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Marketing communication summary
- Instelling
- Rijksuniversiteit Groningen (RuG)
All the lectures. With this summary you don't need the book. Passed the course and assignment (easily)with this one
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Voorbeeld 4 van de 31 pagina's
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Marketing communication summaryLecture 1: effective marketing communication and a game of hurdles
5 lectures and 2 tutorials about hidden persuasion.
Hidden persuasion: process from no to yes. When, why, and how
advertising and other forms of marketing communication
influence us, consumers, into saying yes (or no) to whatever
marketers are trying to sell us… …Often without us being aware
of this influence….
A lot of information in the book. Each chapter deals with a
hurdle advertisers have to take to reach the ‘hearts and
minds’ of the consumer. And how to jump over them.
See the summaries and glossary. The chapters discuss the
research underlying the glossary items and elaborate on the
items in the chapter summaries.
The 7 hurdles: not all needed every time. But when you don’t
care then not successful. 1: How consumers acquire and
process information from advertising (Ch 2). Advertising:
psychological principles underlying are the same drivers as
marketing (communication). Advertising its about
marketing communication as a whole. 2: how stick in
consumer mind. 3: how people evaluate the ads, forgotten:
jump to buying behavior and attitudes not measures, but
its one of the bigger predictors of effectiveness. 4: when
why consumers say yes once exposed to the ad, process
behind. 5: how bridge the intention behavior gap. Most aim the intention to buy etc, will you buy in
the next two weeks. We know that when people say they do doesn’t correspond to actually buying.
This is the intention behavior gap, its big. How to bridge. 6: how we can nudge consumer behavior
change. Present nudges that push them to saying yes. 7: how principles goes to online, persuade
online consumer. All under 1 till 6 will translate well to 7. Few new ones that make the new online
consumer slightly different.
2 group assignments 50% and one individual assignment 50%,
no final exam.
Translating science in to practice. Use principles to analyze
existing campaign. Assignment 2, come up with own campaign.
A research driven perspective on communication effectiveness:
Advertising (and other forms of marketing communication) is not an art, it’s a science!
Advertising (and other forms of marketing communication) is not an art, it’s a science!
Spend a lot on advertising, but don’t know what it does?
,Ad agencies also show a disturbing lack of systematic knowledge about what works, when and why…
…and their clients as well.. Hence, the blind leading the blind…
Why relevant?
Because WE (you, me) need to fill this gap!! Solve this
problem. not as marketing community only, also because of
employability.
Soon you will be on the job market: knowledge from this
course may make a big difference between you and your job
competitors!
“If the science is available, why use anything else?” (Cialdini, 2010)
Psychology key supplier of systematic knowledge about marketing communication effectiveness
(Simonson et al., 2001, 2016)
So let’s use it to systematically map what we know about the impact of marketing communication on
the consumer!
And for you: use it in your (future) role as marketing/advertising manager!
Why relevant?
Know the hurdles for the future. Book is recipe for the
effective campaign, NO. its filled with attractive ingredients.
Use to form new campaign.
Also new trends where practitioners have no idea about.
Come from worldwide labs every week and we the first to
pick up, academic scholars. Share it here with us.
Each chapter focuses on specific “hurdle” advertising needs to take (E.g., info processing, memory,
attitudes, persuasion, behavior change)
Some psychological theories are shared between Consumer Psychology and this course
This is not problematic because 1. (partly) different audiences. Maybe also consumer psychology but
also maybe not. and 2. Cons. Psych: wide scope, MarComm: focused on one playing field. Psychology
uses large scope, from acquiring, using, discarding etc. here, zoom into how psychological theories
play out when focusing on marketing communication/advertising when it meets the consumer. For
both courses, need same theories sometimes.
What perspective we use here: research driven yes. And also:
Individual perspective: wont discuss the relationship between firm advertising expenditures and ales
level or so. We use individual perspective (not firm level). Zoom into mind and heart of consumer.
Predicting the impact of specific advertising variables on specific, individual consumer responses and
explain the processes responsible for any advertising impact.
,What is specific?
Any variables you can find within advertising
messages (online and offline). Contemporary
and classic (now and longer ago).
The source of the add: source/endorses
variables: can zoom into on these all. Fame:
what impact does it have for me him to be in
there. Also color, number of words etc. or
amount of information. Quality of argument,
these are specific ad variables. These last more message variables.
What are specific and individual
consumer responses: thinking/cognitive
feelings/affective and acting/behavioral.
When lucky the add influences the
behavior and stimulate buying it (its
exceptional, some cases only). Or does
it affect the usage rate, or disposing.
These three clusters also interact.
This is the individual perspective.
Whether attractiveness of the endorser
in the add affects the beliefs about the
Brand.
We try to relate any variable from the specific to one of the response. Use the microscope also in the
assignment, focus on one variables from both. This is predicting specific variables on specific indiivual
consumer responses.
Advertising in context: Setting the stage
More than 1000 commercial stimuli a day. Playing field in packed. We can not process all. Processing
is limited to 7 bits, 7 stimuli. Shows its very difficult.
Advertising: any form of paid communication by an identified sponsor aimed to inform and/or
persuade target audiences about an organization, product, service or idea (cf. Belch& Belch, 2004)
Advertising as pars pro toto for all promotion tools -and media- in the marketing communication
toolbox
Argument-based vs. emotional appeals:
Do we focus on getting information across (argument) or on
emotions. Usually not both, also not better. Make a choice.
Making choices means more specific which consumer to
target and how effective you can be.
What’s more effective? Warmth better or using arguments
about healthiness for orange juice for instance.
Argument based appeal effect thinking. Emotions the feelings. Both ultimately maybe behavior.
, Two key functions of advertising:
To inform and/or to persuade (but the persuasion function is way more important…)
Key difference: type of consumer response
Inform: change nonevaluative consumer responses (ch. 2,3,4) E.g., beliefs, knowledge
Persuade: change evaluative consumer responses (ch. 5,6,7,8) E.g., attitudes, preferences
When looking at book. There is a distinction. When key function is to inform it wants to change non
evaluative (not implying good or bad). Promoting brand awareness isn’t good or bad (can be aware of
failure). This brand has high awareness. Non evaluative are 2,3,4. Evaluation, preference more,
change the liking and desire of the brand. Non evaluative you hope they feed into the evaluative
response. Information in persuasion.
Note: both argument-based and emotional appeals can inform and/or persuade!! Depends on the
type of appeal are selected.
TWO basic strategies: to approach the
consumer.
Alpha, the Greek symbol is resistance. This
makes the distinction. Alpha strategies try to sell
stuff and persuade the consumer into accepting
through approach motivation. Try to have the
consumer say yes by promoting the product.
More desirable. Make the offer more attractive.
The marketeer selects an attractive endorser
then. This is one type of trying to say yes
Omega: reducing an avoidance motivation. Also saying yes by consumer, but by using the resistance.
Tendency to say no to the product, reduce this. Like the tax office, not more enjoyable but easier.
For assignment, use sniper approach. Choose one of them
Hurdle #1: How consumers acquire and process
information from advertising
Four basic stages from low effort, unconscious and
automatic to high effort, conscious and deliberative
Preattentive analysis (not involved here)
Focal attention
Comprehension
Elaborative reasoning
Ads move to one of these stages. They don’t need to. Covaries with the most researched consumer
variable ever: involvement/engagement (e.g., Zaichkovsky, 1985; Johnson & Eagly, 1993; Brodie et al.,
2011)
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