☺ Kapita Selekta ☺

INTERACTIVE COMMUNICATIONS AND CONSUMER BEHAVIOR

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.

Diposting oleh Dian pratiwi wijaya Minggu, 20 Maret 2011 di 01.22