Marketing Communication and the Consumer
Inhoud
Marketing Communication and the Consumer ....................................................................................... 1
College 1 Introduction ......................................................................................................................... 3
An introduction to integrated marketing communications (Belch, 2015) ...................................... 4
College 2 explicit attitudes .................................................................................................................. 7
De Pelsmacker, 2013 How Marketing communications work ........................................................ 8
College 3 Implicit attitudes ................................................................................................................ 13
Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the
Implicit Association Test (Gibson, 2008) ....................................................................................... 14
Implicit Consumer Preferences and Their Influence on Product Choice (Friese, 2006) ............... 15
College 4 Persuasion vs. brand salience ............................................................................................ 17
Evidence concerning the importance of perceived brand differentiation (Romaniuk & Sharp,
2007).............................................................................................................................................. 18
Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase
Product: A Replication (Macdonald & Sharp, 2000)...................................................................... 20
Building the destination brand: An empirical comparison of two approaches (Trembath, 2011) 21
Lecture 5 influencer marketing ......................................................................................................... 22
Marketing through Instagram influencers: the impact of number of followers and product
divergence on brand attitude (Veirman, 2017)............................................................................. 24
Following celebrities’ Tweets about brands: The impact of Twitter-Based eWoM on consumers’
source credibility perception, buying Intention, and social identification (Jin & Phua, 2014) ..... 25
Lecture 6 Branded video content marketing .................................................................................... 28
The effects of second screen use on sponsor brand awareness: A dual coding theory perspective
(Jensen, 2015)................................................................................................................................ 30
A new branch of advertising: Reviewing factors that influence reactions to product placement
(van Reijmersdal, 2009) ................................................................................................................. 32
Lecture 7 e-WOM .............................................................................................................................. 34
Thorbjørnsen, (2015). How do teaser advertisements boost word of mouth about new
products? For consumers, the future is more exciting than the present ..................................... 36
Eisingerich (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-
mouth on online social sites differs from traditional word-of-mouth. ......................................... 37
Lecture 8 Masterclass ........................................................................................................................ 39
College 9 Masterclass ........................................................................................................................ 41
College 10 Mediaplanning ................................................................................................................. 43
McCoy (2017). Here we go again! The impact of website ad repetition on recall, intrusiveness,
attitudes, and site revisit intentions.............................................................................................. 45
, Nordhielm, C. L. (2002). The Influence of level of processing on advertising repetition Effects. . 48
Lecture 11 Bricks vs. clicks: Online consumer behavior .................................................................... 50
Van Noort (2008). The persuasiveness of online safety cues: The impact of prevention focus
compatibility of web content on consumers’ risk perceptions, attitudes, and intentions. .......... 51
Van Noort (2012). Interactivity in brand web sites: Cognitive, affective, and behavioral responses
explained by consumers’ online flow experience. ........................................................................ 54
Lecture 12 Mobile Display Advertising and Synergy effects ............................................................. 56
Varan, D., Murphy, J., Hofacker, C.F., Robinson, J.A., Potter, R.F., & Bellman, S. (2013). What
works best when combining television sets, pcs, tablets, or mobile phones? How synergies
across devices result from cross-device effects and cross-format synergies ............................... 57
Tang, T., Newton, G.D., & Wang, X. (2007). Does synergy work? An examination of cross-
promotion effects. ......................................................................................................................... 59
Bart, Y., Stephen, A.T., & Sarvary, M. (2014). Which products are best suited to mobile
advertising? A field study of mobile display advertising effects on consumer attitudes and
intentions ...................................................................................................................................... 61
,College 1 Introduction
IMC= strategic business process to plan, develop, execute and evaluate brand communication
programs (Model IMC is een additief model, geen statisch model). Perspectives:
- Identify most effective ways of communication
- Coordinate various promotional elements
- Enabling marketeers to create a consistent and unified image
Four basic touch points within IMC:
• Company created touch points
• Intrinsic touch points
• Unexpected touch points
• Consumer-initiated touch points
Door digitale media gaat het overwegen om een product te kopen heel anders dan vroeger (door
word-of-mouth). Je moet nadenken over welke touch points belangrijk zijn voor marketeers (zelf
gecreëerde contacten of intrinsieke contactpunten > contacten in het sales proces). Enige wat niet
goed te managen is zijn de onverwachte contactpunten.
Micro Marketing > location based marketing: reclame gebonden aan jouw GPS en wat er in de buurt
is van jou.
Marketing gaat over van sales gericht, naar relatiegericht.
Sociale Consumer Decision Journey (SCDJ) model: mensen zijn in twee groepen onder te verdelen
(passieve verkoopmodus > worden benaderd door niet gevraagde communicatie benaderd en
actieve verkoopmodus > zoeken naar nieuwe informatie).
1. Consumer considers purchase
, 2. Consumer evaluates brand
3. Consumer buys product
4. Cosumer interacts with brand after purchase
5. Consumer advocates for brand
Lecture 2, 3 en 4:
An introduction to integrated marketing communications (Belch, 2015)
Marketing strategies has changes over the years and the forms of marketing communication are
changing in the modern world. Where it used to be through mass media, marketing is now
implemented through integrated marketing communications (IMC) as the receiver is no longer
passive.
The role of marketing
American Marketing Association (AMA) defined Marketing as the process of planning and executing
the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational objectives (this definition is focusing on exchange). In 2007
they revised their definition to: Marketing is the activity, set of institutions and processes for creating
communicating, delivering and exchanging offerings that have value for customers, clients, partners
and society at large.
Integrated Marketing Communications (IMC)
Using a variety of promotional tools rather than relying primarily on media advertisement. American
Association of Advertising Agencies (the 4’As) defined IMC as a concept of marketing
communications planning that recognized the added value of a comprehensive plan that evaluated
the strategic roles of a variety of communication disciplines – for example; general advertising, direct
response, sales promotion and public relations – and combines these disciplines to provide clarity,
consistency and maximum communications impact.
Don Schultz says has a more appropriate definition of IMC: 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, associates 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.
Micromarketing: the viewers of mass media are moving from traditional big broadcasts to smaller
broadcasts and other media as internet.
A major reason for the grow of IMC is that is plays a big role in the process of developing and
sustaining brand identity and equity.
,Brands is one of the most valuable asset for a firm, as people feel good having products from a
famous brand. Other firms can duplicate the product, but not the worth of a brand. Brands are
becoming less about the product and more about how people relate to them (for example self-
expression).
Garfield noted that the future isn’t about getting people to buy your brand, but to but into your
brand (build sustainable relationships).
Authenticiteit wordt steeds belangrijker, omdat men steeds slimmer wordt.
The promotional mix (IMC)
Advertising: any paid form of nonpersonal communication by an identified sponsor. Advertising can
be used to create unique and favourable associations for the brand.
Advertising to consumer markets
National advertising: advertising done by large companies on a nationwide basis or in most regions of
the country. Goals: to inform or remind consumers of the company or brand and its features,
benefits, advantages of uses and to create reinforce its image.
Retail/local advertising: done by retailers or local merchants to encourage consumers to shop there,
use a local service of patronize a particular establishment. Mostly advertising prices, hours, service,
atmosphere, image or assortment. Goal: store traffic, direct action, sales.
Primary- versus selective- demand advertising: for general product or entire industry. Selective-
demand is for a specific brand, primary-demand often used for new products gaining market
acceptance.
Advertising to business and professional markets
B-to-B advertising: to individuals that purchase goods or services for companies.
Professional advertising: to doctors, lawyers, dentists, engineers etc. goal: for them to use
themselves or promote the product by end-users.
Trade advertising: to wholesalers, distributors and retailers. Goal: for them to stock, promote and
resell the products to customers.
Direct marketing is the direct communication to customers.
Digital/ internet marketing: interactive media allows a two-way flow of communication whereby
users can participate in and modify the form and content of the information they receive in real time.
Marketeers are finding creative ways to connect to the consumer digitally.
Sales promotion: marketing activities that provide extra value or incentives to the sales force,
distributors or the consumer and can stimulate immediate sales.
,Consumer-oriented sales promotion: targeted to the ultimate user, stimulating immediate purchase
and thus short-term sales.
Trade-oriented sales promotion: targeted toward marketing intermediaries such as wholesalers,
distributors and retailers.
Publicity/ public relations: publicity is nonpersonal communication. It increases the credibility, as the
publicity comes from a unbiased source and it’s low cost.
Public relations: broader than publicity as it maintains a positive image along various publics.
Personal selling: person-to-person communication with direct contact (face to face or through
telecommunication).
Possible ways of communication to target audience ^.
Contact (or touch) point refers to each opportunity the customer has to see or hear about the
company and/or its brands or have an encounter or experience with it. Four basic categories:
1. Company created TP: planned marketing communication, the company is under control
(advertisement, websites, news/press releases, packaging, brochures and collateral material,
sale promotions and point-of-purchase displays and other instore décor).
2. Intrinsic TP: contact during buying or using. Partly not under direct control, but able to
influence. Such as sellers/ packaging (design and functioning of website, packaging with
product information, impact on experience).
3. Unexpected TP: as word-of-mouth or reviews, not controllable by the company (websites
that provide reviews of products, expert of customer or broadcast stories from other
sources).
4. Customer-initiated TP: major impact how marketeers handles this (complaints from
customers).
Integrated marketing communications management involves the process of planning, executing,
evaluating and controlling the use of various promotional-mix elements to effectively communicate
with target audiences. This is guided by an integrated marketing communications plan that provides
the framework for developing, implementing and controlling he organization’s IMC program. Model:
, Marketing Plan
The first step is to understand where the company and brand has been, the current position in the
market and where you want it to go. Five basic elements of a marketing plan:
Promotional program situation analysis: internal- and external analysis.
Analysis of the communication process: establishing goals and Marketing and Communication
objectives and how to effectively communicate with consumers.
Budget determination: promotional budget, what will it cost and how will it be allocated?
Developing the IMC program: creative strategy and media strategy, choice of media, implementing.
College 2 explicit attitudes
De functie van Marcom is dat men positieve attitudes ten aanzien van je merk krijgt.
Traditionele theorieën: AIDA is de eerste aanzet tot theorievorming. Als mensen bloot worden
gesteld aan een advertentie, zijn er een aantal standaardstappen die men doorloopt. Traditionele
modellen veronderstellen allemaal dat je eerst cognitief reageert, dan affectief en dan conatief.
➢ Foot-cone-belding (high/low involvement + think/feel) is een aanvulling hierop, waarbij er
dieper wordt ingegaan op de stadia binnen dit proces. Dit zorgde voor verdere theorieën,
omdat er opnieuw over werd nagedacht (hierarchy-of-effects models >
cognitive/affective/conative).
➢ Shortcomings: 1) No empirical support for fixed stages 2) Models don’t allow interaction
between stages
➢ Advantages: 1) Recognition of importance of brand awareness 2) Top-of-mind awareness
(TOMA) 3) Stimulated theory development 4) Attitude formation and change
MOA (motivation/ability/opportunity) factors is onderdeel van het ELM model.
➢ Ability: mogelijkheid om informatie in een advertentie te verwerken (technische info e.d.) &
opportunity: kans om info te verwerken (geen afleiding).
➢ Wanneer M,O & A op hoog niveau zijn, worden attitudes via de centrale route verwerkt.
Wanneer dit niet het geval is, dan wordt het oppervlakkig verwerkt.
Aad (attitude towards ad) transfer: Dual mediation hypothesis > Positive evaluation ad may be
transferred to evaluation of the brand
Mere exposure werkt vooral bij nieuwe merken.
