Wähle die Ordner aus, zu welchen Du "Marketing Communication" hinzufügen oder entfernen möchtest
Communications Effects Pyramid
see slide 140 in review
The GfK Purchase Funnel
Awareness -> Familarity -> Opinion/ Imagery -> Consideration -> One Make/ Model Intention -> Shopping -> Purchase
Source Attributes - Receiver Processing Modes
see slide 146 in review
Similarity: Resemblance between the source and recipient of the message
Familiarity: Knowledge of the source through repeated or prolonged exposure
Likeability: Affection for the source resulting from physical appearance, behaviour, or personal traits
Perceived Control, Perceived concern, Perceived scrutiny
Communication Message Development
see slide 151 in review
What is the Message Content ?
..the information and/or meaning contained in a message.
What is the Message Appeal
..the approach used to attract the attention of consumers and/or to shape their emotions, cognitions, and behaviors toward the product, service, or
Something that moves people,speaks to their wants and needs, and excites their interest.
Types of Message Appeals
see slide 157 in review
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
News: News announcement about the product
Popularity: Stresses the brand's popularity
Safety, Security, Fear, Love, Affection, Happiness, Joy; Nostalgia, Sentiment, Excitement, Arousal
Stimulation, Sorrow, Grief, Pride, Achievement, Accomplishment, Self-esteem, Embarrassment, Actualization, Pleasure, Ambition, Comfort
Aids attention and awareness
May aid retention of the message
Creates a positive mood and enhances persuasion
May aid name and simple copy registration
May serve as a distracter, reducing couterarguing
Does not aid persuasion in general
May harm recall and comprehension
May harm complex copy registration
Does not aid source credibility
Is not effective in bringing about sales
May wear out faster than non-humorous ads
What is the Message Structure ?
..the key message elements and their presented structure.
The ads create
It must make the product use experience
The Process of Consumer Decision Making
Decision Making Process
Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation
Motivation -> Perception -> Attitude Formation -> Integration -> Learning
Sources of Problem Recognition
Out of stock
Maslows Hierachy of Needs
Selfactualization needs (selfdevelopment and realization)
Esteem needs (self-esteem, recognition, status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
General Need Theory
Social: Modeling, Support
Nonsocial: Safety, Order, Physical well being
Social: Status, Affiliation, Belonging, Achievement
Nonsocial: Self-determination, Individuality
Social: Reinforcment, Relationship, Sex
Nonsocial: Sensory stimulation, cognitive stimulation, novelty
..exist in hierarchy
..internally or externally aroused
What is Motivation ?
..an inner state of arousal that provides energy needed to achieve a goal.
Motivation driven by...
Fundamental Drivers: Affect, Physiological Drivers
Cognitive Process: Goal Orientation, Alternative Actions
Outcomes of Motivation
High effort behavior
High-effort information processing and decision making
Objects of involvement
How Can a Firm Measure Consumers’ Involvement in a Product Category?
External Information Search
What is Perception
..the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
A conceptual framework of sensory marketing
The selective perception process
Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention
Sprachaufenthalte und Work & Travel
Lernkarten für grafische Berufe
Engagiert in den Bereichen Sport, Bildung und Wirtschaft
Beschleunige deine Karriere