Marketing Communication

Introduce Own Symbol

Utilize Existing Symbol

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

Increased Sales

Brand Extensions

Increased Market Share

Competition

Techonology

Market Communications

Price

The Economy

Distribution

Product Quality

see slide 139 in review

see slide 140 in review

Awareness -> Familarity -> Opinion/ Imagery -> Consideration -> One Make/ Model Intention -> Shopping -> Purchase

see slide 146 in review

Ethical

Trustworthy

Experienced

Unbiased

Honest

Believable

Skillful

Knowledgeable

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

-> Compliance

see slide 151 in review

..the information and/or meaning contained in a message.

..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.

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

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

..the key message elements and their presented structure.

The ads create

Feelings

Meanings

Images

Beliefs

It must make the product use experience

Richer

More Exciting

Warmer

More Enjoyable

Out of stock

Dissatisfaction

New need

Related products

New products

Marketer-induced

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)

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

..are dynamic

..exist in hierarchy

..internally or externally aroused

..can conflict

Approach-Avoidance

Approach-Approach

Avoidance-Avoidance

..an inner state of arousal that provides energy needed to achieve a goal.

Fundamental Drivers: Affect, Physiological Drivers

Cognitive Process: Goal Orientation, Alternative Actions

High effort behavior

High-effort information processing and decision making

Motivated reasoning

Felt involvement

Enduring

Situational

Cognitive

Affective

Response

Product categories

Experiences

Brands

Ads

Medium

Particular show/article

with scales

Personal sources

Marketer-controlled

Public

Personal experience

..the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

see slide

Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention

Inept set

Inert set

Consideration set

Attributes

Functional consequences

Psychosocial consequences

Values

Increase belief rating

Increase weight importance

Adding new attribute

Change belief ratings for competing brand(s)

..the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.

Functional

Financial

Temporal

Physical

Psychological

Social

Sensory

Lack of information

Newness

High price

Social norms and conventions

Complex technology