Advertising Promotion Study Set 2
Quiz 7 :
The Role of Persuasion in Imc
Cognitive, Affective and Conative Attitude Components Attitude is qualitative or subjective terms that signify general and somewhat enduring positive or negative feeling towards person, object or issue. Attitude cannot be seen, touched or heard because of inability of its observation. Following are the three characteristics of attitude: a. Attitudes are learned. b. They are enduring. c. Attitudes can influence behavior. As an important area of marketing communication (or marcom), attitude plays an important role in designing strategy for targeting and positioning products and services. Attitude is defined with its three components; affective, cognitive, and conative attitude and they are explained below: Affective : It suggests liking and disliking of an object or person. For example, if someone likes a SP drink or one does not like SL wheat bread. Cognitive : It refers to a person's belief system, that is, thoughts and knowledge about an object or person for example, "talking over phone while driving is dangerous". Conative : It represents the tendency of behavior or predisposition to act, towards an object. This component of attitude shows the intentions of consumer to purchase a specific item. The high involvement hierarchy also known as standard learning hierarchy is clear presentation of high involvement from initial cognition to affect to conation. While low involvement hierarchy have been postulated from minimal cognition to conation. Under high involvement hierarchy an individual get an awareness of an object or brand and then based on information set a belief about ability of brand to satisfy the needs. On the basis of such beliefs customer decided whether to buy the product or services. In contrast, in low involvement hierarchy an individual heard something from others, checkout from the counter, buy and consume it, and then form a feeling about it later. For selling and sales management career, customers are expected to follow high involvement hierarchy because career selection requires an understanding of its long term impact on growth, time involved in completion of program and cost of course. Consumers will first get information about sales career from various sources and set a belief about how the course is going to satisfy needs, then take a decision on whether to select sales selling management course.
Distinction between Message Arguments and Peripheral Cues Persuasion is creating a cause to believe something. In marketing field it is necessary to persuade target audience by creating a strong impact on thought process through marketing channels. What, how and when the information should be transmitted to target audience and where will they receive it are few questions marketers have to answers before taking any marketing step. There are few determinants that help in persuasion; message argument, peripheral cues and communication modality as below: Message Argument Quality of message given in advertisement determines whether and to what extend persuasion occurs. When customers are interested in knowing about the brand before buying decision then it is very important to have convincing believable message in promotional material. For example, BLO green tea brand put a message on package "antioxidant and healthy". Such messages help in creating a strong belief system in the mind of consumers about the satisfactory performance if consumed. An example of message argument, is where hoarding of brand has message says that they are adding flavor to the customers' health, can be more convincing to persuade belief of customers about taste and health. Peripheral Cues Peripheral cues are another determinant of persuasion. It is related to the primary message arguments. For example, background music in TV commercial, scenery, graphics and attractive sources attract target customers sometime more than messages. These are supporting promotional components that persuade audience towards conative decisions. An example of peripheral cues is TV commercial of energy drink in African language showing beautiful scenes of Africa can attract customers to watch the advertisement and persuade them to get information about brand.
Receiver Involvement is Fundamental Determinant Receiver involvement is one of the determinants of persuasion whereby marketer can ensure the impact of persuasion on customers' conative decisions. If receiver or target audience is involved in getting information from promotion advertisement then message argument is more important. In contrast if customers are not involved or are ready to try the product of services based on available information about the brand then peripheral cues can work best for persuasion. It has been seen that food products or services that involves high cost focus more on message argument because customers are interested in getting information before buying, they tend to get knowledge from existing buyers, and relate it with satisfaction they are seeking from the product. Under such situation, marketers can put time and efforts on message than peripheral cues. For example, a product targeting adults or mature group of audience for breakfast cereal should add a convincing message on package or in advertisements to persuade customers to buy the product. If receiver involvement is less and buyers take decision of buying first based on external information then peripheral factors can act as motivating factors for customers to buy the product. Sometime looks, music or scenery of advertisement appeal more than words mention in advertisement and pass the message marketer want to transmit. For example, pop singer singing in weight loss tablets advertisement says that there is no act and as she is losing weight, the viewers can too, is more influential than what is written on product.