Communication

BBA2, Consumer Behaviour

Communication process

Psychologically, what stimulates communication?

What leads to barrier?

Source of CB communication
1) Formal from the company itself

media, sales promo, sponsorship

More control, lower credibility

2) Informal people all around you

friends, peers, reference groups

Word of mouth

No control, high credibility

Reference groups
1) Normative reference groups

family, society

Defines what is good and what is bad

2) Comparative reference group

The way of living of whom I admire

3) Membership group

students, fitness club etc

Word of mouth environment

Opinion leadership when a person informally influences the
actions and attitudes of others
How would word of mouth occur?
1) Personally
2) Online

Social networks

Brand communities

blogs

Marketing application of word of

mouth
1) Referral programs

Bring in your friend and have 50% discount

2) Buzz agents
- Receiving bonuses for talking about the product

3) Search related word of mouth

4) Viral marketing
- Providing interesting content to share

Viral marketing
1) Giving away something
2) Making people feel something
3) Doing something unexpected
4) Healthy dose of humour
5) Using existing network

Best viral marketing examples

1) Hotmail 1996 / 1997 = 12 mil users in 18 month
2) Blendtec 2006 = will it blend?
http://www.youtube.com/watch?v=rofgMueCOqo
3) The best job ever campaign 2009
Queensland, Australia, 40% up in search, 10 000 bookings
4) Dumb ways to die 2013, Mellbourne metro station, - 20%
accidents
5) First Moon Party
https://www.youtube.com/watch?v=NEcZmT0fiNM

Tackling negative rumours

1) Established vs unknown brands
2) You have to respond
3) Individualise response
4) Be fast. Be positive
5) Appreciate the comment, not hide from it
Super Size Me example, 2004
https://www.youtube.com/watch?v=I1Lkyb6SU5U

Credibility of formal sources

1) Past performance
2) Reputation
3) The image & attractiveness of the spokesperson
4) The type of media
5) The loyalty to the brand

Spokesperson credibility
1) Employee CEO, etc
2) Paid celebrities
Examples in both cases?

Davie Brown Index

Celebrity usage
1) High or low comprehension of the message
2) Is there appropriate fit between the person and the product?
3) Demography similarity to the target audience
4) Recognized competence of the spokesperson

Choosing media for communication

Mass media reaching the masses
Media strategy includes:
1) Consumer profile
2) Media audience profile
3) The balance of two

Choosing the right media (1)

TV
Large masses

Too cluttered

Best use of audio, video and

movement

Can switch to other channels

Big concentration, not much

clutter

Substitutes for TV

Radio

Very expensive

Persuasive secondary medium

Lack of visibility

Flexible, targeted

Relatively passive
consumption

Can listen to it everywhere

Choosing the right media (2)

Print
Can provide very detailed
information

Heavy decrease in
consumption

Could be good at building image

Not interactive
Ads look very much alike

Internet

Very precise metrics

Can be very much intrusive

Can be very interactive

Too much clutter

Especially effective with young

audience

Choosing the right media (3)

Billboards
To catch those on the go

Very short information

Very impressive visualization

No reliable statistics

Cinema

People are more relaxed, not in a

hurry

Can skip the advertising part

Good medium for entertainment

stuff

No reliable statistics, no
targeting

Global ad spends
Total ad spending 2014 = 545 billion (US = 180 billion = 33%)

Non traditional media

1) Customized can be addressed to specific person
2) Interactive involves audience, active
3) Response is usually easier to measure
1)Public spaces: toilets, mirrors, fitness clubs etc
2) Digital billboards and displays
3) Context ads Facebook, Google
4) Mobile advertising
5) Application marketing

Non traditional media examples

New Grip bottle - http://

www.youtube.com/watch?v=KPwp_c78USY

Structuring Commercial message

1) Advertising resonance = double meaning

2) Message framing positive or negative?

Psychological advertising appeal

1) Comparative advertising
Samsung S4 - https://www.youtube.com/watch?v=mLd9hjl3Kds
2) Fear

Social campaigns

3) Humour is it related to the topic advertised

https://www.youtube.com/watch?v=yR0lWICH3rY
4) Sex is it related
https://www.youtube.com/watch?v=340cDf1D3Fc

Main principles of ad message

Advertising sells, not entertains
Concentrate only on one idea at a time
KIS principle Keep It Simple
You are not always your audience
Only the most important information
Use very clear language, no jargons
Dont forget call to action

Communicating unconventional
products
1) Associations
2) Show end result
http://www.youtube.com/watch?v=xWkZ_StRjU0
2) Humour
http://www.youtube.com/watch?v=ZKLnhuzh9uY

Additional points to earn

Find 1 example of not so good commercial (TV, print, online,
outdoor) and provide your suggestions for making it better.
Send it to me on polina.nazarova@gmail.com by Friday,
13.02, 20:00
Top 3 students will have a possibility to present their case (3-5
min), earn 20 points
Other students that have sent in relevant info, receive 10 points