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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|
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
