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  2.  
  3. Tilburg University (UVT)
  4.  
  5. Marketing Communications

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Marketing Communication Summary 2020
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This summary contains all information of the 7 modules of Marketing Communication. Applicable for the Marketing Management program at TiSEM 2020 (Tilburg University). As preparation for the exam in Spring 2020.

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  • 12 oktober 2020
  • 24
  • 2019/2020
  • Samenvatting

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Voorbeeld van de inhoud

v

,INHOUD
Lecture 1 – 28 January 2020......................................................................................................................................................... 3

Topic: Introduction................................................................................................................................................................... 3

Lecture 2 – 29 january 2020......................................................................................................................................................... 4

Topic: Attention........................................................................................................................................................................ 4

Lecture 3 – 5 february 2020......................................................................................................................................................... 8

Topic: Persuasion and pre-suasion........................................................................................................................................... 8

Lecture 4 – 6 February 2020....................................................................................................................................................... 13

Topic: Affective Persuasion.................................................................................................................................................... 13

Lecture 5 – 12 February 2020..................................................................................................................................................... 16

Topic: Consumer Inferences................................................................................................................................................... 16

Lecture 6 – 13 February 2020..................................................................................................................................................... 19

Topic: Social nudges and social influence............................................................................................................................... 19

Lecture 7 – 19 February 2020..................................................................................................................................................... 21

Topic: Issues in Media Planning.............................................................................................................................................. 21

, LECTURE 1 – 28 JANUARY 2020
General information
Part I: Lectures & Guest Lectures Weeks 1-4 (How communication and persuasion works) = Open essay questions 60%
Part II: Self-Study (book) Weeks 1-4 (Integrated Marketing Communication Plan) = Multiple choice 40%
Part III: Presentations Weeks 5-6: full time preparation (+ office hours) + Week 7: final presentation 40%

Topic: Introduction
 Relationship between Marketing Communication and Marketing Management




The Marketing Communication course is a course that provides a
framework about how to persuade consumers via various
communication channels/platforms, including off- and online tools.




 The Integrated Marketing Communication Plan Understanding the communication and persuasion process


L2: Breaking through
advertising clutter



L5: Consumer inferences


L3+4: Persuasion
L6: Social influence



 Information processing and communication objectives

, LECTURE 2 – 29 JANUARY
2020
Topic: Attention
 What is attention? more attention = more cognitive capacity = more comprehension = more elaboration

Attention is (i) limited, (ii) selective, (iii) voluntary / involuntary, (iv) a precondition for further processing


o Levels of processing / involvement (Greenwald: Audience involvement in advertising: Four levels)
- pre-attention: little or no capacity required (automatic processing) - comprehension: modest levels of capacity required
- focal attention: little capacity required - elaboration: substantial levels of capacity required




 How campaigns can stand out
1. Trying to allocate enough resources to our stimulus
1. Increase attention (attention effect)
 making it important to people
- Involuntary attention
2. Memory effect: trying to increase the ease of
- Voluntary attention
processing  therefore no need for a lot of cognitive
2. Increase ease of processing (memory effect) resources, people won’t become overloaded


o Four principles that help to increase involuntary attention – Communication cues can increase automatic orienting response:
Bottom up: from sensory perceptions, from the concrete features, you start processing
Top down: based on what we know, our goals, you decide to allocate more resources - Oftentimes unconscious and unintended.
1. Saliency: salient, original, and novel stimuli - Another name: ‘’attractors’’
2. Horizontal centrality: centrally located stimuli - Associated with bottom-up processing
3. Primacy: stimuli presented first
4. Picture superiority: pictures


1. Saliency (salient stimuli): These stimuli:
- perceptually prominent (size, colour, contrast) - stick out and are hard to ignore
- novel, unexpected, and original stimuli - lead to mild psychological arousal
- stimuli related to life and death - result in focal attention to the source of stimulation
Arousal explains the relationship between saliency, focal attention and elaboration
 Yerkes-Dodson law
2. Horizontal centrality
Stimuli in the center 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. To what elements do consumers pay

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