This summary of Marketing Communications includes all notes from lectures as well as input from the interactive lectures which can be used as best practice examples. All these slides from the lectures with the notes form an extensive summary including many practical examples from the interactive le...
Summary Marketing Communication:
Marketing Communication Lecture 1:
What is attention:
Attention is …
- Limited
- Selective
- Voluntary or involuntary
- A precondition for further processing
More attention = more cognitive capacity = more comprehension = more elaboration
Levels of processing /involvement:
- Pre-attention= little or no capacity required (automatic processing)
- Focal attention= little capacity required
- Comprehension= modest level of capacity required
- Elaboration= substantial levels of capacity required
,How campaigns can stand out: Attracting Attention
Increasing – Involuntary attention:
- Various communication cues can increase an automatic orienting response
o Salient, original, and novel stimuli (1. Saliency)
o Centrally located stimuli (2. Horizontal Centrality)
o Stimuli presented first (3. Primacy)
o Pictures (4. Picture Superiority)
- Oftentimes unconscious and unintended
- “Attractors”
- Associated with bottom-up processing= when a consumer tries to process info, he
starts from the simple concrete steps what he sees, smells, hears, feels. Goes from
the pure objective facts to form an opinion.
- Top-down processing= use what we already know to form opinions, your knowledge
scheme is already quite elaborate.
1. Saliency:
Salient stimuli:
- Perceptually prominent (size, colour, contrast, …)
- Novel, unexpected, and original stimuli
- Stimuli related to life and death
These stimuli:
- Stick out and are hard to ignore
- Lead to mild psychological arousal
- Result in focal attention to the source of stimulation
,2. Horizontal Centrality:
Stimuli in the centre receive more attention (and are more likely to be chosen)
3. Primacy:
Consumers are more attentive to items that are presented first in a list
4. Picture Superiority:
Pictorial information receives more information than textual information
To what elements do consumers pay most attention?
- Pictures: attract attention, regardless of size
- Text: the bigger the text, the more attention
- Brand: the biggen the brand name, the more attention
, Increasing – Voluntary attention:
- How to increase voluntary attention?
o Increase self-relevance
▪ Personal interest avoids inattentional blindness
▪ Self-referencing
▪ Proximity
▪ …
o Curiosity
▪ Unfinished ads
▪ Mysterious ads
▪ …
- Oftentimes conscious and intended
- “Magnetizers”
- Associated with top-down processing= use what we already know to form opinions,
your knowledge scheme is already quite elaborate. Asses the info based on what I
already know with knowledge schemas.
1. Personal Interest and Inattentional Blindness:
- Consumers allocate more attention to information that is consistent with their goals
- Information that is not relevant, is often ignored, and will lead to inattentional
blindness
- Implications for SEA and SEO
o Organic results generate more attention and traffic because they are
immediately relevant
o Sponsored results often suffer from inattentional blindness
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 RafaelHoutepen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.96. You're not tied to anything after your purchase.
