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Communication Objectives

Communication Objectives. 1. Creating Brand Awareness. 3. Enhancing attitudes and influencing intentions. 2. Building Brand Image. 4.Facilitating Purchase Behavior. Behavioral Foundations of Marketing Communications.

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Communication Objectives

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  1. Communication Objectives 1. Creating Brand Awareness 3. Enhancing attitudes and influencing intentions 2. Building Brand Image 4.Facilitating Purchase Behavior

  2. Behavioral Foundations of Marketing Communications • How consumers process and respond to marketing communications stimuli and make choices among brands • Two models of consumer behavior • CPM and HEM • Consumer behavior is too complex and diverse to be explained by two extreme models

  3. Behavioral Foundations of Marketing Communications Consumer Processing Model (CPM) Behavior is seen as rational, highly cognitive, systematic,and reasoned

  4. Behavioral Foundations of Marketing Communications Hedonic, Experiential Model (HEM) Consumer behavior is driven by emotions in pursuit of “fun, fantasies, and feelings”

  5. The 8 Stages of Consumer Information Processing CPM

  6. Consumer Information Processing: Stage 1 Exposure to information • Consumers come in contact with the marketer’s message • Gaining exposure is a necessary but insufficient for communication success • A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles

  7. The 8 Stages of Consumer Information Processing CPM

  8. Selective Attention: Stage 2 How to attract consumers attention:

  9. Selective Attention: Stage 2 Illustration of attention-getting advertising

  10. Selective Attention: Stage 2 Plays on selective attention

  11. Appeals to Cognitive andHedonic Needs Cognitive Needs Immediate functional needs of the consumer Hedonic Needs Needs that make one feel good and bring pleasure

  12. Hedonic Needs Hedonic appeal to appetite

  13. Hedonic Needs Hedonic sex appeal

  14. Hedonic Appeal Virginia Power Company The Martin Agency

  15. Use of Novel Stimuli Illustration of novelty in advertising

  16. Use of Novel Stimuli Illustration of novelty in advertising

  17. Use of Novel Stimuli Here milk is used as a novel stimulus

  18. Use of Novel Stimuli Maytag Leo Burnett Company, Inc.

  19. Use of Intense Stimuli Use of intensity

  20. Use of Intense Stimuli Use of intensity to attract attention

  21. The 8 Stages of Consumer Information Processing CPM

  22. The 8 Stages of Consumer Information Processing CPM

  23. Consumer Information Processing: Stage 4 Agreement with what is comprehended Whether consumers yield to (that is, agree with) what they have comprehended

  24. Agreement: Stage 4 • Comprehension by itself does not ensure that the message influences consumers’ behavior • Agreement depends on:

  25. The 8 Stages of Consumer Information Processing CPM

  26. The 8 Stages of Consumer Information Processing CPM

  27. Retention and Search/Retrieval of Stored Information These two information processing stages, retention and information search and retrieval, both involve memory factors related to consumer choice

  28. When does Memory Matter? When information in memory is used as: When information in memory is useful for: When information in memory is not:

  29. A Consumer’s Knowledge Structure for the Mini Couper Little luggage space Mini Couper British racing green Two- Seater Small Cute Economical Sports car Fun to drive Nostalgic British Sexy Reliable Sophisticated Women

  30. The 8 Stages of ConsumerInformation Processing CPM

  31. Consumer Decision Making: Stage 7 Decision heuristics for decision making:

  32. The 8 Stages of Consumer Information Processing

  33. Action: Stage 8 Action on the basis of the decision • People do not always behave in a manner consistent with their preferences due to the presence of events, or situational factors • Situational factors are especially prevalent in low-involvement consumer behavior

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