Marketing Communications: A European Perspective (Sixth edition)
Summary of chapters:
3 - How marketing communications work
4 - Marketing communications planning
7 - Media planning
13 - Measuring campaign effectiveness
Book summary
Marketing Communications:
A European perspective (Sixth Edition)
Patrick De Pelsmacker, Maggie Geuens & Joeri van den Bergh
Chapters
3 - How marketing communications work
4 - Marketing communications planning
7 - Media planning
13 - Measuring campaign effectiveness
1
,Chapter 3 - How marketing communications work
Factors influencing consumer reactions to marketing communications
- Consumer goals
- Characteristics of the product type
- Consumer situation
- Involvement in the product category
- Social, psychological or cultural factors
Hierarchy-of-effects models (TFD)
Things have to happen in a certain order, implying that the earlier effects form necessary
conditions in order for the later effects to occur
! Some of the oldest marketing communications models
→ Three stages for responding to marketing communications;
1) Cognitive/think
Mental (thinking) processes Brand awareness & Brand knowledge
! Continuous and effortless information gathering
2) Affective/feel
Emotional or evaluative responses occur Associations & Attitudes
! Only formed when need for evaluation arises
3) Conative/do
Undertaking actions with respect to the advertised brand Buying brand
2
,Task of marketing communications: Lead consumers through these successive stages
EXAMPLES: Lavidge and Steiner model
Alternatives inspired on HOE models:
● Low-involvement
hierarchy-of-effects model
(TDF)
After consumers are exposed to
marketing messages, they might buy
it, after which they will decide how they
feel about it
● Experiential
hierarchy-of-effects model
(FDT)
Consumers’ affective responses
towards a product lead them to buy it and, perhaps later reflect on it
Foote-Cone-Belding (FCB) grid - Vaughn SEGMENTATION AND POSITIONING TOOL
Based on characteristics of consumers in a buying decision
High-low involvement <> think-feel
Involvement
The importance people attach to a product or a buying decision, extent one has to think it
over and the level of perceived risk associated with an inadequate brand choice
Think-feel dimension
Extent to which a decision is made on a cognitive or an affective basis
Low involvement 3) DFT 4) BFT
! Routinised decisions ! Life’s little pleasures
because of habit formation → Soft drinks, ice cream
→ Food, toilet paper
3
, Rossiter-Percy grid SEGMENTATION AND POSITIONING TOOL
products and buying decisions are classified based on: high-low involvement <>
transformational <> informational buying motive
Transformational buying motives
Positive motivations
→ Sensory gratification, Social approval or intellectual stimulation
! Products that give consumers pleasure (ice cream, cosmetics, and perfume)
Information buying motives
Reducing or reversing negative motivations
→ Solving or avoiding a problem, normal depletion
! Detergents, babies’ nappies and insurance
Quadrant consumer is in may change over time or across buying situations
Provide`a framework for communications objectives and campaign effectiveness
measurement
! Brand awareness is a prerequisite for brand attitude formation
Affective responses cannot be formed or that a purchase cannot take place without having
an awareness of the brand
Top-of-mind awareness (TOMA)
Indicates which brand is most salient within a product category
! FIrst brand that comes to mind
SHORTCOMINGS of the classical hierarchy models
- empirical support for the fact that consumers go through each stage is lacking
- No empirical support for cognitive, effective and connotative effects
- No interaction allowed between the different stages (in hierarchy models)
4
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