17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective.

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Presentation transcript:

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

5 Information search Consumer gathers information related to their desired state Internal search –the consumer’s memory is the main source of information External search – the consumer collects new information Marketing-controlled Non-marketing-controlled

6 Evaluation of alternatives Search yields a group of brands Brands that a consumer would consider buying are known as the evoked set (the most preferred alternatives) All Brands Known Brands Unknown Brands Overlooked Brands Unacceptable Brands Acceptable Brands Evoked Set Rejected Brands Purchased Brand

17-7 Consumer States for Two Brands

17-8 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

17-9 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

17-10 Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

17-11 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

17-12

17-13

17-14 Alternative Response Hierarchies HighLow High Low Product differentiation Learning ModelLow Involvement Model Dissonance/ Attribution Model Learn Feel Do Feel Learn Do Feel Involvement with Topic

17-15 Foote, Cone & Belding Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

17-16 Foote, Cone & Belding Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement

17-17

17-18

17-19 Foote, Cone & Belding Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement

17-20

17-21

17-22 Foote, Cone & Belding Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

Salsa 2. Stamp collecting Ads

17-24 Foote, Cone & Belding Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

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17-26

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