Summary
Marcom Samenvatting Begrippen 2021 / Summary Marketing Communication
- Course
- Institution
- Book
Summary 2021 marketing communication tilburg master marketing management
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Marketing Communications: samenvatting colleges en handboek
-
Summary Book Marketing Communication (De Pelsmacker et al., 2018)
-
Marketing Communication summary ALL lectures 2021
Seller
Follow
Marketeer
Reviews received
Content preview
Attention = first necessary step for communicationAttention = limited, selective, (in)voluntary, precondition for further processing
Pre-attention = scans the environment very low, automatic process (sensory buffering)
Focal attention = what is essential or not / (zoom-in)
(perceptual and semantic processing)
Comprehension = process information / syntactic knowledge
Elaboration = conceptual analysis / based on their knowledge, formulate positions
Involuntary attention: saliency, picture superiority, horizontal centrality and primacy effect.
Attractors, bottom-up (smells good, then purchase it).
Increase saliency: prominent, color, size contrast, unexpected , original, life and death.
Salient: Hard to ignore, mild psychological
Yerkes -dodson law: communication effort should achieve medium level of arousal
Maximize consumer cognitive capacity. Brands should be careful with the level of arousal
induced tot their communication efforts.
Arousal connecter between saliency focal attention and elaboration
INCREASE INVOLUNTARY ATTENTION
1. Horizontal centrality
2. PRIMACY effect
3. Picture superiority (bigger better, picture always good)
Voluntary attention;
1. self-relevance techniques
2. proximity
3. curiosity.
Conscious, intended, magnetizers
top-down process; consumers already know and pre-established expectations
Self relevance = personal interest avoid inattentional blindness; not relevant ignored
Self reference increase; whenpersonalized. Using ‘YOU’ and not it.
Banner blindness = ignore SEA (you know it is the first in google)
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Marketeer. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.07. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
70055 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now