solomon08im文档格式.docx

solomon08im文档格式.docx

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a.Consumersareconstantlybombardedbymessagesinducingthemtochangetheir

attitudes.Thefocusofthischapterisonaspectsofcommunicationthatspecifically

helptodeterminehowandifattitudeswillbecreatedormodified.

1）Persuasionreferstoanactiveattempttochangeattitudes.

2）Persuasionisacentralgoalofmanymarketingcommunications.

3）Somepsychologicalprinciplesthatfunctioninthepersuasionprocessare:

a）Reciprocity

b）Scarcity

c）Authority

d）Consistency

e）Liking

f）Consensus

DiscussionOpportunity—Havetheclassthinkofanattitudethatoneorbothoftheirparentshave.Askthemtothinkofawaythattheycouldpersuadethemtochangetheattitude?

Decisions,Decisions:

TacticalCommunicationsOptions

b.Tocraftpersuasivemessagesthatmightchangeattitudes,anumberofquestions

mustbeanswered:

1）Whoisfeaturedintheadthatseekstochangeanattitude?

Giventhe

circumstances,whowouldbebest?

（Thesourceofamessagehelpstodetermine

consumers’acceptanceofitaswellastheirdesiretotrytheproduct.）

2）Howshouldthemessagebeconstructed?

3）Whatmediashouldbeusedtotransmitthemessage?

4）Whatcharacteristicsofthetargetmarketmightinfluencethead’sacceptance?

TheElementsofCommunication

c.Marketersandadvertisershavetraditionallytriedtounderstandhowmarketing

messagescanchangeconsumers’attitudesbythinkingintermsofthe

communicationsmodel,whichspecifiesthatanumberofelementsarenecessary

forcommunicationstobeachieved.Thebasicmodelcanbeperceivedas

havingfiveparts:

1）Thesource—wherethecommunicationoriginates.

2）Thismeaningmustbeputintheformofamessage.Therearemanywaysto

saysomething.

3）Themessagemustbetransmittedviaamedium（suchastelevisionor

magazines）.

4）Themessageisthendecodedbyoneormorereceivers.Thereceiverinterprets

themessageinlightoftheirownexperiences.

5）Finally,feedbackmustbereceivedbythesource（whousesthereactionsof

thereceiverstomodifyaspectsofthemessage）.

*****UseFigure8-1Here*****

DiscussionOpportunity—Provideanillustrationofthecommunicationsmodeldescribedinthechapter.Whatarethestrengthsandweaknessesofthismodel?

Howcanthesourcebeabettercommunicator?

AnUpdatedView:

InteractiveCommunications

d.Traditionalmodelsofcommunicationsdonottellthewholestoryaboutthe

communicationprocess.

1）Consumershavemanychoicesintoday’sdynamicworldofinteractivity.

2）Permissionmarketingisarelativelynewtermusedtodescribeconsumerswhohave

agreedtoallowmarketerstosendthempromotionalinformation.

3）Thetraditionalmodelwasdevelopedbywhatwasknownasthe

FrankfurtSchool（itdominatedcommunicationtheoryformostofthelast

century）.

4）Oneoftheflawswasthatthereceiverwaslargelyseenasbeingpassiveor

just“fed”bythemedia.

e.Proponentsoftheusesandgratificationtheoryarguethatconsumersare

anactive,goal-directedaudiencethatdrawsonmassmediaasaresourceto

satisfyneeds.（Thisiscontrarytothetraditionalmodelmentionedpreviously.）

1）Thisviewemphasizesthatmediacompetewithothersourcestosatisfyneeds,

andthattheseneedsincludediversionandentertainmentaswellasinformation.

2）Thereisablurbetweeninformationandentertainment（suchaswithWebsites）.

3）Consumersarebecomingmorelikepartnersthaneverbefore.Theymayseek

outmessages.

4）Theremotecontroldeviceisanexampleofthis“seeking”behavior.

Consumersareseekingtocontroltheirmediaenvironment.

*****UseFigure8-2Here;

UseConsumerBehaviorChallenge#1Here*****

DiscussionOpportunity—Askstudentstothinkofexamplesofhowtheyarepassiveandactiveininformationacquisition.Askhowtheyinteractwiththemediatoreceiveinformation.

DiscussionOpportunity—Ask:

HowyouareattemptingtocontrolyourownWeborInternetenvironment.

f.Akeytounderstandingthedynamicsofinteractivemarketingcommunicationsis

toconsiderexactlywhatismeantbyaresponse.Avarietyofresponsesare

possible:

1）Buyingtheproduct

2）Buildingbrandawareness

3）Acquiringinformationaboutproductfeatures

4）Reminders

5）Buildingalong-termrelationship（probablythemostimportantresponse）

g.Therearetwobasictypesoffeedback:

1）First-orderResponse—aproductofferthatyieldsatransaction（anorder）.

2）Second-orderResponse—customerfeedbackinresponsetoamarketing

messagethatisnotintheformofatransaction.

DiscussionOpportunity—Askstudentstogiveapersonalexampleofasecond-orderresponse.Didthisresponseeventuallyresultinatransaction?

DiscussionOpportunity—Askstudentstothinkoftechniquesthathelpasecond-orderresponseendinanorder.Havethemlistthem,andthencallonindividualstoshare.

2.TheSource

a.Regardlessofhowamessageisreceived,commonsensetellsusthatthesame

wordsutteredorwrittenbydifferentpeoplecanhaveverydifferenteffects.

1）Undermostconditions,thesourceofamessagecanhaveabigimpactonthe

likelihoodthemessagewillbeaccepted.

2）Twoveryimportantsourcecharacteristicsarecredibilityandattractiveness.

SourceCredibility

b.Sourcecredibilityreferstoasource’sperceivedexpertise,objectivity,ortrust-

worthiness.Thebeliefthatacommunicatoriscompetentisimportanttomost

consumers.Acrediblesourcecanbeparticularlypersuasivewhentheconsumer

hasnotyetlearnedmuchaboutaproductorformedanopinionofit.

1）Credibilitycanbeenhancedifthesource’squalificationsareperceivedas

somehowrelevanttotheproductbeingendorsed.Thislinkagecanovercome

manyobjectionstheconsumermayhavetowardtheendorserorproduct.

2）Evennegativelyperceivedsourcescanaffectattitudechangeinapositivemanner

throughwhatisknownasthesleepereffect.Thiseffectdemonstratesthatinsome

instances,thedifferencesinattitudechangebetweenpositivesourcesandlesspositive

sourcesseemtogeterasedovertime.Explanationsofthesleepereffectinclude:

a）Thedissociativecuehypothesis—overtimethemessageandthesource

becomedisassociatedintheconsumer’smind.

b）Theavailability-valencehypothesis—emphasizestheselectivityof

memoryowingtothelimitedcapacity.

DiscussionOpportunity—Askstudentstothinkofaspecificillustrationofthesleepereffect.

3）Aconsumer’sbeliefsaboutaproduct’sattributescanbeweakenedifthe

sourceisperceivedtobethevictimofbiasinpresentinginformation.

a）Knowledgebiasimpliesthatasource’sknowledgeaboutatopicisnot

accurate.

b）Reportingbiasoccurswhereasourcehastherequiredknowledge,buthis

orherwillingnesstoconveyitaccuratelyiscompromised.

Whatcelebritysourcesdoyouperceiveasbeingmostcredible?

Isthisinspecificproductorservicecategoriesoracrosstheboard?

4）Often,themoreinvolvedacompanyappearstobeinpromotingitsproducts,theless

credibleitbecomes.Thisph