exist between product attributes and endorser attributes
· Credibility is higher when endorser’s demographic characteristic are similar to those of target audience
· ………..(the person)?
v Message Credibility
v The source
v The reputation of the medium; the retailer
v Consumer’s previous experience with the product
v The Sleeper Effect
· The process whereby differences in attitude change between positive and negative sources seem to diminish overtime
· Both positive and negative credibility effects tend to disappear after a period of time (six weeks)
· Dissociative cue hypothesis: over the time the source and the message become disassociated in the consumer’s mind; consumers simply forget the source faster than they forget the message
v Source Bias
· Knowledge bias: source’s knowledge about a topic is not accurate
· Reporting bias: a source has the required knowledge but his or her willingness to convey it accurately is compromised (Taufik & Yonex)
· Britney Spears drinks coca-cola & “drives Honda City”; Jamie Aditya drinks Teh Botol, etc.
v Hype Vs Buzz: The Corporate Paradox
· Hype: corporate propaganda planted by a company to create product sensation; inauthentic
· Buzz: word of mouth that is viewed as authentic and generated by customers
· The corporate paradox: the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes.
v The Source Attractiveness
· The source’s perceived social value
· “What is beautiful is good” stereotype : physical attractiveness
· Celebrities as communications sources; match-up hypothesis; the drawbacks of celebrity endorsers
v Madonna & Coca-cola
o Non human endorsers
v Cartoon characters and mascots, virtual models
THE MESSAGE
v Words or pictures ?
· Verbal stimuli affect the utilitarian aspects of a product
o High involvement situation; more frequent exposure
· Visual stimuli affect aesthetic evaluations
· Verbal element are more effective when reinforced by an accompanying picture: increase consumer recall of the verbal information
v Repetition
· Double-edged sword: awareness Vs habituation
· Limiting the amount of exposure per repetition (15 second spots)
v One-Versus Two-Sides Messages?
· One sided; stress only favorable informations
· Two sided: both good and bad points are presented
· Friendly Vs unfriendly/critical audience
v Draw Conclusions?
· Personally relevant message: people will pay attention to it and spontaneously inferences
· Hard to follow arguments or consumer’s motivation to follow is lacking: draw conclusions
v Comparative Advertising?
· Brand positioning strategis
· Assist recall of the competitor’s brand?
v Message Framing?
· Positive message framing: stress the benefits to be gained by using the products – low involvement situations; independent self image
· Negative message framing: stress the benefits to be lost by not using the product – high involvement situations; interdependent self-view
v Order Effects?
· Primacy effect Vs recency effect
· The first, the last or in between?
v Emotional Vs Rational Appeals
· The kind of audience (education)
· The degree of involvement
v Sexual Appeals
· Varies from country to country
· Must be relevant to the product
v Humorous Appeals
· Low involvement products
· The audience already has positive attitudes toward the brand
· Younger, better-educated, upscale, professional tend to be more receptive
IMPACT OF HUMOR ON ADVERTISING
· Humor attracts attention
· Humor does not harm comprehension
· Humor is not more effective at increasing persuasion
· Humor doesn’t enhance source credibility
· Humor enhance liking
· Humor that is relevant to the product is superior to humor that is unrelated to the product
· Audience demographic factors affect the response to humourous advertising appeals
· The nature of the product affects the appropriateness of humorous treatment
· Humor is more effective with existing products than with new products
· Humor is more appropriate for low-involvement product and feeling-oriented products than for high-involvement products.
v Fear Appeals
· Negative relationship between the intensity of fear appeals and their ability to persuade
· More commonly used in social marketing context
· Should be examined carefully before they are used.