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Marketing Communication summary ALL lectures 2021
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Marketing Communication summary ALL lectures 2021 for Marketing Management / analytics master
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LECTURE 1 - INTRODUCTION (MODULE 1)Tutorials are only extra examples, understanding the theory better etc.
Exam:
- web clips, lecture sheets
- examples, tutorials
- guest lectures
- papers (entire paper, link with theory)
→ what was main idea, hypothesis, IV, DV of the study etc.
Open questions 60%
MPC 40% with guessing correction chapter 3,4,7,13
ALLEEN PAPERS LEZEN DIE BESPROKEN ZIJN IN LECTURES
LECTURE 2 - BREAKING THROUGH THE ADVERTISING CLUTTER (MODULE 2)
How can campaigns stand out?
1. Involuntary attention
2. Voluntary attention
3. Ease of processing
Attention - four key characteristics
1. Limited
People only have a limited pool of resources available and cannot conscientiously
experience all available events and information at a certain point in time.
2. Selective
As a consequence, people selectively attend to the most important/salient pieces of
information in the environment.
3. (In)voluntary
Attention can be voluntary and involuntary - people voluntary allocate attention to things
that are important to them - salient/surprising things automatically and unintentionally
, draws attention.
4. Precondition for further processing
Only after attention is allocated to a stimulus, sufficient resources are freed up to
process further information.
Pre-attention → focal attention → comprehension → elaboration
More attention = more cognitive capacity = more comprehension = more elaboration
Attention is the first necessary step for any communication to take place
→ any advertisement, banner needs attention before consumer can process more
Information and make judgements/decisions about it
Levels of processing/ involvement steps:
1. Pre-attention
Often unintentionally: little or no capacity required (automatic processing)
→ Sensory buffering and feature analysis
→ Parallel analysis of all modalities for familiarity and significance (screening)
2. Focal attention
When something seems important, more attention is allocated: little capacity required
→ Channel selection, perceptual and semantic processing
→ Use of perceptual knowledge to produce work and object category representations
3. Comprehension
When people try to comprehend on the message: modest levels of capacity required
→ Syntactic analysis
→ Use of syntactic knowledge construct propositional representations
4. Elaboration
Elaboration on the message: substantial levels of capacity required
→ Conceptual analysis
→ Linking of propositional code for current input to existing systems of conceptual
knowledge
Involuntary attention
An unconscious process that causes an automatic orienting response
Four psychological mechanisms that can increase involuntary attention (attractors)
1. Saliency
Salient, original, and novel stimuli
2. Horizontal centrality
Centrally located stimuli
3. Primacy
Stimuli presented first
4. Picture superiority
Pictures
→ Often unconscious and unintended
, → Associated with bottom-up processing (the way information processing is built up from the
smallest pieces of sensory information coming into our brain and therefore driving
information processing)
- From the bottom (outside) to our senses to the top (memory)
1. Saliency
Salient stimuli that stick out because they are I) perceptually prominent, II) novel,
unexpected, and original, or 3) related to life and death
→ automatically attract our attention
Because:
- Stick out and are hard to ignore
- Lead to mild psychological arousal
→ explains the relationship between saliency, focal attention, and elaboration
→ Yerkes-Dodson law
- Result in focal attention to the source of stimulation
2. Horizontal centrality
Stimuli in the center 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
→ resources limited, so more attention is given to the start of the list
E.g. first commercial shown after show is given most attention
→ things listed first are often most important
4. Picture superiority
Pictorial information received more information than textual information
- pictures attract attention regardless of size
- the bigger the text, the more attention
- the bigger the brand name, the more attention
Increasing voluntary attention (magnitizers)
1. Self-relevance
- personal interest avoids inattentional blindness (Money Business)
- self-referencing
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