Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What.

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Presentation transcript:

Copyright © 2006 Pearson Education Canada 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?

Copyright © 2006 Pearson Education Canada 17-2 Setting the Communications Mix Type of product market Consumer readiness to make a purchase Stage in product life cycle Market rank

Copyright © 2006 Pearson Education Canada 17-3 Effectiveness by Buyer Readiness

Copyright © 2006 Pearson Education Canada 17-4 Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention

Copyright © 2006 Pearson Education Canada 17-5 Consumer States for Two Brands

Copyright © 2006 Pearson Education Canada 17-6 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

Copyright © 2006 Pearson Education Canada 17-7 Personal Communications Channels Advocate channels Expert channels Social channels

Copyright © 2006 Pearson Education Canada 17-8 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

Copyright © 2006 Pearson Education Canada 17-9 Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

Copyright © 2006 Pearson Education Canada Coordinating Media to Build Brand Equity Brand Signature Media Interactions Ad Retrieval Cues

Copyright © 2006 Pearson Education Canada INVOLVEMENT Decoding is ACTIVE –That is, it requires EFFORT –When can you expect 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

Copyright © 2006 Pearson Education Canada 17-12

Copyright © 2006 Pearson Education Canada 17-13

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 17-15

Copyright © 2006 Pearson Education Canada 17-16

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 17-20

Copyright © 2006 Pearson Education Canada 17-21

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 17-23

Copyright © 2006 Pearson Education Canada 17-24

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada Salsa 2. Stamp collecting Ads

Copyright © 2006 Pearson Education Canada 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

Copyright © 2006 Pearson Education Canada 17-28

Copyright © 2006 Pearson Education Canada 17-29

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