Escolar Documentos
Profissional Documentos
Cultura Documentos
Opening Vignette
8-2
What is Communication?
The
8-3
Elements of the
Communications Process
The
8-4
Medium
can be:
8-5
8-6
of the source
Message characteristics
Characteristics of the receiver
Characteristics of the medium
8-7
Issues in Credibility
Credibility
of Informal Sources
Opinion leaders
Credibility
8-8
8-9
Endorser
Is
8-10
Sleeper Effect
The
8-11
Message Characteristics
Message
Credibility
8-12
Resonance or wordplay
Message Framing: positive or negative
One-sided versus Two-sided Messages
Comparative Advertising
Order Effects
Repetition
Copyright 2006 Pearson
8-13
Used
Factual or Emotional
Types
of Emotional Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Copyright 2006 Pearson
8-14
8-15
Characteristics
Involvement and Congruency
central route to persuasion for high
involvement products
peripheral route to persuasion for low
involvement products
Mood
Copyright 2006 Pearson
8-16
Access to large
audiences
Effective for local
reach
Flexible
Fast
Feedback possible
through coupon
redemption, etc.
Not selective
Short message life
Clutter
Cost varies based on
ad size and vehicle
circulation
8-17
Highly selective
Selective binding
possible
High quality
production
High credibility
Long message life
High pass along rate
8-18
Large audiences
possible
possible
Demonstration possible
Very high costs overall
Low costs per contact
8-19
geographic
and demographic
selectivity
Short lead time
Relatively
inexpensive
Good local
coverage
8-20
Demographic skew to
audience
Very high clutter
Zapping possible
Great variation in
pricing
Privacy concerns
8-21
High audience
selectivity
Personalization
possible
Novel, interesting
stimuli possible
Low clutter
Perception of junk
mail
Feedback possible
through response
High cost per contact
8-22
Development of
databases
High audience
selectivity
Relatively free of
clutter
Privacy concerns
Measurable responses
Cost per inquiry, cost
per sale, revenue per
ad can be calculated
8-23
8-24
Barriers to Communication
Selective Perception
Wandering, Zapping, Zipping, and Channel
Surfing
Combat with Roadblocking
Psychological Noise
Combat with repeated exposures, contrast in the
copy, and teasers
Copyright 2006 Pearson
8-25
8-26