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Communicationand Consumer

Behavior

CHAPTER

NINE

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Learning Objectives

1. To Understand the Role of the Messages Source inthe Communication Process.

2. To Understand the Role of the Messages Audience(Receivers in the Communication Process.

!. To "earn A#out Advertising Media and $o% toSelect the Right Media &hen Sending PromotionalMessages Targeting Selected Consumer 'rous.

). To "earn $o% Understanding Consumers *na#les

Mar+eters to ,evelo Persuasive Messages.-. To Understand $o% Mar+eters Measure the

*ectiveness of Their Promotional Messages.

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Which T!e o" Communication Is#eatured in This Ad$ and What %trategic

Conce!t &oes It 'et Across(

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Nonverba) *sed "orPositioning

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Basic Communication +ode)#igure ,-.

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The %ource as the Initiator

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The %ource /Im!ersona) and Inter!ersona)

Communications

Source Credi#ilit/

Reference

'rous 3ormative

Comarative

Mem#ershi S/m#olic

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nformal Sources 6inion leaders

&ord of Mouth ande&6MT%o7%a/

communication

Social net%or+s 8rand communities

Message #oards and8logs

9

The %ourceIn"orma) %ources and Word o"

+outh

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http://technorati.com/

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8u:: Agents

;iral Mar+eting

Tac+ling negativerumors

Audience

articiation Timel/

Cele#rities

2

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Which Advertising A!!ea)Is %ho8n in Each Ad$ and

Wh Is It *sed(

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/

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/E3ects On Brand Attitudes$Purchase Intentions$ and

Purchases

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Which T8o Advertising

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Which T8o AdvertisingA!!ea)s Are %ho8n in This

Ad(

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Humor and #ear A!!ea)

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T!es o" Ce)ebrit A!!ea)sTab)e ,-9

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&iscussion 1uestions

Bou are a mar+eter for /ourcollegeuniversit/.

$o% could /ou use comarativeadvertising=

,o /ou thin+ it %ould #e eective=

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#eedbac2&etermining E3ectiveness

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#eedbac2&etermining E3ectiveness

*>osure

Peole meters

Message Attention nterretationand Recall

Ph/siological measures

Attitudinal measures Recall and recognition measures

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All rights reserved. 3o art of this u#lication ma/ #ereroduced stored in a retrieval s/stem or transmitted in

an/ form or #/ an/ means electronic mechanicalhotoco/ing recording or other%ise %ithout the rior

%ritten ermission of the u#lisher. Printed in the UnitedStates of America.

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C i h 2010 P *d i P #li hi P i $ ll