CHAPTER 7 COMMUNICATION AND CONSUMER BEHAVIOR

Communication (from Latin ‘communis’, meaning to share) is the activity of conveying

information through the exchange of thoughts, messages, or information, as by speech,
visual, signals, writing or behaviour. (Wikipedia, 2012). Communication is the unique tool
that marketers use to persuade consumers to act in a desired way to vote, to make a purchase,
to make a donation, to patronize a retail store. Communication takes many forms; it can be
either verbal or visual, and a combination of two. There are many ways to define
communication; most writers would agree that communication is the transmission of a
message from a sender to a receiver via a medium of some sort. Many people believe that
communication is a feedback which alerts the sender intended message. There are five basic
components of communication process from the perspective of marketing and consumer
behaviour.

7.1 Basic Communication Model

Channel
Sender Message Receiver
(Medium)

FEEDBACK

7.2 The Element of Communication Process

The message initiator (the source) The sponsor, or initiator, of the message first must decide
what the message should convey to whom to be sent and then must encode the message in
such a way that its meaning is interpreted by the targeted audience in precisely the intended
way. The sender has a large arsenal from which to draw encoding their message they can use
words, picture, symbols, spokesperson, and special channel. They can buy space or time in
selected media to advertise or broadcast their message or they can try to have their message
published.

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The sender as the initiator of the communication can be a formal or an informal source. A
formal source is likely to represent either for profit or non profit organization. An informal
source can be a parent or friend who gives product information or advice. It also known as a
word of mouth to mouth communication that tends to be highly persuasive, unlike formal
sources, the sender apparently has nothing to gain from the receiver’s subsequent actions.

The receiver of formal communication is likely to be targeted prospect or a customer. In this

process there are two type of audience involve intermediary audience and unintended
audience. Intermediary audience are consist of wholesaler, distributors and retailers who are
sent trade advertising designed to persuade them to order and stock merchandise and relevant
professional to prescribe the marketer’s products. Unintended audiences include everyone
who exposed to the message, whether or not they are specifically targeted by the sources. No
matter how large the audience, it is composed of individual receiver, each of whom interprets
the message in his or her special way.

The Medium or communication channel can be interpersonal an informal conversation

(face to face, telephone or by email). The medium can be impersonal a mass medium such as
a newspaper or television program. In some communities consumer can do their grocery
shopping electronically as the TV camera scans the grocery shelves. Despite the general use
of the term mass media to describe impersonal media, there is a growing trend toward demas
sification as publishers shift their focuses from large, general interest audience.

The message can be verbal or nonverbal, or a combination of two. A verbal message can
usually contain more specific product or service information. Sometimes it combined with
illustration or a demonstration and together it will provide more information to the audience.
Sometimes nonverbal information takes the form of symbolic communication. In semiotics
study, define that the meaning implied by sign and symbols. Marketer develops logo or
symbols as their trademark on their product.

The target audience (the receivers) decode the message they receive on the basis of their
personal experience and personal characteristic. The trust level of each customer display
towards the message they receive from the sender. Comprehension the amount of meaning
accurately derived from the message is a function of the message characteristic, the receiver’s
opportunity and ability to process the message, and the receiver motivation.

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A person’s level of involvement plays a key role in how much attention is paid to the
message and how carefully it is decoded. People who have a low level of involvement may
not pay much attention. Mood or affect plays a significant role in how message is decoded.
The term mood is used here to describe an individual subjectively feeling state. Apart from
that, selective exposure and selective attention also influence the reception of marketing
communications. Similarly, they selectively expose themselves to advertising messages.
Consumers have long exercised their right to ignore print advertisement as well they exercise
the same toward television commercial. Psychological noise is another barrier to message
reception. The best way for a sender to overcome noise is simply to repeat the message
several times.

Feedback is an essential component of both interpersonal and impersonal communication.

Prompt feedback permits the sender to reinforce, to change or to modify the message to
ensure that it is understood in the intended way clearly it is easier to obtain feedback (both
verbal and nonverbal) in interpersonal situation, but its ever more important for sponsors of
impersonal communication to obtain feedback as promptly as possible.

7.3 Issue in credibility

The credibility of the source affects the decoding of the message. Credibility is built on a
number of factors, the most important being the perceived intentions of the source.

Credibility of Informal Sources is one of the major reasons that informal sources such as
friends, neighbour, and relative have such a strong influence on a receiver’s behaviour is
simply that they are perceived as having nothing to gain from a product transaction they
recommend. Interestingly enough, informal communication sources, called opinion leaders,
often do profit psychologically if not tangibly by providing product information to others.
The fact that the opinion leader does not receive material gain from the action recommended
increases the likelihood that the advice will be seriously considered.

Credibility of formal source such formal sources as neutral rating services have greater
credibility than commercial sources because of the likelihood that they are more objective in
their product assessment. When the intentions of a source are clearly profit making, then
reputation, expertise and knowledge become important factors in message credibility. The
credibility of commercial message is often based on the composite evaluation of the
reputations of the sender, (the organization that approves and pay for the advertising

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message) the retail outlet that carries the product, the medium that carries the message, and
the company spokesperson (the actor or sales representative who delivers the message).
Since consumer recognize that the intention of commercial sources (manufactures, service
companies, commercial institution, retailer) are clearly to make a profit they judge
commercial source credibility on such factors as past performance, the kind and quality of
service they are known to render, the quality and image of other products they manufacture,
the type of retail outlets through which they sell and their position in the community. Besides
that, firm with well establish reputations generally have an easier time selling their product
than do firms with lesser reputation. The ability of a quality image to invoke credibility is
one of the reasons for the growth of family brands. Manufacturer with favourable brand
images prefer to give their new products the existing brand name in order to obtain ready
acceptance from customers.

Credibility of Spokesperson and retailer People sometimes regard the spokesperson who
gives the product message as the source of the message. Thus the person who appears
personally or in advertisement has a major influence on message credibility. the reputation of
the retailer who sells the product has a major influence on message credibility. Product sold
by well known quality stores seem to carry the added endorsement and implicit guarantee of
the store itself. The aura of incredibility generated by reputable retail advertising reinforce
the manufacturer’s message as well.

Message credibility the perceived control of the message can influence the target market’s
perception of message credibility. For example, when product are being shown many
customer views a comparative advertisement to be superior to a competitor product. If the
same comparison is mentioned in media it may be more favourable view to author who
possessing an unbiased point of view ( KnowThis.com, 2012).

The sleeper effect

Sleeper effect is psychological phenomenon whereby a highly persuasive message, paired

with discounting cue, causes an individual to be more persuaded by the message over time.
(Wikipedia, 2The impact of a persuasive message will generally tend to decrease over time.
Under the correct circumstance the sleeper effect expect that a message from a low credibility
source can increase persuasiveness. Thus, when using it make the message more dramatic
than the deliverer. When making a decision based on specific evidence, the deliberately
recall the source and hence credibility of the data.

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7.4 The receiver as the target audience.

The initiator of the message first must decide to whom the message should be deliver, and
what meaning it should convey. The receiver of formal marketing communication is
generally a targeted prospect or customer. Intermediary and unintended audience is also
likely to receive marketer communications. It is important to remember that all audience is
composed of individual receivers, each of whom interprets the message according to his or
her personal perceptions and experiences. The message source must encode the message in
such a way that its meaning is interpreted by the targeted audience in precisely the intended
way. Marketers encode messages by using words, pictures, symbols, spokespersons, and
special channels. The message receiver decodes the messages they receive on the basis of
their personal experiences characteristics, and motives.

7.5 Personal characteristics and motives.

The meaning derived from the message is a function of the message itself, the receiver
opportunity and ability to process the message, and the receiver motivation. All of an
individual personal characteristic influence the accuracy with which the individual decodes a
message. The demographics person such as ages, genders, and marital status. The
sociocultural memberships such as social class, race, and religion. Lifestyle determines how a
message interpreted. Personality, attitudes, and prior learning all affect how a message is
decoded. Perception, based as it is on expectations, motivation and past experience, also
influences message interpretation. Therefore, not everyone reads and understands the
marketing communications they receive in the same way that the sender intended.

Some promotional message is focused at stimulating WOM. Some people provide

information or advice other to satisfy some basic need of their own. However, opinion leader
may be unaware of their own underlying motives. Opinion leader may simply be trying to
reduce their own post purchase dissonance by conforming their own buying decision.

People who generate WOM read special-interest publication and visit Web sites devoted to
the specific topic or product category in which they specialize. Thus, the opinion leader tends
to have greater exposure to media specifically relevant to his or her area of interest than the
other consumers. Market mavens possess a wide range of information about many different
types of products, retail outlets, and other dimensions of markets. Markets maven appears to

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be motivated by a sense of obligation to share information, a desire to help others and the fell
administrated scale used to identify market mavens.

Involvement and congruency.

A person level of involvement plays a key role in how much attention is paid to message and
how carefully it is decoded, thus involvement is an important consideration in the design and
content of persuasive communication. The study discovered a relationship between level of
involvement and the style and context of an ad, Subject with low involvement with the
product preferred messages placed within a congruent context while person highly involved
with the product preferred messages that contrasted the style of ad and the context within
which it was placed. Another study showed that cognitively involving commercials shown in
a cognitively involving program context produced higher recall among viewers than low
involvement commercials placed within an affective program context.

Mood.

Mood, or affect, example of mood is cheerfulness or unhappiness that plays a significant role
in how a message is decode, perceived, recalled, and acted upon. Generally, positive mood is
likely to enhance the consumer reaction to any ad. Marketers of many image- centered
products such as perfume, fashion, and liquor have found that appeals focused on emotions
and feelings associated with these products are more effective than rational appeals depicting
the products benefits. The consumer’s mood is influence by the content of the ad and by the
context in which the advertising message appears such as accompanying TV program or
adjacent newspaper story, these in turn affect the consumer evaluation and recall the
message. Another study showed that consumer with low familiarity with a service category
prefer ads based on story appeals rather than list of attributes and that such appeals work
better when the receiver are in a happy mood while decoding the messages.

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7.6 Barriers to communication.

Various “barriers” to communication may affect the accuracy with which consumer messages
interpret. These include psychological noise and selective perception.

In psychological noise, telephone static can impair a phone conversation, psychological noise
in the form of competing advertising messages or distracting thoughts, can impact the
reception of a promotional message. A viewer with the clutter of nine successive commercial
messages during a program break may actually receive and retain almost nothing of what he
has seen. Similarly, an executive planning a department meeting while driving to work may
be too engrossed in her thoughts to hear a radio commercial. There are various strategies that
marketers use to overcome psychological noise. First, digital technology allows marketers to
monitor the consumer’s visit to Web sites infer the person’s interests from this data, and
design and send customized promotional message to that person. Indeed, personalization of
promotional messages is a key feature of non traditional media discussed in the following
section. Second, copywriters often use contrast to break through the psychological noise and
advertising clutter. Contrast entail using features within the message itself to attract
additional attention. Such strategies include featuring unexpected outcomes, increasing the
amount of sensory input and identifying through testing, message appeals that attract more
attention. And third is repeated exposure to an advertising message helps surmount
psychological noise and facilitates message reception. Thus, repeating an ad several times is a
must. The principle of redundancy also is seen in advertisement that uses both illustrations
and copy to emphasize the same points. To achieve more advertising redundancy, many
marketers now place their message in such places as video games, movie theaters, elevators,
floors in supermarkets, and even public restrooms.

However in selective exposure to message, consumer read ads carefully for product they are
interested in and tend to ignore advertisements that has no interest or relevance to them.
Furthermore, technology provides consumers with increasingly sophisticated means to
control their exposure to media. Consumer can now can control their exposure to media and
avoid commercial while watching TV by using the pause function when a string commercial
starts and then quickly returning to the broadcast once the ads are over. Readers of newspaper
and magazine online can create personalized edition of these publications and avoid many
ads, and satellite radio allows consumer to avoid hearing radio ads.

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Effective positioning and a unique value proposition are the most effective ways to ensure
that a promotional message stands out and is received and decoded appropriately by the target
audience. Advertisement for product that are perceived to be unique and provide better value
than competitive products are more likely to be received in their intended ways than other
promotional messages within the advertising clutter.

7.7 The Media as the Channels for Transmitting Messages

Media and communications models are presently changes through the changes of time.
Today’s media and communications models become more effectively, efficiently and fastest
than before. The communications channel can be impersonal like mass medium and
interpersonal which mean a formal and informal conversation between two or more person by
telephone, mail or online. Mass media and new communication technologies are the two
types of media that marketers use right now. Mass media are generally categories as print like
newspaper and magazines, and broadcast such as radio and television. It also is impersonal
because the same messages are received by all receivers.

7.7.1 TARGETING CONSUMERS THROUGH MASS MEDIA

The key component of a communications strategy is selecting the appropriate audience. The
sender must segment the audience into groups that are relevant to their characteristics. It is
because; it will help the sender to create the specific messages for each of the groups.
Sometimes, companies that have diverse audiences may develop of an overall communication
message to all their audiences. Most large organizations use public relations to broadcast
favourable and to suppress unfavourable information about the company to maintain positive
communications with their publics.

In addition, an essential component of a communications plan is media strategy. It calls for

the placement of ads in the specific media read, viewed, or heard by each targeted audience.
Advertisers develop a consumer profile of their customers to accomplish media strategy. In
addition, advertisers must select general media categories that will enhance the message they
want to convey before selecting specific media vehicles. Many advertisers use a multimedia
campaign strategy rather than select one media category to the exclusion of others.

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7.7.2 TARGETING CONSUMERS THROUGH NEW (NONTRADITIONAL) MEDIA

New media or called “unmeasured media” are more dynamic than traditional mass media.
Messages that transmitted via new media are addressable, interactive, and response-
measureable. Addressable means by, they can be customized and addressed to a particular
receiver and different receivers can get varied renderings of the same basic message. Then,
interactive means the interactions between the receivers and the sender. Response-measurable
is a receiver’s response to promotional messages can be measured more directly than
response to messages via mass media.

Out-of-Home and On-the-Go Media

These media target mobile customers in more innovative, captivating, and interactive ways
than mass media. It includes; (1) captive advertising screens placed in building like hotels,
stores, theatres, and transit vehicles like taxis; (2) digital billboards and displays placed
within roads, transit locations, events, and stores; and (3) ambient advertising which includes
messages delivered through platforms and have not been used before.

Online and Mobile Media

This category is also called consumer-generated media and mobile advertising and it includes
all ads reaching the consumer online and on any mobile communication device like personal
digital assistants, cell phones, and smarphones. Online and mobile media help marketers to
send addressable, customized messages, based on data gathered from tracing consumer’s
surfing and clicks online, in combination with other information. In addition, addressable
communications often termed narrowcast messages are significantly more response
measurable than traditional broadcasted ads.

Besides, because of mobile phones are an ideal forum for personalized advertising,
advertising on cell phones is gaining popularity. A TV network has teamed up with an online
social network in recruiting participants in an experiment in addressable and location-based
advertising. Mobile advertising is likely to become a component of most advertisers’ media
plans as the increasing of the number of cell phones and other wireless communications
devices.

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Interactive TV (i TV)

Interactive TV combines TV programming and the interactivity of the Web. It can be

delivered to one’s TV, computer, or mobile device in the form of a two-way communication
between a subscriber and provider of cable or satellite TV. In addition, it is probably the most
advanced form of new media because it allows marketers to send addressable ads, allows
interactivity between the sender and the receiver, and permits marketers to measure the
results and the persuasive impact of their messages very effectively.

7.7.3 MEDIA AND MESSAGE CONGRUENCE

The broadcast model means that all the viewers of a given TV program received the same
advertising message. Marketers can customize advertisements and send addressable
promotional messages directed at individuals, or narrowcast message to relatively small
audiences. Marketers increasingly use sophisticated forms of branded entertainment in order
to bypass the clutter in the advertising sphere and consumer’s reluctance to view ads.

Addressable Advertising.

It is more response measurable than standard advertising that are sent to individual
consumers which include a digital tracking device that enables the sender to monitor
responses. It also the most common tool used is electronic cookie and more commonplace,
more sophisticated measures of promotional messages’ persuasive impact in terms of actual
consumer behavior and will certainly emerge.

Branded Entertainment

It also often called product placement. Advertisers’ expenditures on branded entertainment

have increased significantly, and this method has spread beyond movies and TV and into
other vehicles of communications. Marketers believe that they can build significant product
awareness by integrating brands into the content of entertainment programs, where
consumers cannot avoid them. In addition, marketers now develop webisodes and use
advergaming to embedding brands in films and TV programs.

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7.8 Designing Persuasive Messages

Messages can be verbal (spoken or written) or non verbal (a photograph, illustration, or a

symbol), or a combination of two. The objective of a persuasive message include creating
awareness of service, promoting sales of a product, encouraging (or discouraging) certain
practices, attracting retail patronage, reducing post purchase dissonance, creating goodwill or
favorable image, or any combination of these and other communications objectives.

7.8.1 Issues in Messages Presentation

Some of the decision that marketers must make in designing a message include the
use of resonance, positive or negative message framing, one-side or two-sided messages, and
the order of the presentation.

Resonance

Advertising resonance is wordplay, often consisting of a humorous double meaning, and

usually accompanied by a relevant picture. Resonance usually will help marketers in
increasing the chances that the consumers will notice on the ads, remember them, and view
them favorably. For example, research has examined the effectiveness of metaphors and
puns, such as a car seat with a package of motion sickness remedy serving as the seat’s belt
buckle. The study then concludes that using rhetorical figures and symbols in ads increase the
recall and memory of these messages.

Message framing

Message framing can be either positive or negative message framing. Messages framing
decision depends on the consumer’s attitude and the characteristics as well as the product
itself. For example, a study found that person with low need for cognition was more likely to
be persuaded by negatively framed messages. Another study found that people with an
independent self-image were more persuaded by message stressing an approach goal
(positive framing). Based on most of the studies, that might be conclude that message
framing decision rely on the consumer’s attitude and the product characteristics as well.

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One-sided versus two-sided messages

The reliability of an advertised claim can often be enhanced by actually disclaiming

superiority of some product features in relation to a competing brand or by not claiming the
product as universal cure. The admission that the product did not always work enhanced the
credibility of the ad. The decision whether to use one- or two-sided message also depends on
the nature of the audience and the nature of competition. If the audience is friendly (for
example if it uses the advertiser’s product) then a one-sided (supportive) message that
stresses only favorable information is most effective. However if the audience is not friendly
(for example if it uses competitive products) then two-sided (refutational) message is likely to
be more effective. Two-sided messages also effective when consumers likely to see
competitors’ negative

Order effects

The order in which the message is presented gives impact on consumer acceptance.
For example, the commercials (on TV) which shown first are recalled the best. Materials
presented first produces a greater effect (primary effect), whereas others have found that the
material presented last is more effective (recency effect). Publishers’ of magazine aware the
impact order effects by charging more for ads on the front, back, and inside covers of
magazines than for inside magazine pages because of their greater visibility and recall. Order
also important in listing product benefits within ads.

7.8.2 Advertising Appeals

There are many options that marketers have in selecting the appeal to be conveyed by a
promotional message.

Comparative advertising

Comparative advertising is widely used marketing strategy in which a marketer claims

product superiority for its brand over one or more explicitly name or implicitly identified
competitors. Comparative ads elicit higher level of cognitive processing and better recall, and
likely to be perceived as more relevant than non comparative ads. In comparative ads,

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negative framing led prevention-focused consumers to evaluate the advertised brand
positively and the other brand negatively.

Fear

Fear is an effective appeal often used in marketing communications. Some researchers have
found that negative relationship between the intensity for fear appeals and their ability to
persuade, so that strong fear appeals tend to be less effective than mild fear appeals.
Marketers should use reasonable but not extreme fear appeals and also recognize the fear are
not always appropriate. There is no single explanation of the relationship between fear
appeals and persuasiveness.

Ordered protection motivation model (OPM) theory is the theory propose that
individuals cognitively appraise the available information regarding the severity of the threat,
they appraise the likelihood that the threat will occur; they evaluate whether coping behavior
can eliminate the threats danger, and if so, whether they have the ability to perform the
coping behavior.

HUMOR

Humorous appeal will increase the acceptance and persuasiveness of advertising

communications. The findings of research on using humor in advertising indicated that
humor attracts attention and enhance one’s liking of the product advertised. Humor also does
not harm the comprehension of ads. Plus, humor also does not increase an ad’s persuasive
impact or a source’s credibility. The findings also reveals that humor that is relevant to the
product is more effective than humor unrelated to the product and more effective in ads of
existing products than in ads of new products and more effective in targeting consumers that
already have a positive attitude for the product. Using humor is more appropriate for
advertising low – involvement than high – involvement products. But the effects of humorous
ads vary by the audience’s demographics. By placing product in humorous movie scenes
evoked positive emotions.

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7.8.3 ABRASIVE ADVERTISING

Agony commercials which depict in diagrammatic detail the internal and intestinal effects of
heartburn, indigestion and so on which with the sponsor credibility established, the message
itself tends to be highly persuasive in getting consumers to buy the advertised product which
pharmaceutical companies often run such commercials.

SEX IN ADVERTISING

Advertisers tend to provoke attention with suggestive illustrations, crude language and nudity
in their ads. Studies show that they rarely encourage actual consumption behaviour. This kind
of ads tend to detract consumers from the message content. It also tend to interfere with
message comprehension, particularly when there is substantial information to be processed.
When using sex to promote a product, the advertiser must make sure that the product, the ad,
the target audience and the theme and elements all work together.

AUDIENCE PARTICIPATION

The allocation of feedback changes the communication process form one – way to two – way
communications process. It is crucial to senders because it enables them to determine whether
and how well communication has taken place. However, feedback also important to receivers
because it allows them to participate and to experience in some way the message itself.

TIMELY ADVERTISING

Time also impact the advertising trends. The advertiser have to be up to date to the current
situation and environment to make their ads.

CELEBRITIES

A firm employ a celebrity to promote their product or service can use the celebrity in a
testimonial, an endorsement, as an actor in a commercial or as a spokesperson of the
company or product.

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7.9 FEEDBACK DETERMINES THE MESSAGE’S EFFECTIVENESS

The objective of the marketing communications is to get the receiver’s response. The sender
must obtain feedback as fast and accurate as possible. Through feedback, sender can
determine how well the message has been received. Communication feedback is an essential
component for both interpersonal and impersonal communication because it allows the
sender to reinforce or change the message to ensure it is understood in the intended way.

Interpersonal communications are able to obtain immediate feedback through verbal

and nonverbal cues. Immediate feedback is the factor that makes personal selling so effective
because it enables the salesperson to tailor the sales pitch to the expressed needs and
observed reactions of each prospect.

Mass communications feedback is rarely direct, instead, it is usually inferred. The

companies seek feedback from mass audience is the degree of customer satisfaction (or
dissatisfaction) with a product purchase. To evaluate the impact of their messages, marketers
must measure their exposure effects, persuasion effects, and sales effect of their messages.
However, the sales effect of mass communications are difficult to assess. Advertisers gauge
the exposure and persuasion effects of their messages by buying data from firms monitoring
media audiences and conducting audience research to find out which media are read, which
television programs are viewed, and which ads were remembered by their target audience.

7.9.1 MEDIA AND MESSAGE EXPOSURE MEASURES

The tools used to monitor the total media exposures are portable people meters which
the small, GPS – enabled personal devices. Many company used media exposure measures to
determine the size of their audiences and set the rates they charge advertisers for placing
promotional messages in their media. Many believe that a better tracking system is crucial for
the growth of online advertising.

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7.10 MESSAGE ATTENTION, INTERPRETATION, AND RECALL MEASURES

Attitudinal measures gouge consumer’s cognitive responses to messages, including

levels of engagement and involvement with the messages tested. Semantic- differential and
Likert scale are used in copy pretests or posttests to assess whether respondents like the
message, understand it correctly, and regard it as effective and persuasive.

Physiological measures track bodily response to stimuli. Facial electromyography is a

technique that tracks the electrical activity and subtle movements of facial muscles in order to
gauge the emotions generated by different types of TV commercials. Another method is brain
wave analysis, tracks the degree of attention paid to components of viewed advertisement
through monitoring electrical impulses produced by the viewed brain.

7.11 MEASURES OF THE IMPACT OF ADDRESSABLE ADVERTISEMENT

Addressable advertising is significantly more response measurable than standard advertising

because it are sent to individual consumers and often include a digital tracking device that
allows the sender to monitor the receiver’s responses. The most common tools use is the
electronic cookie, an ad used by AOL to explain the intricacies of this device. This ads
becomes more commonplace, sophisticated measures of promotional messages’ persuasive
impact which in terms of actual consumer behaviour which will certainly emerge.

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References

Book

Leon G, Schiffman and Kanuk, Leslie Lazar. (1994) Consumer Behaviour. 5th Ed.
New Jersey : Prentice hall, Inc.

Websites

Communication. (2012). Retrieved on November 8, 2012, from http://en.wikipedia.org/wiki/

Communication

Message Credibility (2012). Retrieved on November 8, 2012, from http://www.knowt

His.ocm/principles-of-marketing-tutorials/types-of-promotion/message-credibility
-high-vs-low

Sleeper effect. (2012). Retrieved on November 8, 2012, from http://en.wikipedia.org/wiki

/Sleeper_effect

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