Consumers Behavior

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Consumer Behavior : Chapter 17

The target audience measures the credibility of the source based on numerous factors like past performance, public image and reputation, quality of goods and services, initiatives taken for social welfare, the brand ambassador, and the image of the medium.

The comprehension and mood of the target audience is another important factor that influences the interpretation of marketing communication. The comprehension depends on characteristics of message, the ability of the receivers to process it, their motivation to process it, and their personal characteristics like past experience and learning, attitude, personality, perception, etc. The consumer mood can impact the interpretation of the message and can be influenced through the use of various advertising appeals.

Communication is often not perceived the way it is intended by the marketers due to some barriers to communication like selective viewing (channel surfing, interrupted viewing, etc.) and noise (disturbances in the message which are not included by the marketer).

To develop persuasive marketing communication, marketers must first identify the target audience (users, nonusers, etc.) they want to address through the communication. They then have to decide on the objectives of the communication (build reputation, increase sales, brand recall, etc.), message design (structure and presentation), and media planning (print, television, radio, etc.).