Description
This is presentation is about the process of communication in marketing
THE PROCESS OF COMMUNICATION
• Process • Models
H ow do you
persuade?
PERSUASION THE KEY FACTORS
• Attitudes • Values • Ego Involvement • Credibility
ATTITUDES
• Positive/ negative feelings towards people, •
things and ideas Affects interpretation of information and behavior
MEASURING ATTITUDE
• Direct Measures • Measuring response • Derived Measures • Concerning attitude objectives.
Involve a set of attribute criteria. Need to determine attributes and their relative importance • Ideal Product / Conjoint Analysis
CONSISTENCY THEORY
• Advertising creates cognitive tension by creating
sets of attitudes that are inconsistent and can be relieved only by altering beliefs and attitudes
VALUES
• Guidelines for living life • Guide your entire belief system • Changing values changes all attitudes related to
those values
EGO INVOLVEMENT
• Importance attached to a particular issue/topic • Persuasion is proportional to degree of
involvement
CREDIBILITY
• Dependent on the subject and the audience • How believable the communication is • How likeable the brand is
HIDDEN FACTORS AFFECTING CREDIBILITY
• Stereotypes • Inconsistency • Bad use experience • Feeling let down at the • • •
“moment of truth” Conflicts of interest Hidden motives Mistakes / lies
C ommunication
How
works
THE FOG FACTOR
We respectfully petition, request and entreat that due and adequate provision be made, this day and date hereunder subscribed, for the satisfying of these petitioners’ nutritional requirements and for the organizing such methods of allocation and distribution as may be deemed necessary and proper to assure the reception by and for said petitioners of such quantities of cereal products as shall, in the judgment of the aforementioned petitioners, constitute a sufficient supply thereof
System
Noise
Stimulus
Medium
Response
Distortion
REQUISITES OF EFFECTIVE COMMUNICATION
• • • •
Common field of experience between sender and receiver Use signals understood in the same way by source and receiver. Product information translated into consumers language Message designed and delivered to gain attention of receiver Arouse need awareness in receiver and suggest a method of satisfaction appropriate to the receivers group situation
Bottom Line : Know your audience
INFORMATION PROCESSING & CHANGING ATTITUDE
• Need for information • Products that are expensive, complex or unknown • Expectancy that processing a particular stimulus will lead to relevant information exposure • Probability measures • Measure of the value of the message as a source of relevant information • Measured in terms of the goodness or
badness of the message as an information source
INFORMATION PROCESSING
PERCEPTION PROCESS
Stimulus Conditions Copy, Size, Intensity, Message, Novelty, Position, Context Audience Conditions Needs, Values, Attitudes, Interests, Information Needs, Interests, Confidence, Social Context, Cognitive Style Stimulus
Attention
Interpretation
SOME CONCEPTS
• • • • •
Simplify Distort Organize Gestalt
• • • • •
Perceive as being simpler than they are Exaggerate differences Adjust to reference stimuli Stimulus is perceived as a whole. Individual has a cognitive drive towards an orderly cognitive configuration Cognitive drive towards a familiar, regular and meaningful configuration
Closure
• Aoccdrnig to rsceearh dnoe at an Elingsh
uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer are at the rghit pclae.The rset can be a toatl mses and you can sitll raed it wouthit any porbelm. Tihs is bcuseae we do not raed ervey lteter by it slef but the wrod as a wlohe!
Stimulus
Simplify
Adjust to reference stimuli
Perceive as being simpler than they are
Exaggerate differences
ATTENTION FILTER
• People look at ads for • Information • Selective Exposure • Obtain variety and combat boredom • Interesting • Ads need to deviate from the background /
context in which they appear
ATTENTION LEVELS
• • • •
The attention filter operates at various levels of effort and consciousness Active Search Passive Search
• • •
Receiver actually seeks information from all sources Receiver searches only for information from all media to which he/she is exposed during the normal course of events Receiver has little need for info and makes no conscious effort to obtain it, but some information may nevertheless enter the system
Passive Attention
PERCEPTIONS
Based on • Needs • Values • Preferences • Group Pressure • Cognitive Needs
• Need for cognitive
clarity
• Cognitive Style
• Sharpeners (clarifiers) • Levellers (simplifiers)
• •
• •
Stimulus • Inform • Persuade • Entertain Attention • Active attention • Passive search • Passive attention Interpretation • Simplify • Distort • Organize Cognition
THE PROCESS
RESPONSE HIERARCHY MODELS
BEHAVIORAL DIMENSIONS
?
Cognitive
? ? ?
Realm of thought Ads provide information or facts Announcements, Descriptive copy, Classifieds, Slogans, Jingles, Teaser Campaigns Realm of emotions Ads change attitudes or feelings Competitive ads, Argumentative copy, Image ads, Status/ glamour appeals Realm of motives Ads stimulate or direct desires POP, Retail store ads, Deals, Last chance offers, Price appeals, Testimonials
?
Affective
? ? ?
?
Conative
? ? ?
AIDA MODEL
Information Level Awareness
Attitude Level
Interest Desire
Behavioral Level
Action
HIERARCHY OF EFFECTS MODEL
Information Level Awareness Interest Knowledge
Attitude Level
Evaluation Preference Conviction
Behavioral Level
Action
Source : Lavidge & Steiner
INNOVATION ADOPTION MODEL
Source : Rogers
COMMUNICATION MODEL
Information Level Exposure Reception Cognition
Attitude Level
Attitude Intention
Behavioral Level
Behavior
ALTERNATIVE RESPONSE HIERARCHIES
The Three Orders Model of Information Processing: Michael Ray
INDUSTRIAL COMMUNICATION
Response Ideal Prospect Communication pressure High Interest Segregation
Low Effort Conversion
High Effort Conversion
Dud Prospect Low Interest Product trial offers, Field sales pressure
PRECIPITATING ACTION
? ? ? ?
?
Make it clear (what the proposition is) Make it complete (what the promise is) Make it important Make it personal (who is the promise important to) Make it demanding (that some action be taken)
PERSUASIVE TECHNIQUES
? ? ?
? ?
Match your message to audience needs Build credibility with your audience Ensure that verbal and non-verbal messages do not conflict Using one-sided vs. two sided messages Use deductive (general to the particular) vs. inductive (particular cases to a general conclusion) approaches
PERSUASIVE TECHNIQUES
? ? ?
? ? ? ?
Tell them what you want them to do Suggest small, specific steps Cut through complex arguments with a simple demo / statement Have a neutralizer ready Use guilt Threaten a third party Give them an out
PERSUASIVE TECHNIQUES
? ? ? ?
? ? ? ?
Distinguish features from benefits Provide a clear alternative Present new information Show how your position is consistent with theirs Start with points of agreement Anticipate counter arguments Use a variety of devices Put values into conflict to change an attitude
T hank you for
your time!
doc_863985563.ppt
This is presentation is about the process of communication in marketing
THE PROCESS OF COMMUNICATION
• Process • Models
H ow do you
persuade?
PERSUASION THE KEY FACTORS
• Attitudes • Values • Ego Involvement • Credibility
ATTITUDES
• Positive/ negative feelings towards people, •
things and ideas Affects interpretation of information and behavior
MEASURING ATTITUDE
• Direct Measures • Measuring response • Derived Measures • Concerning attitude objectives.
Involve a set of attribute criteria. Need to determine attributes and their relative importance • Ideal Product / Conjoint Analysis
CONSISTENCY THEORY
• Advertising creates cognitive tension by creating
sets of attitudes that are inconsistent and can be relieved only by altering beliefs and attitudes
VALUES
• Guidelines for living life • Guide your entire belief system • Changing values changes all attitudes related to
those values
EGO INVOLVEMENT
• Importance attached to a particular issue/topic • Persuasion is proportional to degree of
involvement
CREDIBILITY
• Dependent on the subject and the audience • How believable the communication is • How likeable the brand is
HIDDEN FACTORS AFFECTING CREDIBILITY
• Stereotypes • Inconsistency • Bad use experience • Feeling let down at the • • •
“moment of truth” Conflicts of interest Hidden motives Mistakes / lies
C ommunication
How
works
THE FOG FACTOR
We respectfully petition, request and entreat that due and adequate provision be made, this day and date hereunder subscribed, for the satisfying of these petitioners’ nutritional requirements and for the organizing such methods of allocation and distribution as may be deemed necessary and proper to assure the reception by and for said petitioners of such quantities of cereal products as shall, in the judgment of the aforementioned petitioners, constitute a sufficient supply thereof
System
Noise
Stimulus
Medium
Response
Distortion
REQUISITES OF EFFECTIVE COMMUNICATION
• • • •
Common field of experience between sender and receiver Use signals understood in the same way by source and receiver. Product information translated into consumers language Message designed and delivered to gain attention of receiver Arouse need awareness in receiver and suggest a method of satisfaction appropriate to the receivers group situation
Bottom Line : Know your audience
INFORMATION PROCESSING & CHANGING ATTITUDE
• Need for information • Products that are expensive, complex or unknown • Expectancy that processing a particular stimulus will lead to relevant information exposure • Probability measures • Measure of the value of the message as a source of relevant information • Measured in terms of the goodness or
badness of the message as an information source
INFORMATION PROCESSING
PERCEPTION PROCESS
Stimulus Conditions Copy, Size, Intensity, Message, Novelty, Position, Context Audience Conditions Needs, Values, Attitudes, Interests, Information Needs, Interests, Confidence, Social Context, Cognitive Style Stimulus
Attention
Interpretation
SOME CONCEPTS
• • • • •
Simplify Distort Organize Gestalt
• • • • •
Perceive as being simpler than they are Exaggerate differences Adjust to reference stimuli Stimulus is perceived as a whole. Individual has a cognitive drive towards an orderly cognitive configuration Cognitive drive towards a familiar, regular and meaningful configuration
Closure
• Aoccdrnig to rsceearh dnoe at an Elingsh
uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer are at the rghit pclae.The rset can be a toatl mses and you can sitll raed it wouthit any porbelm. Tihs is bcuseae we do not raed ervey lteter by it slef but the wrod as a wlohe!
Stimulus
Simplify
Adjust to reference stimuli
Perceive as being simpler than they are
Exaggerate differences
ATTENTION FILTER
• People look at ads for • Information • Selective Exposure • Obtain variety and combat boredom • Interesting • Ads need to deviate from the background /
context in which they appear
ATTENTION LEVELS
• • • •
The attention filter operates at various levels of effort and consciousness Active Search Passive Search
• • •
Receiver actually seeks information from all sources Receiver searches only for information from all media to which he/she is exposed during the normal course of events Receiver has little need for info and makes no conscious effort to obtain it, but some information may nevertheless enter the system
Passive Attention
PERCEPTIONS
Based on • Needs • Values • Preferences • Group Pressure • Cognitive Needs
• Need for cognitive
clarity
• Cognitive Style
• Sharpeners (clarifiers) • Levellers (simplifiers)
• •
• •
Stimulus • Inform • Persuade • Entertain Attention • Active attention • Passive search • Passive attention Interpretation • Simplify • Distort • Organize Cognition
THE PROCESS
RESPONSE HIERARCHY MODELS
BEHAVIORAL DIMENSIONS
?
Cognitive
? ? ?
Realm of thought Ads provide information or facts Announcements, Descriptive copy, Classifieds, Slogans, Jingles, Teaser Campaigns Realm of emotions Ads change attitudes or feelings Competitive ads, Argumentative copy, Image ads, Status/ glamour appeals Realm of motives Ads stimulate or direct desires POP, Retail store ads, Deals, Last chance offers, Price appeals, Testimonials
?
Affective
? ? ?
?
Conative
? ? ?
AIDA MODEL
Information Level Awareness
Attitude Level
Interest Desire
Behavioral Level
Action
HIERARCHY OF EFFECTS MODEL
Information Level Awareness Interest Knowledge
Attitude Level
Evaluation Preference Conviction
Behavioral Level
Action
Source : Lavidge & Steiner
INNOVATION ADOPTION MODEL
Source : Rogers
COMMUNICATION MODEL
Information Level Exposure Reception Cognition
Attitude Level
Attitude Intention
Behavioral Level
Behavior
ALTERNATIVE RESPONSE HIERARCHIES
The Three Orders Model of Information Processing: Michael Ray
INDUSTRIAL COMMUNICATION
Response Ideal Prospect Communication pressure High Interest Segregation
Low Effort Conversion
High Effort Conversion
Dud Prospect Low Interest Product trial offers, Field sales pressure
PRECIPITATING ACTION
? ? ? ?
?
Make it clear (what the proposition is) Make it complete (what the promise is) Make it important Make it personal (who is the promise important to) Make it demanding (that some action be taken)
PERSUASIVE TECHNIQUES
? ? ?
? ?
Match your message to audience needs Build credibility with your audience Ensure that verbal and non-verbal messages do not conflict Using one-sided vs. two sided messages Use deductive (general to the particular) vs. inductive (particular cases to a general conclusion) approaches
PERSUASIVE TECHNIQUES
? ? ?
? ? ? ?
Tell them what you want them to do Suggest small, specific steps Cut through complex arguments with a simple demo / statement Have a neutralizer ready Use guilt Threaten a third party Give them an out
PERSUASIVE TECHNIQUES
? ? ? ?
? ? ? ?
Distinguish features from benefits Provide a clear alternative Present new information Show how your position is consistent with theirs Start with points of agreement Anticipate counter arguments Use a variety of devices Put values into conflict to change an attitude
T hank you for
your time!
doc_863985563.ppt