Topic 9 - Consumer persuasion & reference group

Question 1

Definition of Communication

Answer 1

Communication is the transmission of a message from a sender to receiver via a channel/medium

Question 2

Marketing implications for Communication

Answer 2

Sender (Marketers) > encodes message > channel (medium) > Receiver (consumer) will then decodes and give feedback back to Sender

Question 3

4 stages of Designing persuasive messages

Answer 3

OKCE

1. establish promotion OBJECTIVES
2. key messages
3. select appropriate channel
4. encode the message

Question 4

What are the 4 encoding techniques?

Answer 4

IMOO

1. image and text
2. message framing
3. one sided vs two sided
4. order effect

Question 5

Explain Image vs Text encoding techniques

Answer 5

Images: simple messages and easy to understand
Text: Situation where consumers need more information
- new product
- complex product
- cognitive decision making

Question 6

Explain message framing

Answer 6

Positive message framing: Focus on benefits gained using the product

Negative message framing: Stress the benefits loss for not using the product

Negative message framing is more effective with

• consumers with low need for cognition
• consumers with less time to process information (limited time sale)
• products that enable early detection of diseases

Question 7

Explain one sided vs two sided

Answer 7

1. one sided message focus on brand only

2. two sided message compare with competitor to show product superiority

Question 8

Explain order effect

Answer 8

1. primacy effect - consumers remember message presented first
2. recency effect - consumers remember message presented last

when audience interest is low, the most important point should be made first to attract attention

Question 9

What are the 3 advertising appeal?

Answer 9

FHS

Fear appeal, Humour Appeal, Sexual Appeal

Question 10

explain fear appeal and key considerations when using

Answer 10

1. fear appeal is commonly used to discourage negative behaviour
2. key considerations when using is
   - not too much disgust or fear
   - repetitive advertising to enhance effectiveness

Question 11

explain humour appeal and its key considerations

Answer 11

1. humour appeal is effective for attracting attention and enhance liking of brand or product
2. key considerations are
   - humour must be relevant
   - effective for existing product
   - effective for low involvement purchase

Question 12

explain sexual appeal and its key considerations

Answer 12

1. sexual appeal attracts attention by appealing to sexual self schema and sensation seeking
2. key considerations are
   - must be relevant to product
   - exercise caution in using nudity

Question 13

What is reference group?

Answer 13

1. groups that serve as sources of comparison, influence and norms for peoples values and behaviour
   - family, social class, media

they are important because they are seen as unbiased and reliable

Question 14

What is source credibility and the 4 factors that influences it?

Also, what are other factors to consider when using brand ambassadors?

Answer 14

1. source credibility is the believability of the brand ambassador or spokesperson
2. ETAL
   - expertise
   - trustworthiness
   - attractiveness
   - likability

when choosing brand ambassadors, must be similar demographic to consumer and brand must be trusted by consumers