THE NATURE OF
COMMUNICATION
Communication is the use of sign to
convey meaning. A sign may be in the
form of verbalized words, a body
movement, a written word, pictures,
or anything that convey important
meanings to the consumer.
Factors that Influence the Effectiveness of
Communication
1. The characteristics of the information source
2. The characteristic of the message that is
used
3. The content to which the message is
delivered
4. The nature of the channel through which the
message is communicated
5. The receiver of the communication
The Source of Information
Persuasive communications begin with a source of
information that encodes and delivers the message
to its target audience or consumers. The marketers
must use different strategies for encoding and
delivering the message. They must select the
medium which will have great appeal to the target
audience. The medium may be in the form of print
or through radio or television. The characteristics of
the medium influence the interpretation of the
message as well as how the information will be
received and processed in the long-term memory of
the consumer.
Source Meaningfulness
Source embodies meaning to the
consumer by connecting their brand
to their lifestyle and hobbies. The
transfer of meaning from the celebrity
to the product is the process of
connecting the endorser with
personal characteristics and the
cultural values of the consumer.
The Characteristics of the Message”
The characteristics of a message greatly
influence how consumers think and
respond to a product. Message content
refers to the strategies used to
communicate ideas about a product,
which can be emotional or factual.
Message construction involves how the
message is arranged, presented, and
timed to create the greatest impact.
Use of rhetoric or figures of speech –
Advertisements may use rhymes,
metaphors, exaggeration, or catchy
phrases to make the message
memorable and meaningful.
Use of simple or complex messages –
Messages should be clear and easy to
understand. If they are too complex or
contain too much information,
consumers may become confused and
less persuaded.
Use of factual or conclusive
messages –
Advertisements should provide clear
information or conclusions that guide
consumers toward a positive response
and influence their buying decisions.
The use of comparative messages with
competing brand
A comparative message is one in which
the advertiser compares the positive
aspects of the brand against the
competing product in the market. The
advertiser claims the superiority of the
brand against the product attributes of the
other brand.
The following guide lines should be observed
when using comparative messages;
• Comparative ads can be effective for low-
market-share of on new brand in reducing
perceived differences with the leading brand.
•Moderate-market-share brands should use only
indirect comparative advertising when
comparisons are made to other moderate brand.
To differentiate its brand from another, a
company should compare it to the
competitor on important attributes
•Market leaders should avoid comparative
advertising.
•The use of one-sided or two-sided
messages.
The use of Fear Appeals in the advertisements
A fear appeal is a message indicating that the
consumers are in for unfortunate circumstances if
they fail to use the product or brand. The intention
of the fear appeal is to activate the consumer
perception that failure to use the product would
mean the presence of some risk factors.
The choice between
statistics or vivid
descriptions in the ads
-Vivid message with concrete words
have greater impact on the consumer
than message containing more
abstract information.
Three (3) Factors that Increase the Vividness of the
Messages
1. The personal relevance raises the consumer
involvement level
[Link] concreteness of the information in the message
3. Proximity and timely exposure develop sensory
perceptions about the product
The use of lecture or drama
in the ads
-Lecture in advertising is
the process where the
endorser speaks directly to
the audience in an attempt
to inform and persuade the
target audience.
Characteristics of Effective Lectures
1. The lecturer must be an expert and have
the credibility
2. It should attract attention through relevant
means
3. It must be appreciated by the audience or
consumers
4. It must be presented with illustrations to
convey the meaning of information
5. It must be realistic and comprehensible
CHARACTERISTICS OF EFFECTIVE DRAMA
* Drama must be realistics and pass
consumer's perception of reality
* It must pass the rule of fantasy
* The characters lecture the audience I'm
their dialogue
* It must be about the brand or the
product
* It must be rish enough to persuade the
viewer's attention
The uses of life themes to create
meanings
Consumers interpret ads based on
their life experiences, so marketers
must identify relevant life themes for
target segments. Ads connected to
consumers' needs and wants perform
well, with themes like freedom from
stress and achievement resonating pos
Transformation Advertising
This is an experiential strategy that alters
consumers' psychological characteristics
and can have physiological impacts.
Downy detergent ads are given as an
example, where character-focused
content shifts attention to product
attributes.
Message structure
-refers to how the content of a message is organized and
presented to the audience. Marketers focus on where
information is placed and how many times key product
details are presented.
Primacy and recency effects influence consumer
perception.
The primacy effect happens when information presented
at the beginning has the strongest impact. The recency
effect occurs when information presented last influences
the consumer most.
Repetition Effect -
Learning about a product depends on how many times
consumers are exposed to the advertisement. Repeated
exposure activates cognitive and conditioning processes.
However, too much exposure can lead to information
overload and advertising wear-out.
PERSUASION AS THE ROUTE TO CONSUMER DECISION
MAKING
- Persuasion involves changing consumers’ beliefs, attitudes,
and behaviors toward a product. This begins when
consumers receive information through sources like
television, radio, or print media.
Consumer involvement determines the route to
persuasion:
•Central route (high involvement) – Consumers
carefully evaluate information, compare it with
their beliefs, and focus on strong arguments. This
leads to lasting attitude change.
•Peripheral route (low involvement) – Consumers
rely on simple cues rather than detailed evaluation.
Consumer decision making process involves a series os
stages
[Link] Recognition: The consumer identifies a
need or problem (a felt need) that triggers the
decision-making process. Marketers influence this
stage by shaping how consumers perceive needs or
wants, turning them into purchase goals.
[Link] Search Process: When the felt need is strong,
consumers start searching for product information to
make a purchase decision. The involvement level
determines how extensively they search for
alternatives and solutions.
[Link] Evaluation. This stage involves identifying
possible solutions to a perceived problem. Consumers
evaluate alternatives by forming attitudes toward them
based on beliefs, attitudes, and behavioral intentions
applicable to the situation. Marketers must develop
strategies to activate consumer memories so the product is
included in the choice set.
[Link] Choice of Alternatives: In this stage, the consumer
decides which alternative action to choose which may refer
to a particular product or brand. Choice criteria include
product functional attributes, psychological, and value
consequences.
[Link] Integration or Post Purchase Stage: This is the process
where the consumer evaluates product attributes and usage
benefits, leading to post-purchase evaluation and possible
future behavior adjustments.
DECISION PLANNING PROCESS
The process of identifying, evaluating and choosing
among the alternatives during the problem solving
stage is producing a decision plan made up of one
behavioral intention.
PURCHASING DECISION PROCESS IN CONSUMER
BEHAVIOR
The amount of cognitive and behavioral effort that
consumers put into their problem solving process is
highly viable.
DECISION PROCESSES THREE LEVELS OF PROBLEM SOLVING ACTIVITY:
1. EXTENSIVE DECISION MAKING- Extensive decision making is when you really
think deeply about a decision, weighing all the pros and cons, considering lots of
options, and maybe even doing some research. Usually happens when the
decision's kinda big or important. Like buying a house or choosing a car.
2. LIMITED DECISION MAKING PROCESS-Limited decision making is when you
don't put in too much effort into deciding, maybe because it's not that important
or you're familiar with the options. Like choosing what to eat for breakfast when
you're in a rush. You kinda go with something simple.
3. Habitual or Routine Choice Behavior
It is the process where the consumers automatically activate the cognitive
behavior and make purchase without much effort. It requires very little
conscious control and with moderate Level of cognitive processing.
FRCTORS THAT INFLUENCE CONSUMERS' PROBLEM
ACTIVITIES
The level of consumers' problem-solving effort in
making brand purchase decisions is influenced by the
environmental factors. It is also conditioned by the
cognitive or knowledge about the product and the
affective responses that are activated during the
problem- solving process. Researchers have found
out three aspects of this actívated knowledge base
and the affects that have direct effects on problem
solving.
The following factors influence the problem
solving activities:
1. The Effects of Consumer End-Goals
It refers to the process where the consumers are
striving to achieve a powerful effect on problem
solving. Consumers with higher end-goals tend to
expand their effort in searching for the best
possible alternative to solve the problem. On the
other hand consumer with low satisfaction level
tend to engage in minimal search process for
information.
The following are the motivational objectives:
• seek maximum positive consequences to develop maximum satisfaction.
• avoid unpleasant consequence as preventive measures
• resolve conflict through satisfactory balance of positive and negative
consequences.
• reduce or escape form current aversive circumstances.
• maintain of satisfaction of basic needs with minimal effort
2. THE EFFECTS OF GOAL HIERARCHIES IN
PROBLEM SOLVING
-the hierarchy of consumer goals
influences greatly in the problem-solving
process. The communication with high
level of stored cognitive learning brought
about by the experience with the product
tends to react positively to information.
On the other hand, consumers with little
affecting consequences tend to react more
haltingly about the information.
3. THE EFFECTS OF INVOLVEMENT
AND KNOWLEDGE
-the level of consumer
knowledge and involvment are
factors that affect the problem-
solving process. The experience that
the consumers associated with the
products and their level of
involvments are strong
determinants in activating the
cognitive learning stored in the long-
term memory