Persuading Consumers 1

Question 1

Comparative Advertising

Answer 1

Comparing commercials about the company’s products with a competitor’s product in a legal way
- Helps create a distinct image on both products (complimentary)

Question 2

Model of Communication

Answer 2

Communication:
The transmission of a message from a sender to a receiver via a medium

Receivers must decode persuasive messages as the senders intended

Question 3

Marketing Communications

Answer 3

Impersonal Communications:
Messages that companies transmit through their marketing departments, advertising, or public relations agencies
- broadcast media, print media, online and digital media

Interpersonal Communications:
- Formal Sources (Salesperson)
- Informal Sources (Peers with whom the consumer communicates face-to-face or via electronic means)

Question 4

Source Credibility

Answer 4

A source’s perceived expertise and trustworthiness
- Persuasion usually requires a great degree of source credibility.
- Rely on the source’s credibility when deciding between brands that claim to deliver similar benefits

A celebrity endorser or professional can change attitudes through the central or peripheral route:

Central route: NBA player talking about his personal experience with Nike shoes
(enhances perception of product’s functional attributes by using facts to persuade consumers)

Peripheral route: Taylor Swift drinking Diet Coke (positive association of celebrity, such as beauty, fame, and positive emotions)

Sleeper Effect:
Disassociation of messages from its source over time
- People remember the content, but not the source

Question 5

Barriers to Communications

Answer 5

Selective Exposure:
Consumers’ selectively pay attention to advertising messages and ignore those that are irrelevant

Time Shift:
Recording TV shows and viewing them at their leisure while skipping over commercials

Psychological Noise:
Competing advertising messages, can affect the reception of a promotional message

Question 6

Overcoming Noise

Answer 6

Repeated Exposure:
Facilitates message reception
- To increase advertising redundancy, messages are placed in video games, movie theaters, elevators, supermarket aisles

Contrast:
Breaks through ad clutter and attracts attention
- Features an unexpected outcome and increases sensory input (color, scent, sound)

Mere Exposure Effect:
- Through repeated exposure, we may reach basic awareness among consumers, which is necessary but insufficient to drive purchase behavior

Digital Technologies: enable marketers to
- Monitor the consumer’s visits to websites
- Infer the person’s interests from this data
- Design and send customized promotional messages

Positioning:
Advertising and providing value are the most effective ways to ensure that a message stands out

Question 7

Experimental Advertisements

Answer 7

Allow customers to engage and interact with products and services in sensory ways
- Creates emotional bonds (consumers and brands)

Question 8

Addressable Advertising

Answer 8

Messages based on consumers’ shopping behavior
- Customized: data gathered from tracing consumers’ surfing and clicks online
- Interactive: an action by the consumer (click on a link or banner) triggers the transmission of a message

More response-measurable than traditional ads
- Feedback is received sooner and more accurate

Question 9

Message Structure

Answer 9

Message:
Thought, idea, attitude, image, or information that the sender wishes to convey to the intended audience
- Verbal (spoken or written)
- Nonverbal (photograph)

Question 10

Message Objective

Answer 10

Establish Objectives:
- Create awareness
- Promote sales
- Encourage or discourage practices
- Attract patronage
- Reduce dissonance
- Create favorable image

Select Medium

Design (Encode) Mesage