This summary of Marketing Communications includes all notes from lectures as well as input from the interactive lectures which can be used as best practice examples. All these slides from the lectures with the notes form an extensive summary including many practical examples from the interactive le...
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Summary Marketing Communication:
Marketing Communication Lecture 1:
What is attention:
Attention is …
- Limited
- Selective
- Voluntary or involuntary
- A precondition for further processing
More attention = more cognitive capacity = more comprehension = more elaboration
Levels of processing /involvement:
- Pre-attention= little or no capacity required (automatic processing)
- Focal attention= little capacity required
- Comprehension= modest level of capacity required
- Elaboration= substantial levels of capacity required
,How campaigns can stand out: Attracting Attention
Increasing – Involuntary attention:
- Various communication cues can increase an automatic orienting response
o Salient, original, and novel stimuli (1. Saliency)
o Centrally located stimuli (2. Horizontal Centrality)
o Stimuli presented first (3. Primacy)
o Pictures (4. Picture Superiority)
- Oftentimes unconscious and unintended
- “Attractors”
- Associated with bottom-up processing= when a consumer tries to process info, he
starts from the simple concrete steps what he sees, smells, hears, feels. Goes from
the pure objective facts to form an opinion.
- Top-down processing= use what we already know to form opinions, your knowledge
scheme is already quite elaborate.
1. Saliency:
Salient stimuli:
- Perceptually prominent (size, colour, contrast, …)
- Novel, unexpected, and original stimuli
- Stimuli related to life and death
These stimuli:
- Stick out and are hard to ignore
- Lead to mild psychological arousal
- Result in focal attention to the source of stimulation
,2. Horizontal Centrality:
Stimuli in the centre receive more attention (and are more likely to be chosen)
3. Primacy:
Consumers are more attentive to items that are presented first in a list
4. Picture Superiority:
Pictorial information receives more information than textual information
To what elements do consumers pay most attention?
- Pictures: attract attention, regardless of size
- Text: the bigger the text, the more attention
- Brand: the biggen the brand name, the more attention
, Increasing – Voluntary attention:
- How to increase voluntary attention?
o Increase self-relevance
▪ Personal interest avoids inattentional blindness
▪ Self-referencing
▪ Proximity
▪ …
o Curiosity
▪ Unfinished ads
▪ Mysterious ads
▪ …
- Oftentimes conscious and intended
- “Magnetizers”
- Associated with top-down processing= use what we already know to form opinions,
your knowledge scheme is already quite elaborate. Asses the info based on what I
already know with knowledge schemas.
1. Personal Interest and Inattentional Blindness:
- Consumers allocate more attention to information that is consistent with their goals
- Information that is not relevant, is often ignored, and will lead to inattentional
blindness
- Implications for SEA and SEO
o Organic results generate more attention and traffic because they are
immediately relevant
o Sponsored results often suffer from inattentional blindness
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