17-1 Chapter Questions What is the role of marketing communications? How do marketing communications...

17-1

Chapter Questions

• What is the role of marketing

communications?

• How do marketing communications work?

• What are the major steps in developing

effective communications?

• What is an integrated marketing

communications program?

17-2

Setting the Communications Mix

• Type of product market

• Consumer readiness to

make a purchase

• Stage in product life

cycle

• Market rank

17-3

Effectiveness by Buyer Readiness

17-4

Communications Objectives

Category Need

Brand Awareness

Brand Attitude

Consideration Set

Purchase Intention

17-5

Consumer States for Two Brands

17-6

Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

17-7

Stimulating Personal Influence Channels

• Identify influential individuals and devote extra attention to them

• Create opinion leaders

• Use community influentials in advertising

• Develop ads with high “conversation value”

• Develop WOM referral channels

• Establish an electronic forum

• Use viral marketing

17-8

Nonpersonal Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

17-9

INVOLVEMENT

Decoding is ACTIVE

– That is, it requires EFFORT

– When will people to spend effort?

• 1. When they CARE about what you’re saying

–personal relevance

This is the concept of INVOLVEMENT

The personal relevance of the product

interest, price

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17-11

17-12

Elaboration Likelihood Model• Petty & Caccioppo

– Two questions:• Motivation to process?• Ability to process?

– When YES to both: HIGH elaboration• Central cues

–product

– When NO: LOW elaboration• Peripheral cues -

–source or ad

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17-14

17-15

Alternative Response Hierarchies

High Low

Hig

hLo

w

Pro

du

ct

diff

ere

nti

ati

on

Learning Model Low Involvement Model

Dissonance/Attribution Model

LearnFeelDo

DoFeel

Learn

Learn

Do

Feel

Involvement with Topic

17-16

Foote, Cone & Belding Grid

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

17-17

Foote, Cone & Belding Grid

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

h

Involv

em

en

t

17-18

17-19

17-20

Foote, Cone & Belding Grid

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

h

Involv

em

en

t

17-21

17-22

17-23

Foote, Cone & Belding Grid

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Low

In

volv

em

en

t

17-24

1.1. SalsaSalsa

2.2. Stamp Stamp

collectingcollecting

Ads

17-25

Foote, Cone & Belding Grid

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

In

volv

em

en

t

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17-27