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Chapter Questions

Chapter Questions. What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is an integrated marketing communications program? . Setting the Communications Mix. Type of product market

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Chapter Questions

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  1. Chapter Questions • What is the role of marketing communications? • How do marketing communications work? • What are the major steps in developing effective communications? • What is an integrated marketing communications program?

  2. Setting the Communications Mix • Type of product market • Consumer readiness to make a purchase • Stage in product life cycle • Market rank

  3. Effectiveness by Buyer Readiness

  4. Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention

  5. Consumer States for Two Brands

  6. Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

  7. Stimulating Personal Influence Channels • Identify influential individuals and devote extra attention to them • Create opinion leaders • Use community influentials in advertising • Develop ads with high “conversation value” • Develop WOM referral channels • Establish an electronic forum • Use viral marketing

  8. Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

  9. INVOLVEMENT Decoding is ACTIVE • That is, it requires EFFORT • When will people to spend effort? • 1. When they CARE about what you’re saying • personal relevance This is the concept of INVOLVEMENT The personal relevance of the product interest, price

  10. Elaboration Likelihood Model • Petty & Caccioppo • Two questions: • Motivation to process? • Ability to process? • When YES to both: HIGH elaboration • Central cues • product • When NO: LOW elaboration • Peripheral cues - • source or ad

  11. Alternative Response Hierarchies Involvement with Topic High Low Learning Model Low Involvement Model Learn Feel Do High Learn Do Feel Product differentiation Dissonance/ Attribution Model Do Feel Learn Low

  12. Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

  13. Foote, Cone & Belding Grid Thinking 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration High Involvement

  14. Foote, Cone & Belding Grid Feeling 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact High Involvement

  15. Foote, Cone & Belding Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

  16. Ads • Salsa • Stamp collecting

  17. Foote, Cone & Belding Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

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