Consumer Behavior to Communication

Consumer Behavior /Response to communication

What is advertising

TV, print, WOM,Internet ,POS

=ATL/BTL

Manage the Noise ,filters

sender

receiver

It is successful when what the sender wants to say is correctly interpreted by the receiver

medium

encode

decode

Persuasion matrixDependent variables-steps in being

persuadedIndependent variables –communication components

source message channel receiver destination

Message presentation

attention

comprehension

yielding

retention

behavior

Source

• Direct /indirect• Credible

– Expertise– trustworthiness

• Attractiveness– similarity – Likeability– celebrity

• power

Source-Celebrity endorsement

• Stage of the product - It depends on what stage of the product life cycle is the brand in.

• Is it a strategic decision over 4, 5 years- brand value must remain consistent with the value of the celebrity being endorsed in terms of personality, positioning. So even if the celebrity changes the values remain consistent ..

• Celebrity–brand match:  , strong enough so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand ?

• Constant monitoring mechanism : Are we able to monitor the behavior, conduct and public image of the celebrity  continuously to minimize/maximize  any potential.

• Brand over endorser:  should ensure that this does not happen by formulating advertising collaterals and other communications

• Celebrity endorsement is just a channel: it is one part of the communication mix that falls under the broader category of  marketing. I have observed that the  teams/ sales /CP

• Celebrity ROI: should have a system combining quantitative and qualitative measures to measure the overall effect of celebrity endorsements.

Message structure

• Order of presentation– primacy/recency

• Conclusion drawing-– explicit /thought provoking

• Message sidedness– One sided /2 sided/refutation

• Verbal/visual messages• Appeal

– Comparitive/fear/humour/

Channel factors= medium to deliver the message

• Personal

• Non-personal

– ATL –type of medium /program– BTL– Noise– Clutter

DAGMAR-defining advertising goals for measuring advertising results

• Communication objective which is SMART– Objectives /measurable– Clear TG– Benchmark & results desired– Specific time frame– Budgets

• Top down/% of sales/affordability• Allocation amongst elements of IMC

Consumer-5 stage decision making process

Problem recognition

Informationsearch

Evaluate alternatives

Purchasedecision

Post purchaseevaluation

Stock out /desire/new need /Dissatisfaction/marketer induced /New products

Personal experience , family, market info, advertising ,Influencers, peer group , trade ,existing users…

Evoke set , criteria defining need , demographics ,budgets,Urgency of the need -want /motivation for the need

Decision to buy , decision to buy a particular brand , budget,time taken to actually buy after the decision ;changes with theProduct /budget /urgency

Cognitive dissonance-satisfaction /dissatisfaction

W

O

M

Consumer-internal psychological process

Motivation

Perception

attitude

Integration

learning

Maslow’s hierarchy ;psychoanalytic theory , MR (In depth intProjective technique, association tests, FGD

Sensation ; selecting information ; interpreting informationIt is a filter of the receiver for information from the sender..e.g. can be selective perception /selective exposure/Selective comprehension /selective retention Mnemonics /sublime perception is used to create stimuliFor awareness

Multi attribute model; changes strategies/execution of msg

Consumer combine info /characteristics of a product & Compare ; heuristics is also used

Behavior approach , cognitive learning

Consumer-learning – Behavior Approach

• Theories are based on STIMULI RESPONSE orientation– Classical conditioning-learning is an associative process. It

assumes the individual is a passive participant who simply receives stimuli . 2 things are important

• Contiguity – unconditioned/conditioned stimuli must be close in time & space ..proximity /physical presence

• Repetition – frequency of association . More often the unconditioned/conditioned stimuli occur –there would be an association

– E.g. Pavlov experiment : Bell is a conditioned stimuli to unconditioned stimuli :food & unconditional response :saliva

• Advertisers use images/figures/celebration to build as association which evokes a response from the consumer

Consumer-learning – Behavior Approach

• Theories are based on STIMULI RESPONSE orientation– Operant conditioning –here the individual actively operates or

acts on some aspect of the environment for the learning to occur. The individual’s response is instrumental in getting a positive reinforcement (reward) or negative reinforcement (punishment)

• reinforcement is important– Can be continuous– Can be partial or intermittent

– All of it might lead to shaping of behavior patterns

Consumer-Cognitive Learning theory

goal Purposive behavior

insight Goal achievement

-Perception /formation of belief / attitude development /environment integration all are important to the decision making processAll the 5 stages of consumer decision making process are relevant

Culture

Sub-culture

Social class

Reference groups

Situational-determinants

EXTERNAL FACTORS

INFLUENCING

CONSUMER

BEHAVIOUR

Consumer –decision making process

• Problem recognition need/repeat purchase/desire/greed– maslow’s hierarchy– Psychoanalalytic theory –Sigmund Freud– MR probes needs-in depth interview/FGD/association

tests/projecting techniques

• Information search• Alternatives evaluation• Purchase decision• Post purchase evaluation –cognitive dissonance• Recommendation-WOM

Internal psychological process

• Motivation• Attitudes/beliefs /baggage • Culture

– Subculture/social class/reference groups/influencers

• Perception-visual/sensory/psychological• Attitude formation• Integration • Learning

Models of response process-traditional

AIDA model

Hierarchy effects model Innovation adoption model

Information Processing model

Cognitive stage

attention Awarenessknowledge

awareness PresentationAttentioncomprehension

Affective stage

InterestDesire

LikingPreferenceconviction

Interestevaluation

Yieldingretention

Behavioralstage

action purchase Trialadoption

behavior

3 orders model of information processing – Michael Ray

High Low

high (learning model )

Cognitive Affective Conative

(low involvement model)CognitiveConativeaffective

low (dissonance /attribution model)ConativeAffectiveCognitive

FCB grid-consumer response-Richard Vaughn of Foote, Cone & Belding advertising

agency

thinking Feeling

High involvement Informative-IT/cars Media- long copyCreative –info demo

Affectivefashion/j wellery/mobikesmedia-large space /imagecreative- exceptional impact

Low involvement Habit formation-household productsMedia-small space adsCreative -reminder

Self-satisfaction-cigarettes/liquor/candyMedia-billboard/POS/newspaperCreative -attention

Creative Communication ?

• Is the product positioned simply , with clarity• Does it show a a clear benefit • Does it contain a powerful idea• Does it talk about the brand personality• Is it unexpected /memorable• Is it focused• Does it reward the viewer with something –

tangible/intangible• Is it visually exciting /attention grabbing• Is it well made

Creative Strategy-planning involves :

• Challenge– Brief, TG, SMART objectives – Research =product/competition/TG habits & behavior/media

• Quanti -quali/ focus groups/ethnographic (observing consumer in the natural environment)

• Evaluate storyboards/concept testing /animate

• Risks– Ability to do the right thing , not necessarily the obvious

• Personnel– Client, agencies, consumer

• Process– Rigor, time , budgets, understanding of the personnel /audience ,media type

• Young’s model :immersion, digestion, incubation, illumination, verification• Graham Wallas : Preparation, incubation, illumination, verification

Creative Strategy-development involves

• Communication of a product is developing a series of messages (which make up an IMC ) which is a set of interrelated ideas and coordinated activities that revolve on the core central theme during a specified period

• Developing the unifying theme is the critical objective of a campaign

Copy Platform

• 2 critical components of the copy platform are the development of the major selling ideas and the creative strategy development– Basic problem– IMC objectives– TG– Major selling idea– USP /Positioning– The brand image desired– Creative strategy , the inherent drama– Supporting information required

Creative -Appeal

• Informational/ Rational

• Emotional

• Rational + Emotional

• Reminder

• Teaser

Communication -Execution

• Straight /factual• Scientific/technical• Demonstration• Comparison• Testimonial• Slice of life• Animation• Personality symbol• Fantasy• Drama• Humor• Combinations

Creative -Tactics

• Print– Headlines :direct/indirect/sub heads– Body copy– Visual elements– layout

• TV– Video– Audio – voice-over/needle-drop/jingle– Script– Production – PPC/production/post production

Creative approach- Client Evaluation

• Is the creative approach consistent with the brief , brand objectives

• Is it consistent with the creative strategy objective ?Does it say what was intended?

• Is it appropriate for the TG?• Does it communicate clearly /convincingly?• Does the creative execution overwhelm the brand /

brand objectives ?celebrity endorsements?• Is it appropriate for the media environment?• Is it truthful and tasteful ?

– Can be checked through • Informal discussion /research /informal feedback /test market