This document is an extensive summary for the course Marketing Communications and contains the key points of all the articles that are in the reading list and relevant for the exam + a summary of all the lectures.
Marketing Communications
University of Amsterdam 2023/2024
Week 1
Articles
Mastering the Marketing Communications mis: micro and macro perspectives on
integrated marketing communication program (Keller, 2001)
Communication options:
Kind of adverting Options
Media advertising - Tv
- Radio
- Newspaper
- Magazines
Direct response and Interactive Advertising - Mail
- Telephone
- Broadcast media
- Print media
- Computer-related
Place advertising - Bulletins
- Billboards
- Posters
- Cinema
- Transit
Point-of-Purchase advertising - Shelf talkers
- Aisle markers
- Shopping cards ads
- In-store radio or TV
Trade promotions - Trade deals & buying allowances
- Point-of-Purchase display
allowances
- Push money
- Contests and dealer incentives
- Training programs
- Trade shows
- Cooperative advertising
Consumer promotions - Samples
- Coupons
- Premiums
- Refunds/rebates
- Contests/sweepstakes
- Bonus packs
- Price-offs
Event marketing and sponsorship - Sports
- Arts
, - Entertainment
- Fairs and festivals
- Cause-related
Publicity and public relations
Personal selling
An integrated marketing communications program involves the development,
implementation, and evaluation of marketing communication program using multiple
communication options where the design and execution of any communication option reflects
the nature and content of other communication options that also makes up the communication
program
The marketing communication tetrahedron (MCT) portrays four sets of factor that influence
marketing communication effectiveness
1. Consumer (prior knowledge, Processing goals) Who and why
2. Situation (Time & Place) when and where
3. Response (Processing, outcomes) How
4. Communication (Modality information, Brand-related information, executional
information) What
In assessing the collective impact of an IMC program, the overrising goal is to create the most
effective and efficient communication program possible. 6 relevant criteria can be identified
1. Coverage Proportion of audience that is reached by each marketing communication
option employed and how much overlap exists among communication options
2. Contribution Inherent ability of a marketing communication to create the desired
response and communication effect from consumers in the absence of exposure to any
other communication option
3. Commonality Extent to which common associations are reinforced across
communication options, i.e. the extent to which information conveyed by different
communication options share meaning
4. Complementarity extent to which different associations and linkages are
emphasized across communication options.
, 5. Robustness the extent to which a marketing communication option is robust and
works for different groups of consumers
6. Cost All criteria must weigh up to the costs
Managerial complications
- Mix of communication options: different communication options have different
strengths. A mix of options of crucial, with each playing a specific role in creating
desired communication effects or brand knowledge structures
- Enhanced effects: communication programs should be designed to enhance the
effects of individual options by creating a synergy where each option strengthens the
others, resulting in a greater impact collectively
- Cost-effectiveness: The ideal IMC program covers the target market effectively,
maintains consistency across options, and optimizes strengths to counteract
weaknesses, all while minimizing the costs
Who’s messing with my mind? The implications of dual-process models for the ethics of
advertising to children (Nairn, & Fine, 2008)
The paper asks if it is fair to advertise to children. They agree that the presence of persuasion
knowledge or cognitive defence offers a reasonable test of fairness for informative advertising
formats. However, applications of new findings from neuro-science and psychology show
that advertising techniques that use evaluative conditioning formats manipulate consumer
behavior via implicit attitude change .
Implicit persuasion: where advertising that creates positive associations can influence
implicit attitudes and behavior
Dual process attitude models distinguish explicit attitudes (self-reported, deliberated
evaluations) from implicit attitudes, which are based on automatic affective reactions
resulting from the particular associations that are activated automatically when one encounters
a relevant stimulus.
The evolving nature of advertising formats, especially targeting children, poses ethical
dilemmas.
The authors argue that for these formats (implicit attitude), the appropriate test of fairness is
the ability to resist implicit persuasion.
, The persuasion knowledge model: How people Cope with Persuasion Attempts
(Friestad, & Wright, 1994)
The persuasion knowledge model:
Persuasion knowledge consists of beliefs about the psychological events instrumental to
persuasion including:
- Perceptions
- Beliefs
- Feelings
- Desires
- Intentions
- Resolutions
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