Samenvatting
Summary Theories of Marketing (week 4) Articles Summaries
Summary of articles of Theories of Marketing (week 4) University of Amsterdam. Pass your exam!
[Meer zien]Voorbeeld 2 van de 8 pagina's
Voorbeeld 2 van de 8 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Voorbeeld van de inhoud
Which Products are Best Suited toMobile Advertising? A Field Study of
Mobile Display Advertising Effects on
Consumer Attitudes and Intentions
RQ: Under what product-related conditions are mobile display advertisement (MDAs)
effective in changing consumers’ product-related attitudes and purchase intentions?
- 2 psychological measures of advertisement effectiveness: 1) how favourable consumers’
attitudes are toward advertised products; 2) consumer’s intentions to purchase or use
advertised products
Are MDAs Effective?
Usually not. MDAs can potentially work, but with small effect sizes (on consumer attitudes
and behaviours), same as general digital advertising campaigns.
- Average treatment effect (ATE) is positive for MDAs campaigns effectiveness; overall
campaign-level treatment effect is mostly negative and null. àMDAs are usually not
effective on attitudes & purchase intention
When will MDA Campaigns be Effective?
Information Processing
- MDAs can be persuasive (on attitude and intension) by serving as a (product-specific)
cue that prompts consumers to recall previously encoded product information (stored
brands/product) and process it in a deliberate manner.
- Factors triggering memory & elaborative processing: copy, execution, product
- ELM: an information-processing theory of how beliefs change(attitudes & intention) in
response to persuasive stimuli (e.g. advertisements)
- central: people process information in cognitive manner àMDA (use this channel)
- peripheral: ~~under affective manner
- the possibility of Central Route Processing is determined by: processing motivation (self-
motivation) & processing ability (degree of difficulty)àwe want people to go through
central route
Product-Related Characteristics and Central Route Persuasion
- There are 2 product-related features relates to processing motivation & ability:
- utilitarian V.S. hedonic
àutilitarian: consumption is cognitively driven, instrumental, goal oriented &
accomplishes function tasksàeasier to process cognitivelyàcentral route persuasion
- higher V.S. lower involvement (in product-focused judgment & decision-making
process)
àhigher involvement: have more important personal consequences & decisions about
carry more risksàmotivate consumers to process the recall information via central
route persuasion
- The causal relationship about utilitarian, high involvement, central route persuasion is:
high involvementàcentral route processingàutilitarian
, - MDA only have positive treatment effect on attitudes & intentions with advertised
product high in involvement and utilitarian.
Brief Conclusion:
- Effectiveness: MDAs campaigns usually have no significant effect (or small effect) on
consumers’ product-related attitudes and intentions (if measured by positive treatment
effect). However, campaign effectiveness (measured by average campaign treatment)
vary considerably according to the advertised product. MDAs campaigns are only
effective for products that are both utilitarian (v.s. hedonic) and higher involvement
(v.s. lower involvement).
- Using Elaboration Likelihood Model, the results shows when MDAs affect attitude and
intention, it’s because they remind consumers of previously encoded product-specific
information, which consumers subsequently process. The effectiveness of an MDA
depends on how likely it triggers memory recall that leads to central-route elaborative
information processing.
- Prior product awareness makes MDAs for higher-involvement & utilitarian product
more effective. Due to the little information and distracting environment of MDAs, it’s
better used as a memory recall than deliver new information in the ads.
Key Issues in Multichannel Customer
Management: Current Knowledge and
Future Directions
RQ: how does a customer management based framework that structures the process by
which the firm can develop and implement a multichannel strategy look like? How can
companies use this framework to identify key customer management issues to be
addressed?
Multichannel customer management (MCM): the design, deployment, evaluation of
channels to enhance customer value through effective customer acquisition, retention, and
development.
MCM identifies 5 tasks: 1) analyse customers, 2) develop multichannel strategy, 3) design
channels, 4) implement, 5) evaluate
Clusters of Current Knowledge
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
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
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
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 rafaelfranceschini. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €2,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 59063 samenvattingen verkocht
Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen