Marketing Communication
Marketing Communication
Marketing Communication
Fichier Détails
| Cartes-fiches | 91 |
|---|---|
| Langue | English |
| Catégorie | Gestion d'entreprise |
| Niveau | École primaire |
| Crée / Actualisé | 06.12.2012 / 17.03.2015 |
| Lien de web |
https://card2brain.ch/box/marketing_communication
|
| Intégrer |
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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
Source Credibility
Ethical
Trustworthy
Experienced
Unbiased
Honest
Believable
Skillful
Knowledgeable
Source Attractiveness
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
Source Power
Perceived Control, Perceived concern, Perceived scrutiny
-> Compliance
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
cause.
Something that moves people,speaks to their wants and needs, and excites their interest.
Types of Message Appeals
see slide 157 in review
Rational Appeals
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
Emotional Appeals
Safety, Security, Fear, Love, Affection, Happiness, Joy; Nostalgia, Sentiment, Excitement, Arousal
Stimulation, Sorrow, Grief, Pride, Achievement, Accomplishment, Self-esteem, Embarrassment, Actualization, Pleasure, Ambition, Comfort
Humor Appeal
Pros:
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
Cons:
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.
Transformational Ads
The ads create
Feelings
Meanings
Images
Beliefs
It must make the product use experience
Richer
More Exciting
Warmer
More Enjoyable
The Process of Consumer Decision Making
Decision Making Process
Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation
Psychological Mechanisms
Motivation -> Perception -> Attitude Formation -> Integration -> Learning
Sources of Problem Recognition
Out of stock
Dissatisfaction
New need
Related products
New products
Marketer-induced
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
Functional
Social: Modeling, Support
Nonsocial: Safety, Order, Physical well being
Symbolic
Social: Status, Affiliation, Belonging, Achievement
Nonsocial: Self-determination, Individuality
Hedonic
Social: Reinforcment, Relationship, Sex
Nonsocial: Sensory stimulation, cognitive stimulation, novelty
Cosumer Needs...
..are dynamic
..exist in hierarchy
..internally or externally aroused
..can conflict
Approach-Avoidance
Approach-Approach
Avoidance-Avoidance
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
Motivated reasoning
Felt involvement
Enduring
Situational
Cognitive
Affective
Response
Objects of involvement
Product categories
Experiences
Brands
Ads
Medium
Particular show/article
How Can a Firm Measure Consumers’ Involvement in a Product Category?
with scales
External Information Search
Personal sources
Marketer-controlled
Public
Personal experience
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
see slide
The selective perception process
Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention
Brand consideration
Inept set
Inert set
Consideration set
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