Solomon-PPT-ch04-survey of promotion-留学时教授给的课件

4-5
Traditional Linear Communications
4-6
Interactive, Nonlinear, Multi-Vocal Communications Model
• • The updated communication model is interactive, nonlinear, and multi-vocal. Consumers may choose to “opt out” of listening to a particular message and decide which messages they see or hear, and when. Permission marketing persuades consumers who have agreed to listen to it in the first place.
•
4-7
Updated Communications Model
4-8
Components of Communication
• • Source credibility means that consumers perceive the source as an expert who is objective and trustworthy. Source attractiveness refers to the source’s perceived social value, not just his or her physical appearance. High social value comes partly from physical attractiveness but also from personality, social status or similarity to the receiver. We listen to people who are like us. There is evidence that physically attractive people are more persuasive.
• •
4-9
George Clooney Promotes the U.N.
4-10
Message Forms
• • • • • • Emotional messages attempt to create an emotional response in the receiver. Rhetorical questions make the receiver an active participant even if the medium of the message is passive or one-directional. One-sided messages present only the positive attributes of the product. They often include objective variables such as price or performance. Two-sided messages present both positive and negative information. Refutational arguments raise a negative issues and then refute them and can be quite effective if the audience is more educated. Comparative messages explicitly trumpet a brand’s virtues vis a vis one or more named competitors.
•• • • • • Nhomakorabea4-3Here’s Your Chapter Roadmap (Cont’d.)
• • • • • • Define the multi-attribute attitude model and the elaboration likelihood model of behavior. Compare and contrast behavioral learning theories versus cognitive learning theories. Illustrate the memory process by relating how things are remembered and forgotten. Discuss opinion leaders and their impact on the marketing and advertising process. Categorize the various group identifications (e.g., reference groups, subcultures, taste cultures, and brand communities). Describe the advantages and disadvantages associated with standardization versus localization in global markets. Explain the concept of semiotics and its impact on communication and marketing.
• •
4-13
Diffusion of Innovation
• • • • Diffusion of innovation refers to the process by which an idea spreads through a population. Advertising depends on the transmission of information among members of a society to spread the word about new ideas, products, and services. A piece of cultural information can be thought of as being a meme. Today, memes spread at an increasing velocity around the globe via cyberspace. What is an innovation? An innovation is any idea, product or service that consumers perceive to be new (whether it actually is or not).
Launch! Advertising and Promotion in Real Time
4-1
Chapter 4
Consumers and the Communication Process
4-2
Here’s Your Chapter Roadmap
• • Describe the traditional linear communications model. Describe the new interactive, nonlinear, multi-vocal communications model. Identify the components of communication that one must master to successfully communicate with consumers. Compare and contrast one-sided versus two-sided messages. Discuss the diffusion of innovations process and its various stages. Demonstrate an ability to match the decision process model with a purchase decision. Describe the various consumer behavior models based on motivation. Explain how attitudes influence the information processing element in communication.
• • The physical and social environment affects receptiveness. Intangibles like odors and even temperature affect our ability and desire to listen to messages. Messages must stand out from the clutter of competing messages. Consumers are often in a state of informational overload, where they are exposed to far more information than they can process.
4-4
•
From Talking to Consumers to Talking with Them
• The Traditional Linear Communications Model is a one-way street.
– The source (advertising agency) creates a message (the advertisement) and selects the medium (newspaper, TV, et cetera) that carries that message to the receiver (the consumer). The consumer may give feedback to the source about the message or ignore the message altogether.