Marketing Communication
Marketing Communication
Marketing Communication
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Cartes-fiches
Positioning Dimensions
Quality vs. Price
Evaluative Criteria ?
Consumption Situation ?
Product Class ?
Consumer Segment ?
Competitor ?
Cultural Symbols ?
Consumers' Evaluative Criteria
Values, Psychosocial Consequences, Functional Consequences, Attributes
Attributes
Features/characteristics of products and services, e.g.,
Technical specifications (such as the horse power of a car)
Price
Brand/make
Design variables (such as color)
Store hours
Service/sales personnel appearance and behavior
Product parts or ingredients (e.g., alcohol/sugar free beverage)
Functional Consequences
Anticipated direct and objective personal consumption outcomes, e.g.:
Drive fast
Clean laundry
Save money
Save time
Loose weight
Psychosocial Consequences
Anticipated indirect and subjective personal consumption outcomes, e.g.:
Experience excitement
Relax
Achieve
Learn
Bond (e.g. with friends or family)
Values
Enduring, centrally-held key beliefs that trigger motivation for behavior, e.g.:
Adventure
Love
Happiness
Freedom
Growth
Variety
Positioning by Consumer Segment
Lifestyle
Ethnic Background
Gender
Positioning by Cultural Symbol
Introduce Own Symbol
Utilize Existing Symbol
Marketing vs. Communications Obbjectives
Marketing Objectives
Generally stated in the firm’s
marketing plan
Achieved through the overall
marketing plan
Quantifiable, such as sales, market
share, ROI
To be accomplished in a given
period of time
Must be realistic and attainable to
be effective
vs.
Communication Objectives
Derived from the overall
marketing plan
More narrow than marketing
objectives
Based on particular
communications tasks
Designed to deliver appropriate
messages
Focused on a specific target
audience
Sales Objectives
Increased Sales
Brand Extensions
Increased Market Share
Factors Influencing Sales
Competition
Techonology
Market Communications
Price
The Economy
Distribution
Product Quality
From Awareness to Action
see slide 139 in review
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
