UNIT II - CONTENTCOMPONENTS OF COMMUNICATIONCOMMUNICATION PROCESSCOMMUNICATION STRATEGYMESSAGE FACTORS – STRUCTURE, ORDER

CODE, APPEALTYPES OF APPEALRATIONAL, EMOTIONAL, FEAR, HUMOR, SEX,

PRESTIGE, EGO.PERSUASION – ELM MODEL

MEDIUMCOMMUNICATION CHANNEL

IMPERSONAL – MASS MEDIUM

INTERPERSONAL – FORMAL CONVERSATION & INFORMAL CONVERSATION

IMPERSONAL COMMUNICATION

MASS MEDIA PRINT MEDIABROADCAST MEDIAELECTRONIC MEDIANEW MEDIADIRECT MARKETING

MESSAGEVERBALNON VERBALCOMBINATION OF BOTH

FEEDBACKPERMITS THE SENDER TO REINFORCE TO

CHANGE MESSAGEEASY AND FAST IS INTERPERSONAL

COMMUNICATIONDIFFICULT IN IMPERSONAL COMMUNICATION

MARKETING COMMUNICATION

OBJECTIVESAWARENESS ABOUT PRODUCTINFORMATION OF PRODUCTINDUCE POSITIVE ATTITUDE TOWARDS PRODUCTPERSUADE THE CONSUMERS TO BUY PRODUCTCONVINCE CONSUMERS AS TO HOW THE

PRODUCT WILL SOLVE PROBLEMS

COMMUNICATION PROCESS THE SENDER

ENCODES MESSAGE MINIMIZE BARRIERSTRIES TO CONVEY PRECISELY INTENDED WAYORGANIZATIONS ARE SENDERRECEIVER IS TARGET CONSUMER

OBJECTIVE

TO INFORM TO INFLUENCE TO PERSUADE

CREDIBILITY OF SOURCEIMPORTANCE OF CREDIBILITY

EFFECTS OF CREDIBILITY IN DECODINGi. HONESTYii. OBJECTIVITY

BUILDING CREDIBILITY

INFORMAL SOURCESTRONG INFLUENCEREASON: NON-COMMERCIALPERCEIVED AS MOST CREDIBLEADVICE SERIOUSLY CONSIDERED

BUILDING CREDIBILITYNEUTRAL FORMAL SOURCES

PERCEIVED MORE CREDIBLE

REPORTS, NEWSPAPER ARTICLES

MORE OBJECTIVE

FORMAL COMMERCIAL SOURCEOBJECTIVE • PROFIT ORIENTED• PERCEIVED AS COMMERCIAL

FACTORS AFFECTING CONSUMERS: • JUDGMENT• PAST PERFORMANCE• REPUTATION• SERVICE• IMAGE• SPOKESPERSON• RETAIL OUTLET

CREDIBILITY OF SPOKESPERSON &

ENDORSERSEFFECT OF PITCHMANUSE OF CELEBRITYSYNERGY BETWEEN ENDORSER & PRODUCTDEMOGRAPHIC CHARACTERISTICS OF ENDORSER

MUST BE SIMILAR TO TARGET AUDIENCECREDIBILITY OF ENDORSERCREDIBILITY OF CORPORATEUSE OF TESTIMONIALS

MESSAGE CREDIBILITYREPUTATION OF RETAILERS

RETAIL ADVERTISING REINFORCES MANUFACTURER’S MESSAGE

REPUTATION OF MEDIUM

EFFECT OF TIME ON SOURCE CREDIBILITY

THE SLEEPER EFFECT

EFFECT ON HIGH CREDIBILITY SOURCE

POSITIVE AND NEGATIVE EFFECT

EFFECT DISAPPEARS AFTER SIX WEEKS

RECEIVERTARGET AUDIENCEDECODING THE MESSAGEFACTORS AFFECTING DECODING

i. PERSONAL CHARACTERISTICS ii. INVOLVEMENT WITH THE PRODUCTiii. CONGRUENCY OF THE MESSAGE WITH THE

MEDIUMiv. RECEIVER’S MOOD

PERSONAL CHARACTERISTICSDEMOGRAPHICS( AGE, GENDER)SOCIO CULTURAL MEMBERSHIPLIFESTYLEPERSONALITYATTITUDEPRIOR LEARNINGPERCEPTIONEXPERIENCE

INVOLVEMENT & CONGRUENCYPERSONAL INVOLVEMENT

ATTENTION

LOW INVOLVEMENT OF CONSUMERS DECODE THE MESSAGE WITHIN THE CONTEXT

MOODEMOTIONAL APPEAL IS EFFECTIVE

POSITIVE MOOD ENHANCES LEARNING

CHANGED MOOD AFFECTS EVALUATION & RECALL

BARRIERS TO COMMUNICATIONSELECTIVE EXPOSURE TO MESSAGES

ZAPPING OF COMMERCIALS

ROAD BLOCKING

PSYCHOLOGICAL NOISEA. CLUTTER OF MESSAGES

B. HOW TO OVERCOME :• REPEAT EXPOSURE• CONTRAST COPYWRITING• USE OF TEASERS• SPECIALIZED MEDIA

FEEDBACKPROMPTACCURATERARELY DIRECTINFERREDINFERRED FROM -CONSUMERS ACTION, ENQUIRYREPEAT PURCHASE, SATISFACTIONHOTLINE SERVICES

FEEDBACKADVERTISING RESEARCHIMPACT OF ADVERTISINGPERSUASIVE EFFECTSALES EFFECTMEDIA PREFERENCESTV PROGRAMSRECALL OF ADV.

PERSUASIVE COMMUNICATIONOBJECTIVE OF COMMUNICATIONAPPROPRIATE AUDIENCEAPPROPIATE MEDIADESIGNING MESSAGEFOR MEDIAFOR AUDIENCE

COMMUNICATION STRATEGYPRIMARY OBJECTIVEA. AWARENESSB. PROMOTING SALESENCOURAGING PRACTICESREDUCING COGNITIVE DISSONANCEATTRACTING RETAIL PATRONAGECREATING FAVOURABLE IMAGE

COGNITIVE MODELSDEPICTS PROCESSEXPOSURE OF MESSAGERESULT OF EXPOSUREINTERESTDESIREBUYING

COGNITIVE MODELSTHREE PHASESFLOW OF PERCEPTIONRELATIONSHIP AMONG KEY FACTORSPERSUASION, PERCEPTION, EXPERIENCE &

MEMORY

CONSUMER SEGMENTHOMOGENOUSIMPOSSIBLE TO DEVELOP SINGLE MESSAGEUNIVERSAL APPEAL IN SIMPLE LANGUAGESPIN OFF A SERIES OF RELATED MESSAGESTARGETTING TO THE SPECIFIC INTERESTS

MEDIA STRATEGYPLACEMENT OF ADS IN SPECIFIC MEDIARESEARCH PREPARES CONSUMER PROFILEDESCRIPTIVE AUDIENCE PROFILE

MESSAGE STRATEGYTHROUGH IDEAATTITUDEIMAGE OR OTHER INFORMATIONUNDERSTAND TARGET AUDIENCEPERSONAL CHARACTERISTICSDEMOGRAPHIC

MESSAGEDESIGNPICTURESLOGOWORDSSONGJINGLENON VERBAL STIMULI- REINFORCEMENT

THREE PERSONALITY TYPESRIGHTEOUS BUYERSOCIAL BUYERPRAGMATIC BUYER (PRACTICAL- VALUE FOR

MONEY)

INVOLVEMENT THEORYA. HIGH INVOLVEMENT PURCHASEB. LOW INVOLVEMENT PURCHASEC. ELABORATION LIKELIHOOD MODEL

A. HIGH INVOLVEMENT- HIGH PRICE LONG LASTING DEEP INTEREST

INVOLVEMENT THEORYB.CONTROL ROUTE OF PERSUASION RATIONAL ISSUE RELATED ARGUMENTS COGNITIVE PROCESS

INVOLVEMENT THEORYB. LOW INVOLVEMENT LOW PRICE SHORT LIFE TRIALC. PERIPHERAL ROUTE OF PERSUAION SYMBOLIC MATERIAL PLEASANT INDIRECT ASSOCIATION PROVOKE FAVOURABLE INFERENCES

MESSAGE STRUCTURERESONANCE ADVERTISINGWORD PLAYCREATE DOUBLE MEANINGUSED WITH RELEVANT PICTUREINSIGHTS PROVIDED BY SEMIOTICSCAN CHANGE CONSUMER’S ATTITUDESIMPROVES UNAIDED RECALL

MESSAGE STRUCTUREMESSAGE FRAMINGSTRESS BENEFITSPOSITIVE MESSAGE FRAMINGBENEFITS LOST BY NOT USINGNEGATIVE MESSAGE FRAMING

MESSAGE STRATEGYONE SIDEDPOSITIVE ATTRIBUTES

TWO SIDEDCOMPETITORS NEGATIVE COUNTER CLAIMSMORE CREDIBLEPOSTIVE AS WELL AS NEGATIVE ATTRIBUTES

TYPE OF AUDIENCEA. CRITICAL AUDIENCEB. EDUCATEDC. TWO SIDED

MESSAGE STRATEGYCREDIBILITY CAN BE ENHANCEDDISCLAIMING SUPERIORITYNOT CLAIMING PRODUCT IS UNIVERSAL CARE

MESSAGE STRATEGYCOMPARITIVE ADVERTISINGEXPLICIT COMPARISONIMPLICIT IDENTIFIEDON OVERALL BASISSELECTED ATTRIBUTESUSEFUL FOR PRODUCT POSITIONINGBRAND POSITIONING

MESSAGE STRATEGYCOMPARITIVE ADVERTISINGEXERTS MORE POSITIVE EFFECTBRAND ATTITUDEPURCHASE INTENTIONPURCHASE

MESSAGE STRATEGYORDER EFFECTFIRST AD MESSAGE RECALLED BESTMIDDLE ADS RECALLED LASTORDER OF PRODUCT BENEFITS

INTEREST OF AUDIENCESMOST IMPORTANT ATTRIBUTE FIRST= LOW

INTERESTPRODUCT BENEFITS IN ASCENDING ORDERFAVOURABLE FIRSTUNFAVOURABLE LAST

REPETITIONFREQUENCY OF ADVERTISEMENTSAFFECTS OF PERSUASIONAD RECALLBRAND NAME RECALLBRAND PREFERENCE

FEEDBACKAUDIENCE PARTICIPATIONTWO WAY COMMUNICATIONREINFORCES THE MESSAGEACCOMPLISHED IN ON-LINE COMMUNICATION