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Lecture 6

Management and Organizational Studies 3321F/G Lecture Notes - Lecture 6: Communication Source, Cognitive Load, Comparative Advertising

11 pages34 viewsWinter 2018

Department
Management and Organizational Studies
Course Code
Management and Organizational Studies 3321F/G
Professor
Beth Lee
Lecture
6

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CB LEC 6
ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONS
THE ELEMENTS OF COMMUNICATION
EX: ALEXA loses her voice super bowl ad :
o What’s the message:
- Give Alexa human characteristics
- What Alexa can do
- How without Alexa it would cause chaos
o Message developed by Amazon for consumers (receivers)
o This is a source of communication and a function was persuasion
(to try Alexa) and inform consumers
Persuasion: Effectiveness of marketing communications to change
attitudes
Communication: Transmission of a message from a sender to a receiver
TRADITIONAL COMMUNICATIONS MODEL
- THIS MODEL IS PRETTY OLD THE MODEL CHANGED
BECAUSE SOCIAL MEDIA AFFECTED THE MEDIUM PART
OF IT
INTERACTIVE COMMUNICATIONS
Interactive communications: A two-way effect among consumers and
media
Consumers have many more choices available and
greater control to process messages
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Social media allows for a more interactive relationship
Permission marketing: marketer may be more successful in persuading
consumers who have agreed to let him try
UPDATED COMMUNICATION MODEL
*CONSUMER ROLE HAS CHANGED A LOT BECAUSE WE HAVE A MORE
IMPORTANT ROLE
EX: Vitamin Water (flu shots are so last year)
o Communicates three different messages more vitamin C, more
immunity, less snotty tissues
o Message: if you drink it you wont need the flu shot
o This is called puffery: over exaggerated
o But this is when the marketer knows vitamin water cant replace flu
shots but its makes the ad memorable
o BUT if you go to the grocery store one day and you need to buy
water you probably will buy Vitamin water because you remember it
was good
USES AND GRATIFICATION
Consumers are active, goal directed and draw on mass media to satisfy
needs
Media compete with other sources of entertainment and info
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o Advertising: entertainment, escaping, play, self-affirmation
o Media play both negative and positive roles
PERSUASION KNOWLEDGE MODEL (PKM)
Consumers develop knowledge about persuasion and use this knowledge
to “cope” with persuasive attempts
Exchange between the consumer and persuasion agent is a two-way
interaction
Target has three types of knowledge
o Topic knowledge
o Agent knowledge
o Persuasion knowledge
COMMUNICATION SOURCE
Sources
o Formal source: Commercial or marketer-related sources, not-for-
profit organization
o Informal source: family, friends
o Impersonal, neutral sources
o Celebrities
Source effects: Same words by different people can have very different
meanings
What makes a good source?
o Source credibility: The apparent honesty and objectivity of the
source of communication
- Credible source is persuasive when consumer has formed
opinion about product
- Endorsement contract = large profits
o Source attractiveness: The sources perceived social value
CREDIBILITY OF INFORMAL SOURCES
Informal sources have a strong influence because the sender do not gain
(tangible) profit
Word-of-mouth
Opinion leaders gain psychological profit
o EX: friend giving us their opinion and we listen to it because we
know they are not getting money from marketing a product
o But they do get an ego boost because they know you respect their
opinion
Post-purchase dissonance
o EX: if a friend is not happy with their experience with go pro’s but
they are also not sure
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