Information Processing: Part II MKT 750 Professor West

Agenda Finish up our discussion of IP model Discuss memory and how marketers can be assured that their message is encoded and remembered Meet with teams to discuss projects Review past projects

Helping Consumers Remember Forgetting implies foregone sales Have you checked your smoke detector battery lately? How old is your toothbrush? When did you last change your air filter? Speeding product replacement can have direct effect on a firm’s bottom line.

Food for Thought Develop a plan to speed up the replacement cycle for: Energizer batteries in smoke detectors Colgate toothbrushes E-Z Flow air filters for your air conditioner Support your recommendations using what we know about information processing and memory

Evaluating an Communications Campaign

Marketing Communication Vehicles Customized Salesperson Web Database Telemarketing Direct Mail Media Radio Catalogs Newspapers Magazines Infomercials Television Mass Broadcast/ Two-way w/ Instantaneous One-Way Time Lag Interaction

Nontraditional Marketing Product Placement BMW Z3 Roadster Event Sponsorship Red Bull Atmospherics Starbucks Grassroots Orkin Pest Control

Marketing Communications Goals/Objectives:Outcomes: Affect behaviorIncrease Sales Start with your customer/prospectCreate Value Use any and all forms of contact to get your message across Achieve Ubiquity Achieve synergyEnhance efficiency Build relationshipsROI

6 Key Steps For Success Market Identify your target audience Understand perceptions and key benefits sought Consider the buying decision process Mission Set goals: sales, profit, share Message Develop compelling content

6 Key Steps For Success Media Evaluate a full spectrum of channels & vehicles Money Establish a budget suited to your goals Measurement Test integration (not isolation) Monitor effects

Evaluating an Advertising Campaign Who is the target market and how will they respond? How involved is the consumer? What is the nature of the purchase? Functional/Utilitarian vs Feeling/Hedonic First-time purchase vs Repeat purchase FCB Grid

Evaluating an Advertising Campaign What is the objective of the campaign? AIDA & Hierarchy of Effects Persuasion/Changing Attitudes What are indicators of success or failure?

Evaluating an Advertising Campaign Were the right tactical decisions made? Does the medium fit the message? Involvement and interactivity Affect How well is the vehicle suited to the target market? Will the target respond favorably to the source? Is the source credible, likeable, attractive, familiar?

Evaluating an Advertising Campaign Were the right tactical decisions made? What are the strengths and weaknesses of the ad execution that will facilitate: Gaining attention? Comprehension? Acceptance of the message? Retention?

Evaluating an Advertising Campaign Stages of Information Processing: Tactical Decisions: Exposure AttentionComprehension YieldingRetention Channel/ Medium TV Magazine Increase Reduce Increase Reduce (L I) Increase (H I) Source: Attractive Credible Familiar Increase Reduce Increase

Evaluating an Advertising Campaign Stages of Information Processing: Tactical Decisions: Exposure AttentionComprehension YieldingRetention Vehicle SuperbowlIncrease Message Execution Humor Emotional Fear Appeal Comparative Two-sided Increase Reduce Increase Distraction Depends

Testing your skills…

Assignment Launching the BMW Z3 case is due on Tuesday Be sure to read the IMC note