Chapter 9 part 2 Flashcards
How do personal characteristics influence how a message is received?
The meaning of a message is a function of:
1. the message itself
2. the receivers ability to process the message,
3. the receivers motivation.
All of individuals personal characteristics influence accuracy with which the individual decodes a message such as demographics and lifestyle.
What are the characteristics of an opinion leader?
- Category-specific
- Enjoy talking about the product, service, etc.
- Self-confident
- More outgoing
- More social
the effect of Involvement and congruency on how a message is received:
– Low-involvement consumers: preferred context-congruent advertisements (e.g. humourous advert
during humourous programme)
– High-involvement consumers: preferred messages contrasting with the style of the context (e.g. humourous advert during documentary)
– Cause-related marketing (i.e. with a ‘social’ dimension): propels even low-involvement customers
into action
The effect of mood on how a message is received:
Especially important for emotion and feelings-based products such as perfume
Positive moods will enhance the consumer’s reaction to buying the product and persuading them to do so
Emotions can persuade a consumer to become involved in a social cause
What are some barriers to communication?
- selective exposure to messages
consumers only read advertisements of interest and ignore uninteresting advertisements (caller ID) - Psychological noise
seen in competing advertising messages or distracting thoughts that negatively impact the perception of a personalised message
how do marketers overcome psychological noise?
- Repeated exposure to advertising messages may bypass noise
- Using contrast to break through the noise and clutter
- Use digital technologies to monitor consumers visits to websites
What is traditional media and what are the types?
Television, radio, magazines, newspapers
What is new (none-traditional) media? how does it differ?
More dynamic. While mass media transmit the same message to all the members of a given audience and the receivers are passive, messages transmitted via new media are:
- addressable - custimized and addressed to different receivers
- interactive - receivers can interact with the sender
- response measurable - receivers response can be measured more precisely
what are the types of non-traditional media?
- Out-of-home and on-the-go media:
▪ Captive advertising screens placed in buildings
▪ Digital billboards and displays placed next to events/roads - Online and mobile media:
• Also known as consumer-generated media and mobile advertising
• Data interpretation comes from consumer interaction with web clicks
• Personalized advertising is available due to the GPS tracking system being implemented - Interactive TV:
• TV programming and the interactivity of the web that had been combined
• Interactivity between the sender and the receiver
ways media must be congruent with message
Addressable advertising - analysis of purchase behaviour of users to make customised recommendations about future offerings
Branded entertainment - product placement, users can’t avoid
What are the decisions that marketers must make in designing a message with regards to message structure and presentation?
- Resonance
- message framing
- one-sided versus two-sided messages
- order effects
expand upon resonance
advertising resonance is word play often consisting of a humorous double meaning To increase the chances that consumers notice the advert.
expand upon message framing
Positive message framing-benefits to be gained by using a product
negative message framing-benefits to be lost by not using the product
Expand upon one-sided versus two-sided messages
Stress own product or competing product comparison aswell
Might seem less credible if they do not mention competitors
if the audience is friendly and already using the product one sided is better
if the audience is unfriendly or well educated than a two sided message is better
Expand upon order effects
The order in which an advertisement is presented can also influence the consumer
the material first presented will have a greater effect (primary effect)
if the second material has a greater effect, the recency effect will be observed
Adverts placed on the front or back of magazines cost more
place favourable material before unfavourable material to ensure greater tolerance for unfavourable news
