This summary contains all information of the 7 modules of Marketing Communication. Applicable for the Marketing Management program at TiSEM 2020 (Tilburg University). As preparation for the exam in Spring 2020.
Lecture 3 – 5 february 2020......................................................................................................................................................... 8
Topic: Persuasion and pre-suasion........................................................................................................................................... 8
Lecture 4 – 6 February 2020....................................................................................................................................................... 13
Lecture 6 – 13 February 2020..................................................................................................................................................... 19
Topic: Social nudges and social influence............................................................................................................................... 19
Lecture 7 – 19 February 2020..................................................................................................................................................... 21
Topic: Issues in Media Planning.............................................................................................................................................. 21
, LECTURE 1 – 28 JANUARY 2020
General information
Part I: Lectures & Guest Lectures Weeks 1-4 (How communication and persuasion works) = Open essay questions 60%
Part II: Self-Study (book) Weeks 1-4 (Integrated Marketing Communication Plan) = Multiple choice 40%
Part III: Presentations Weeks 5-6: full time preparation (+ office hours) + Week 7: final presentation 40%
Topic: Introduction
Relationship between Marketing Communication and Marketing Management
The Marketing Communication course is a course that provides a
framework about how to persuade consumers via various
communication channels/platforms, including off- and online tools.
The Integrated Marketing Communication Plan Understanding the communication and persuasion process
L2: Breaking through
advertising clutter
L5: Consumer inferences
L3+4: Persuasion
L6: Social influence
Information processing and communication objectives
, LECTURE 2 – 29 JANUARY
2020
Topic: Attention
What is attention? more attention = more cognitive capacity = more comprehension = more elaboration
Attention is (i) limited, (ii) selective, (iii) voluntary / involuntary, (iv) a precondition for further processing
o Levels of processing / involvement (Greenwald: Audience involvement in advertising: Four levels)
- pre-attention: little or no capacity required (automatic processing) - comprehension: modest levels of capacity required
- focal attention: little capacity required - elaboration: substantial levels of capacity required
How campaigns can stand out
1. Trying to allocate enough resources to our stimulus
1. Increase attention (attention effect)
making it important to people
- Involuntary attention
2. Memory effect: trying to increase the ease of
- Voluntary attention
processing therefore no need for a lot of cognitive
2. Increase ease of processing (memory effect) resources, people won’t become overloaded
o Four principles that help to increase involuntary attention – Communication cues can increase automatic orienting response:
Bottom up: from sensory perceptions, from the concrete features, you start processing
Top down: based on what we know, our goals, you decide to allocate more resources - Oftentimes unconscious and unintended.
1. Saliency: salient, original, and novel stimuli - Another name: ‘’attractors’’
2. Horizontal centrality: centrally located stimuli - Associated with bottom-up processing
3. Primacy: stimuli presented first
4. Picture superiority: pictures
1. Saliency (salient stimuli): These stimuli:
- perceptually prominent (size, colour, contrast) - stick out and are hard to ignore
- novel, unexpected, and original stimuli - lead to mild psychological arousal
- stimuli related to life and death - result in focal attention to the source of stimulation
Arousal explains the relationship between saliency, focal attention and elaboration
Yerkes-Dodson law
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. To what elements do consumers pay
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur cherluna. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €4,99. Vous n'êtes lié à rien après votre achat.
