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Chapter 8 Attitude Change and Interactive Communications.docx


Department
Marketing
Course Code
MKT 400
Professor
Melanie Dempsey

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MKT400 Understanding Customers and the New Media
CHAPTER 8 Attitude Change and Interactive Communications
CHANGING ATTITUDES THROUGH COMMUNICATION
Persuasion: an active attempt to change attitude
Basic psychological principles that influence people to change their minds or comply with a request:
o Reciprocity more likely to give if they receive
o Scarcity items that become more attractive when they are less available
o Authority we tend to believe an authoritative source much more readily
o Consistency trying not to contradict themselves in terms of what they say and do about an issue
o Consensus take into account what others are doing before we decide what to do
THE ELEMENTS OF COMMUNICATION
Communication 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 message
AN UPDATED VIEW: INTERACTIVE COMMUNICATION
Permission 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 when and we are exercising that option more
Traditional model developed to understand mass communications, where information is transferred from a producer
(source) to many consumers (receivers) at one time
Message 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 place
USES AND GRATIFICATIONS
Uses and gratifications theory: argues consumers are an active, goal-directed 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 information
Line between marketing information and entertainment is continuing to blur
NEW MESSAGE FORMATS
M-commerce (mobile commerce): where marketers promote their goods and services via wireless devices including cell
phones, PDAs, and iPods
Blogging: people post messages to the web in diary form sharing their thoughts on a range of topics from the mundane to
the profound
Other forms of blogging itself continue to develop:
o Moblogging posting to a blog on the go from a camera phone or handheld device
o Video blogging (vlogging) posting video diaries
o Podcasting creating own radio show that people can listen to on either their computers or their iPods
o RSS (Real Simple Syndication) people signing up to have updates sent automatically to their computers
o Flogs (fake blogs) blogs created by companies to generate buzz
o Virtual worlds immersive 3D digital environments
o Twitter postings that are limited to 140 characters
o Widgets small programs that users can download to their desktops, or embed in their blogs or profile pages, that
import some form of live content
LEVELS OF INTERACTIVE RESPONSE
Variety 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 we’ve run out, and building a long-term
relationship
Two basic types of feedback:
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