100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
College aantekeningen Marketing Communication and the Consumer (S_MCC) €6,18   In winkelwagen

College aantekeningen

College aantekeningen Marketing Communication and the Consumer (S_MCC)

 22 keer bekeken  1 keer verkocht

Lecture notes Marketing Communication and the Consumer College aantekeningen Marketing Communication and the Consumer All lectures, except lecture 9 (guestlecture!) Alle colleges, behalve lecture 9 (guestlecture!)

Voorbeeld 4 van de 46  pagina's

  • 16 oktober 2023
  • 46
  • 2023/2024
  • College aantekeningen
  • Guido van koningsbruggen
  • 1 t/m 8 en 10 t/m 12 (no lecture 9(guestlecture))
Alle documenten voor dit vak (14)
avatar-seller
Evu8
Marketing Communication & the IMC audience contact tools / touch
Consumer points

Lecture 1 | Introduction & How
marcoms work I: Explicit attitudes


Integrated marketing communications
(Belch & Belch, 2015)
The evolution of IMC
- For many years: advertising via
mass media dominant form of
marketing communication
(marcom) IMC audience contact tools / touch
- 1980s: arrival of new disciplines points
like public affairs, PR, direct
marketing, sales promotion
- Try to coordinate all promotional
elements / marketing activities that
communication with customers
IMC
- Strategic business process to plan,
develop, execute and evaluate
brand communications programs
- Big-picture on building strong IMC planning model
brands


Marcoms now is about building
relationships (Belch & Belch, 2015)




How marcoms work I: Explicit attitudes
- Marketing communications aim at
encouraging people to buy (or keep
buying) a particular brand
- How do consumers process and
respond to marcoms (e.g.
advertising)?

, 3 components
- Affective; feelings associated with
object
- Cognitive; knowledge, beliefs and
evaluation of object
- Behavioural; action readiness with
object
How do consumers process and respond to
- Analyze receiver’s response marcoms?
processes
- Analyze source, message, channel - Difficult to predict
factors - Influenced by many factors (e.g.
- Establish communication goals and product type, involvement,
objectives situation)
- No single model
Classifying models/processes, 2
How marcoms work dimensions
- basic of attitude formation
o Primarily cognitive vs
affective vs behavioral
- Elaboration level of marcoms
message
o High vs low
o Depends on MAO factors

MAO factors
- M otivation
- Attitude formation and change Willingness to engage in behavior,
o Attitude components makes decisions, pay attention,
o Elaboration likelihood process information, etc
- A bility
Attitude formation and change Resources needed to achieve
Attitude toward the brand (Ab) particular goal
- O pportunity
- How much person likes/dislikes Extent to which situation enables
brand person to obtain goal
- Extent to which hold
favorable/unfavorable view brand Effects MAO on marcoms processing:
ELM

,Classifying models/processes Marcoms can try to change
attitudes/behavior by:




Cognitive attitude formation, low
Cognitive attitude formation, high
elaboration likelihood
elaboration likelihood
- E.g. when consumer don’t have the
- E.g. consumer who wants to buy
time to compare all available
home cinema system and tries to
brands on relevant attributes
compare objectively different
- Peripheral processing
brands on several attributes (price,
- Heuristic evaluation  brand
sound, quality, etc) before making
attitudes based on peripheral cues
decision
- Satisficing vs maximizing brand
Relevant models choice

- Self-generated persuasion Potential heuristic cues
- Multi-attribute models
o Expectancy-value model,
TPB (Ajzen / Fishbein)
Theory of planned behaviour: brand
attitudes
3 elements brand attitudes
- Relevant product attributes
- Evaluation of these attributes
- How much consumer believes the Affective attitude formation, low
brand has these attributes elaboration likelihood
- Peripheral processing of mainly
affective elements
Relevant models
- Attitude towards the ad (Aad)
transfer / feelings transfer
- Mere exposure
- Classical/emotional conditioning

, Classical (or emotional or evaluative)
conditioning
Aad transfer: dual mediation hypothesis
- A change in liking of a stimulus
results from pairing this stimulus
with other stimulus
- 1st stimulus = conditional stimulus
(CS)
- 2nd stimulus = unconditioned
stimulus (US)
- CS becomes more positive when
repeatedly paired with a positive
US
- Positive evaluation ad may be - By pairing the product with
transferred to evaluation of the pleasant, liked events it is hoped
brand. If positive attitude towards that a bit of the linking ‘rubs of’ on
ad: the product and that because of this,
o More likely to be receptive consumers will afterwards be more
to arguments/cues in favor likely to buy the product
of brand advertised
o Less likely to think of other e.g. Have a coke and a smile ads of Coca
counter-arguments Cola
- Mere exposure
o Prior exposure to stimuli
(words, slogans, pictures,
sounds, etc) increases
positive affect towards these
stimuli
 Ad/brand exposure
can increase
ad/brand liking, and
increases likelihood https://www.youtube.com/watch?
of entering v=qI_L7dF3OdY
consideration set
o Explanation; processing https://www.youtube.com/watch?
fluency v=H8SMoUtZUmU
o Limits: novel stimuli, wear- https://www.youtube.com/watch?
out v=eBy5x5qtgPs

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

Verzekerd van kwaliteit door reviews

Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper Evu8. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €6,18. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 67474 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€6,18  1x  verkocht
  • (0)
  Kopen