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Chapter 8 Attitude Change and Interactive Communications.docx

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MKT 400
Melanie Dempsey

MKT400 Understanding Customers and the New Media CHAPTER 8 Attitude Change and Interactive CommunicationsCHANGING ATTITUDES THROUGH COMMUNICATIONPersuasion an active attempt to change attitudeBasic psychological principles that influence people to change their minds or comply with a request o Reciprocitymore likely to give if they receive o Scarcityitems that become more attractive when they are less available o Authoritywe tend to believe an authoritative source much more readily o Consistencytrying not to contradict themselves in terms of what they say and do about an issue o Consensustake into account what others are doing before we decide what to doTHE ELEMENTS OF COMMUNICATIONCommunication model specifies that a number of elements are necessary for communication to be achieved o Source must choose and encode a message initiate the transfer of meaning b choosing appropriate symbolic images that represent this meaning o Message is then decoded by one or more receiver who interpret the symbols in light of their own experiences o Feedback must be received by the source who uses the reactions of receivers to modify aspects of the messageAN UPDATED VIEW INTERACTIVE COMMUNICATIONPermission marketing based on the idea that a marketer will be much more successful trying to persuade consumers who have opted into their messages o We have a voice in deciding which messages we choose to see and whenand we are exercising that option moreTraditional model developed to understand mass communications where information is transferred from a producer source to many consumers receivers at one timeMessage is seen as perishable it is repeated perhaps frequently for a fairly short period of time and then it vanishes as a new campaign eventually takes its placeUSES AND GRATIFICATIONSUses and gratifications theory argues consumers are an active goaldirected audience that draws on mass media as a resource to satisfy needs o Emphasizes that media compete with other sources to satisfy needs and that these needs include diversion and entertainment as well as informationLine between marketing information and entertainment is continuing to blurNEW MESSAGE FORMATSMcommerce mobile commerce where marketers promote their goods and services via wireless devices including cell phones PDAs and iPodsBlogging people post messages to the web in diary form sharing their thoughts on a range of topics from the mundane to the profoundOther forms of blogging itself continue to develop o Mobloggingposting to a blog on the go from a camera phone or handheld device o Video blogging vloggingposting video diaries o Podcastingcreating own radio show that people can listen to on either their computers or their iPods o RSS Real Simple Syndicationpeople signing up to have updates sent automatically to their computers o Flogs fake blogsblogs created by companies to generate buzz o Virtual worldsimmersive 3D digital environmentso Twitterpostings that are limited to 140 characters o Widgetssmall programs that users can download to their desktops or embed in their blogs or profile pages that import some form of live contentLEVELS OF INTERACTIVE RESPONSEVariety of responses possible from interactive marketing communications including building awareness of the brand informing us about product features reminding us to buy a new package when weve run out and building a longterm relationshipTwo basic types of feedback
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