CBCH8 - Attitude Change and Interactive Communications...

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Attitude Change and Interactive Communications Chapter 8
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8-2 Changing Attitudes Persuasion: effectiveness of marketing communications to change attitudes Reciprocity Scarcity Authority Consistency Liking Consensus
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8-3 Tactical Communications Options Who will be source of message? How should message be constructed? What media will transmit message? What target market characteristics will influence ad’s acceptance?
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8-4 Communication Model Figure 8.1
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8-5 Interactive Communications The traditional communications model doesn’t tell the whole story… Consumers have many more choices available and greater control to process messages Permission marketing Frankfurt School theorists
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8-6 Uses and Gratifications Theory Consumers are active, goal-directed, and draw on mass media to satisfy needs Media compete with other sources of entertainment and information Advertising = entertainment, escaping, play, self-affirmation Media play both positive and negative role
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8-7 Updated Communications Model Consumers are now proactive in communications process VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet Figure 8.2
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8-8 New Message Formats M-commerce Worldwide revenue will reach $39 billion in 2007! Blogging Moblogging Video blogging (vlogging) Podcasting RSS (Really Simple Sydication) Flogs (fake blogs) Discussion: Are flogs ethical?
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8-9 Interactive Response Levels Response can be more than just a purchase/transaction First-order response: transaction (sales data) Second-order response: nontransaction customer feedback
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8-10 The Source Source effects: the same words by different people can have very different meanings Source credibility Source attractiveness Match between consumers needs and offered rewards of source Match between source and type of product Experts for utilitarian products Celebrities for social risk/impression products “Typical” consumers for everyday/low-risk products
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8-11 Source Credibility A source’s perceived expertise, objectivity, or trustworthiness Consumers’ beliefs that communicator is competent and provides competitor information Credible source is persuasive when consumer has no formed opinion about product Endorsement contract = large profits
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Sleeper Effect Over time, disliked sources can still get a message across effectively We “forget” about negative source while changing our attitudes Explanations Dissociative cue hypothesis Availability-valence
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This note was uploaded on 02/17/2011 for the course CB/HRM 102 taught by Professor Melissa during the Spring '11 term at LSE.

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CBCH8 - Attitude Change and Interactive Communications...

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