CARIBBEAN UNIVERSITY

ONLINE DIVISION

ASSIGNMENT 17

QUESTIONS

CONSUMER BEHAVIOR

DMAK-106-I1.22/2C
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Questions

1) Explain the differences between feedback from interpersonal communications and

feedback from impersonal communications. How can the marketer obtain and use each kind
of feedback?

Feedback in any form is always to know the way people think about a particular person
and any situation. Effective feedback is the opportunity for the speaker or individual to know
about what he or she has spoken and what people think of it. Feedback is the good where people
can improve their oral skill as well create a positive impact among the people with whom they
talk.

Interpersonal communication takes place between the group of people where people talk
with each other, and other people respond to others as a reaction to what one says. So, whatever
the other party says is all about what the first person said. So, in every communication dialogue,
there is a feedback mechanism. So, the speaker can analyze what others responded. If people
respond in a positive way, then the person is taking the communication or discussion in a
positive way and if people respond of giving feedback in a negative way, then one can analyze
the mistakes if any otherwise convince other what is the logic behind saying anything. In this
communication, feedback should be clear and understandable to everyone so any result can be
concluded from the discussion.

Impersonal communication is between two people and based on some concrete agenda
like between customer and salesperson or between manager and employees. Both have a basic
agenda like salesperson must sell his or her product and customer have an agenda if its need will
be fulfilled then the purchase can be made. So whatever medium both choose for the
communication one person tells his or her points and other person responds as per his or her
understanding. Whatever response the first person got is the feedback of what that person said
previously. So, this type of communication is effective communication and effective feedback.
Both parties listen to others carefully and give a response.
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2) List and discuss the effects of psychological noise on the communications process. What
strategies can a marketer use to overcome psychological noise?

Psychological noise like wandering thoughts, stereotypes, preconceived notions, sarcasm

and so on are some examples of the psychological noises which impact on the communication
process. The impact of such noises can result in issues like lack of understanding, distortion of
the original message, and wrong interpretation of the message and so on. To reduce or eliminate
the psychological noises the listener needs to improve his concentration, eliminate the biases and
stereotypes, avoid assumptions, and do not get involved in sarcasm. These strategies can help the
listeners to overcome the psychological noises.

3) Discuss the strategic differences between traditional media channels and new media.

There are the following differences between traditional media and new media:

a. Audience: Traditional media has no specific categorization of the audience. An

advertisement is broadcast to all audiences through television and newspapers. It could be
relevant to some and irrelevant to others. On the other hand, new media allows
categorization. The marketer can easily choose the right audience. New media includes
social media and blogs, and websites.
b. Reach: Traditional media has limited reach. It caters to a particular geographical location
only. It usually does not have a national or international appeal. On the contrary, new
media has a wider reach. An advertisement can even cross the boundary of a nation.
People from different geographical locations can have easy access to advertisements.
c. Channel: Traditional media has limited channels such as television and newspapers
while new media has social media that includes Facebook, Twitter, Instagram, and others.
It also has blogs that cater to specific audiences.
d. Content: The traditional media relies on plain content. There is hardly any innovation in
the content. On the other hand, new media comprises creative and innovative content.
The audience is not only attracted but engaged with the company and its brand.

4) Compare broadcasting and narrowcasting and explain why marketers are moving away
from using broadcasting and into narrowcasting and addressable marketing.
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Narrowcasting is the delivery of focused information to a limited number of people. In a

shopping mall, for example, a female-targeted advertisement is shown to the shoppers.

When it comes to transmitting a program or any given information, broadcasting is a

process that does not focus on a particular audience. People across the country and even in other
countries that carry the same TV channel can watch a general television show.

Broadcasting tools can also be applied to narrowcasting. These tools can be used to target
communication with people who are already interested in the subject matter.

It is possible to identify and reach customers who are most likely to be interested in
purchasing and using a company's products or services through narrowcasting. A small group of
enthusiastic and loyal customers is always preferable to a large group of people who are
uninterested. You need to find a way to focus on the message rather than maximizing your reach
to as many people as possible to find these passionate individuals.

Today's marketer must be savvier to cut through the clutter and establish relevance and
interest amongst real buyers. It is time to move beyond the high-level brand video and get
serious about targeting your message to distinct audience segments. To increase audience
engagement and conversion, you need to narrowcast your content.

Throwing away the broadcast approach means designing content with your target
audience at the top of the list of priorities. Get to know them like you know your best friend by
getting inside their heads. Regardless of what industry they work in, or even what position they
hold as a decision-maker, this is a significant factor.

5) How can marketers construct and transmit addressable ads? Illustrate with a promotion of
a product or service of your choice.

Addressable media refers to advertising that connects manufacturers with man or woman
clients throughout more than one online marketing and marketing platform, social media, OTT
(Over the Top) content material providers, and clever TV platforms.

The technique begins with an advertiser’s database of PII—normally from a CRM of

contemporary and potential customers—that is appended with extra demographic, behavioral,
and transactional facts to be had to advertisers. These wealthy target market segments permit
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entrepreneurs to then create customized messaging right down to the purchaser level.
For example, if purchaser symptoms and symptoms up for a brand-new phone plan from AT&T,
that company’s advertising branch will realize the purchaser’s name, email, and address. They
might also realize that those who buy that precise plan have an excessive propensity to improve
to DirecTV approximately six months later.

With that knowledge, AT&T can serve a distinctly applicable advert to man or woman
clients at a managed frequency throughout more than one gadget and channels to pressure a
cross-promote conversion. To facilitate one-to-one communication, the marketer should first
have direct admission to the clients. Finding methods to obtain this became a challenge, before
the upward thrust of addressable virtual media opportunities, due to the fact the simplest manner
to have continual communication with those clients became via channels which include email
and direct mail.
For example, Madame sells their product through imparting sales. Buy one get one free.

6) Should marketers use more verbal copy than artwork in print ads? Explain your answer.

The central and peripheral routes persuasion theory suggests that individuals are more likely to
devote active cognitive effort to evaluating the pros and cons of a product in a high involvement situation,
and more likely to focus on peripheral message cues in a low involvement situation. Thus, for high-
involvement products, marketers should follow the central route to persuasion; that is, they should present
advertisements with strong, well-documented, issue-relevant arguments that encourage cognitive
processing (i.e., body copy/verbal information). When involvement is low, marketers should follow the
peripheral route to persuasion by emphasizing such non-content message elements as artwork,
background scenery, music, or celebrity spokespersons. Such highly visual or symbolic cues provide the
consumer with pleasant, indirect associations with the product, and provoke favorable inferences about its
merits

7) For what kinds of audiences would you consider using comparative advertising? Why?

Comparative advertising is where the company compares its product with a competitive
product in the market by mentioning it directly or indirectly and convincing that their product is
better than that product. This comparison is the content of the advertisement and is used to
influence the minds of the customers to prefer their product over the competing product. This
type of advertising is used for targeting an audience who want to compare the product they are
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buying with other related products in the market but do not exactly know the differences of the
two and cannot make the comparisons or take decisions themselves. They rely on such
comparative ads to conclude which product is better. It is easy to convince such an audience
through comparative advertising and communicate value to them of the product.

8) What are the advantages and disadvantages of using humor in advertising?

Advantages of using humor in advertising are:

 Humor attracts the attention of the viewer towards the ad.

 Some features of the product being advertised can be displayed more prominently using
humor.
 The contents of the ad get etched in the mind of the consumer and have a long-lasting
effect.
 Humor brings out the casual side of the product and shows the usage in a fun-loving way.
This is appealing to today's generation, who want to experience new things and enjoy
life.

Disadvantages of using humor in advertising are:

 Some humorous content may be offensive to certain groups of people.

 Humorous content related to race, color, sex, etc. are offensive and may lead to legal
issues.
 Over-use of humor displays the product as too casual and acts in a negative way.

Examples of advertising where humor was used successfully:

 The Burger king ad involving Whopper burgers.

 The Ikea ad promotes its range of cribs.

9) Why must marketers use fear appeals in advertising cautiously? How can they do so?

The Fear Appeal persuades people to feel that they are assuming a risk if they do or do not
purchase a certain product. The idea is that if consumers do not use the product, you are
advertising, you make them feel like there may be undesirable consequences as a result.

For example
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Marketers use a variety of methods to persuade target audiences to modify behaviors in

the interests of bettering their health. One of the ploys used by the developers of public health
campaigns is to provoke an emotional response. Emotional appeals may include fear of ill health,
death, disfigurement, as well as shame, scorn, humiliation or even disgust. According to Witte
[2] p.329 “Fear appeals are persuasive messages designed to scare people by describing the
terrible things that will happen to them if they do not do what the message recommends.” Appeal
to fear is often presented as a warning:

X is something to fear; therefore, Y should be implemented to prevent X.

Examples of appeal to fear

 Smoking kills in many ways … quit smoking right now!

X (death) is something to fear; therefore Y (stopping smoking) should be implemented to

prevent X.

 Autism is a potentially devastating neurological disorder that can be caused by

vaccinations. Protect your child from autism, do not vaccinate.

X (Autism) is something to fear; therefore Y (not vaccinating children) should be

implemented to prevent X.

10) Do sexual appeals work better than other appeals? Explain your answer and illustrate
with examples.

The main finding was that one for social marketing subjects, sexual appeals were much
more convincing overall than nonsexual appeals.
Sexual appeals also elicited more favorable opinions about ad execution but had a
detrimental impact on cognitive elaboration. Sexual information is increasingly being used in
awareness campaigns as well as collateral material for just a variety of causes by social
marketers. When receivers are anticipated to counterargue the word or be reluctant to change,
persuasion is mostly the product of peripheral processing as well as distraction from unpleasant
messages. For social marketing issues, sexual appeals were much more convincing overall than
nonsexual appeals. Sexual appeals also elicited more favorable opinions about ad execution but
had a detrimental impact on cognitive elaboration.
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Nonsexual appeals were less likely to raise the interest in the matter, whereas sexual
appeals were much more attention grabbing, pleasant, dynamic, and marginally more bound to
raise their interest in the subject.

11) How is communications feedback related to the measurement of persuasion and sales
effects?

Feedback is a fundamental segment of both interpersonal and impersonal communication.

In assessing the impact of their publicizing messages, advertisers must quantify their
exposure effects (i.e., what number of purchasers were presented to the message?), persuasion
effects (i.e., was the message gotten, comprehended, and deciphered effectively?), and their sales
effects (i.e., did the promotion increment deals?) of their publicizing messages.

Advertisers measure the presentation and influence impacts of their messages by

purchasing information from firms observing media groups of onlookers and directing gathering
of people research to discover which media are perused, which TV projects are seen, and which
commercials were recalled by their intended interest group.

The sales effects of mass communications are hard to assess.

12) A marketer of a new car model launched through commercials during the Super Bowl
intends to use attitudinal measures, as well as day-after recall tests, to estimate the
commercials’ effectiveness. How should the company do so?

A marketer of a new car model introduced during the Super Bowl by advertisements
plans to use attitude indicators and day-after recall tests to assess the efficacy of the ad.

This can be done as follows:

● Attitudinal Tests: these assessments aim to measure customer cognitive training from
the advertising shown. This involves calculating the level of audience interest and
engagement with the advertising shown.
The company may use the following attitudinal tests:
● Likert scale: It tests an answer to a comment that is positive or negative. Here the
organization can use an advertising-related questionnaire that varies from genuinely nice, good,
positive, poor, and bad, etc. Ratings given by target audience on the Likert
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scale will give a fair analysis of the level of effectiveness of the said advertisement.
● Semantic Differential scale: It tests people's reactions to positive words. It has a rating
scale of seven points with binary towing adjectives at each end such as satisfactory /
unsatisfactory or acceptable / unacceptable etc. It is possible to test the responses to
this scale to determine the effectiveness of the ad.

Day after Recall tests:

The advertiser must note the fundamental principle that it must be remembered if an
advertisement is to work. The company can use product recall tests in which the company
must communicate with a cable channel to collect data on the number of people watching
super bowl in a certain geographic location during a specific time. The company can
then send a questionnaire to the targeted audience or use a telephone survey to ask viewers if
they recall a brand-new car or a commercial "XYZ vehicle." The respondents are then told
what they remember from the advertising and what they like about it. The viewers' responses
will give a precise indication of the advertisement's effectiveness. Therefore, the above
measures can be taken by the organization to calculate the probability of ads to create
a favorable impression on the viewers ' minds.

13) Anticipatory Attitude Change. Explain.

Anticipatory attitude change refers to shifting or changing one’s expressed opinion or

attitude on a topic because of being informed that one will be exposed to a message or
communication on the topic. Thus, prior to receiving any aspect of the message itself, people
might adjust their opinions on a topic to be more positive, negative, or neutral simply in
anticipation of receiving a message. In other words, when you know, someone is going to try to
change your mind, you may change it some already in advance, before even hearing what that
person has to say.

Anticipatory attitude change has been studied primarily within the domain of forewarning
research, which involves informing people they will be exposed to a persuasive message. Within
this domain, researchers have focused on how people’s reporting of their opinions change
because of warning them they will receive a message, prior to receiving the message.
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References
Textbook
Schiffman, L. & Wisenblit, J. (2019). Persuading Consumers. Consumer Behavior, 7, 166-187.
Anticipatory Attitude Change
http://psychology.iresearchnet.com/social-psychology/attitudes/anticipatory-attitude-change/
(Links to an external site.)