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Samenvatting Marketing communication & the consumer
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Highlights onderzoekenBelch & Belch Chapter 1
American marketing association defined marketing as:
the process of planning and executing the conceptions, pricing, promotion and distribution of
ideas, goods, and services to create exchanges that satisfy individual objectives.
This definition is focused on exchange as a central concept to create and sustain
relationships with consumers.
Schultz made the definition of IMC as follows: Integrated marketing communication is a
strategic business process used to plan, develop, execute, and evaluate coordinated,
measurable, persuasive brand communications programs over time with consumers,
customers, prospects, employees, associated and other targeted relevant external and
internal audiences. The goal is to generate both short-term financial returns and build long-
term brand and shareholder value.
Promotion mix advertising, direct marketing, digital marketing (interactive), public
relations, personal selling & sales promotion
Lecture 1
IMC audience contact tools/touch points
Four categories: in asceding order of impact
Company created touchpoint all the planned marketing communications: advertising, pop,
packaging, one way communication
Intrinsic all interactions between brand and consumer, sales or advice talk
Customer initiated customer takes the contact, asking for information or complaining
Unexpected consumers get information but when it’s not planned by the company (review
websites like tripadvisor)
IMC contract tools/touch point: control vs impact
Two dimensions
Company created = high control, but low impact
Unexpected = low control/influence for the company,
high impact for example Ewom
MAO factors
1. Motivation willingness to do something, to attend to a message, inchage to a message.
- Functional (you need a product to wash your cloths)
- Symbolic (how do we want to see ourself or show ourself) ,
- Hedonic (tony chocolony because you love the taste),
2. Ability resources needed to process the message, motivated to read a chapter, but
unable because they don’t speak the language.
3. Opportunity = Extent to which situation enables person to obtain goal, The tv is broken or
they are on the phone.
High = central route, weight arguments, positive arguments leads to positive attitude
,Low = peripheral route, shallow form of progressing, not critical or weighting the arguments,
basing the argument of central cues, are there happy colors, do I like the design or are there
famous people in the commercial? how do you feel instead of what the ad you tells
Attitude companants (ABC)
- Affective feelings associated with the object
- Behavioural action readiness with object
- Cognivite knowledge, beliefs and evaluations of object
Brands normally focus on one of them, miele on cognitive, free gadget = behavioural
How do consumers process and respond to marcoms?
- Difficult to predict
- Influenced by many factors (goals, product type, involvement)
- No single model
Expectancy value model = theory of reasoned action = theory of planned behavior
High elaboration central route Low elaboration peripheral route
Buying home cinemaset Nespresso, Mini reclame sold in
Attitudes Cognitions Multi attribute Heuristic
based = kennis Importance of different When consumers don’t have the time
on: product attributes Theory of to compare all available brands on
planned behaviour relevant attributes
Self-generated Mental shortcuts when people can
Based on own thoughts use when they don’t put much effort
in it
Feeling/affect– as information Ad transfer
Affects = How do I feel about it model Both brand attitude (AB) and
emotioneel Like/dislike or purchase intention were influenced,
satisfaction/dissatisfaction attitude towards the ad (AAD)
from their feelings
Positive evaluation ad may be
Feelings as a source of transferred to evaluation of the brand
information to form an overall Feelings transfer
evaluation of a product or Feelings an ad evokes (oproepen)
brand, may be transferred to the attitude
towards the ad, brand attitude and
Not by a simple association, the purchase intention
but through a controlled Positive mood = sneller beslissingen &
inferential process or in other minder aandacht voor details
words in an informed Classical conditiong
deliberate manner Pairing the product with pleasant
liked events
Evaluative conditioning coca cola
, example Pairing a neutral stimulus
(brand) with a positive stimulus (bijv
happy people) results in positive
brand associations/affect transfer
Mere exposure
Repeated exposure to an unknown
brand will improve evaluation of that
brand
1. Feeling of familiarity
2. Processing fluency, easier to
process
Behaviour Post experience Reinforcement
Assumes relations between Awareness leads to trial
current purchase on the one (onderzoek/process) and trial leads to
hand and previous purchase, reinforcement (versterking)
advertising, promotion, advertising is supposed to reinfore
current advertising & habits, frame expierences and defend
promotion on the other. consumer’s attitude
Perception-experience- Routinised response behaviour model
memory Vergelijkbaar model
Postulates that perceptions A larger number of product
formed through prior experiences = response behavior
experience can be reaffirmed toiletpaper, toothpaste
(opnieuw bevestigd), changed
of teruggenomen by an
advertisement.
Elaboration Likelihood model (ELM)
How a message can lead to attitude formation (new attitude) or change (improve, more
positive about the brand). The effects of MAO factors on an attitude formation and marketing
communication
If motivation, ability and opportunity are all high, the elaboration likelihood is said to be high
and consumers are expected to inchage in the
Central-route processing (left) dit betekent dat je de argumenten evalueert, en echt
uitzoekt wat de informatie je aanbied, afhankelijk van de kwaliteit
en credibiliteit van de argumenten zal je zelf met counter
(permant negative), support (permanent positive attitude change)
of neutral argumenten (no attitude change )komen
Peripheral route processing als motivatie, ability of opportunity
of meerdere laag zijn zal deze route worden genomen. Hier wordt
de informatie niet echt verwerkt maar wordt de evaluatie
gebaseerd op simpele signalen zoals achtergrond muziek,
knapheid van de persoon in de ad etc. Deze attitude zijn vaak van
korte duur
, If MAO is low, consumers are more likely to process the information peripherally.
Multi attribute = Theory of planned behavior (TPB) –
CENTRAL ROUTE
3 elements brand attitudes
- Relevant product attributes
- Evaluation of these attributes
- How much consumer believes the brand has these
attributes
Behavior that is planned central route in the ELB model
When a consumer has high motivation, opportunity and ability to process a message
Behavioral intention what someone will do
If the three left are good, you will buy
Marcom can try to change those:
Foote Cone grid (FCB)
Vier verschillende situaties, gebaseerd op twee dimensies
High-low involvement & think-feel dimesie
Lecture 2: implicit/explicit attitude
Why implicit brand attitudes are important
Two examples of implicit measures in marketing
AMP (affect misattribution procedure)
Chinese letter + brand positive about the brand = rating the Chinese letter as a positive
letter , negative about the brand = rating the Chinese letter as negative
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