Chapter ppt 09 - copy-1
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The document discusses key concepts in communication models, including the source, receiver, message, and channel. It covers topics like source credibility, reference groups, opinion leaders, word-of-mouth marketing, and the shift from traditional to nontraditional media. It also addresses designing persuasive communications through message framing, order effects, advertising appeals, and determining effectiveness. The overall content focuses on understanding the basic communication model and factors that influence consumer behavior.
Chapter ppt 09 - copy-1
- 2. Basic Communication Model Figure 9.2 2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 3. The Source as the Initiator 33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 4. The Source - Impersonal and Interpersonal Communications • Source Credibility • Reference Groups – Normative – Comparative – Membership – Symbolic 44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 5. • Informal Sources – Opinion leaders • Word of Mouth and eWOM – Two-way communication – Social networks – Brand communities – Message boards and Blogs 5 The Source Informal Sources and Word of Mouth 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 6. • Buzz Agents • Viral Marketing • Tackling negative rumors 6 The Source Word of Mouth – Strategic Applications 6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 7. • Institutional advertising • Publicity • Endorsers 7 The Source Credibility of Formal Sources 7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 8. Discussion Questions • Who do you consider to be a credible spokesperson(s)? • Why? • Can you think of certain ads with credible spokespeople? • Ads with spokespeople who are NOT credible? 8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 9. Credibility of Formal Sources Endorser Effectiveness 99Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 10. 10 Credibility of Formal Sources Other Credibility Sources 10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 11. The Receivers as the Target Audience • Personal characteristics and motives • Involvement and congruency • Mood • Barriers to communication – Selective exposure to messages – Psychological noise 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 12. Overcoming Psychological Noise 1212Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 13. Media (Channel) • Mass Media • Nontraditional (New) Media is: 1313Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 14. The Shift From Traditional To Nontraditional Advertising Is Growing - Figure 9.5 1414Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 15. Nontraditional Media • Out-of-home and On-the-go – Advertising screens in buildings and transit – Digital billboards on roads – Ambient advertising (in new places) • Online and Mobile – Includes consumer-generated media – Narrowcast messages • Interactive TV (iTV) 1515Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 16. Designing Persuasive Communications • Resonance • Message framing • One-Sided versus Two- Sided Messages • Order Effects • Wordplay • Used to create a double meaning when used with a relevant picture Message Structure and Presentation 16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 17. Ads That Show Resonance 1717Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 18. Designing Persuasive Communications • Resonance • Message framing • One-Sided versus Two- Sided Messages • Order Effects • Positive framing • Negative framing Message Structure and Presentation 18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 19. Designing Persuasive Communications • Resonance • Message framing • One-Sided versus Two- Sided Messages • Order Effects Depends on nature of the audience and nature of competition Message Structure and Presentation 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 20. Designing Persuasive Communications • Resonance • Message framing • One-Sided versus Two- Sided Messages • Order Effects • Primacy • Recency • Order of benefits • Brand name Message Structure and Presentation 20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 21. Advertising Appeals • Comparative • Fear • Humor • Abrasive • Sex • Audience participation • Timely • Celebrities 2121Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 22. Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases 22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 23. Two Advertising Appeals Are Shown in This Ad-Humor and Fear 23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 24. Types of Celebrity Appeals Table 9.6 2424Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 25. Feedback Determining Effectiveness 25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine ºÝºÝߣ
- 27. Chapter 9-1: The Viewer’s Voice Influences TV Programming 1. Communication Feedback 2. Should programmers and producers consider the feedback? 3. Source Credibility 4. Compare and contrast Neilsen ratings and TWOP for a given episode. 27