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Main Ideas -- First Reading Assignment

Main Ideas -- First Reading Assignment. Sender. Receiver. medium. Communication Model. NOISE. De- code. En- code. Feedback. IMC. “Promotion” in the 4 Ps 5 elements Advertising Sales promotion Personal Selling Public Relations Direct Marketing What about Online Marketing?.

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Main Ideas -- First Reading Assignment

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  1. Main Ideas -- First Reading Assignment

  2. Sender Receiver medium Communication Model NOISE De- code En- code Feedback

  3. IMC • “Promotion” in the 4 Ps • 5 elements • Advertising • Sales promotion • Personal Selling • Public Relations • Direct Marketing • What about Online Marketing?

  4. Actors in communications of the firm Executivemgt Corporatecomm. Customers Marketing Customers’friends Media Agency Editorial Advertising Account exec & mgr Creatives Media planners and buyers Principals Product or market manager

  5. Customer decision process ProblemRecognition InformationSearch AlternativeEvaluation Choice andPurchase Post-purchaseExperience

  6. Some key ideas in the Consumer Decision Process • Involvement – Importance • What are the effects of low and high involvement? • Evoked set – alternatives that come to mind • But not all make it to the consideration set • In high involvement, the evoked set can be altered

  7. Three Factors of Attitude Conative- Disposition To Acting Cognitive- Thinking Affective- Feeling

  8. Low- Involvement Hierarchy I Low- Involvement Hierarchy II Learning Hierarchy Emotional Hierarchy Thinking Feeling Action Action Feeling Action Feeling Thinking Action Thinking Thinking Feeling Forms of Attitude Acquisition

  9. Elaboration Likelihood Model of Persuasion • Elaboration likelihood based on • Motivation to process info • Ability to process info • If High motivation and High ability to process => • Central route to persuasion (attitude change) • If Low motivation or Low ability to process => • Peripheral route to persuasion (attitude change)

  10. Some important elements of the Consumer Environment • Family Life Cycle – households have differing needs as families are formed, grow, and disperse • Life-changing events • The occasions often require significant purchases • Buying behavior is changed afterward • Examples: wedding, new baby, graduation, first house • Sometimes the events are societal, e.g., 9/11, economic boom or bust, natural disaster, etc.

  11. Response Stages Cognitive Affective Conative AIDA Attention Interest Desire Action Response Hierarchies Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase

  12. Means – End Theory • Customer sees a chain of connections from product attributes to a desired end-state product attributes -> benefits -> end state • Leverage points: communications elements that make the connections • End-state is value-driven

  13. Types of Appeals • Fear • Humor • Sex • Music • Rationality • Emotion • Scarcity

  14. Evaluation – Ch. 16 • Evaluation – two big questions? • Did we reach our objectives? • Why or why not? • Two kinds of evaluations • Message evaluations • Evaluation of respondent behaviors

  15. Foote, Cone & Belding Grid

  16. Designing Ads MessageStrategy Type ofAppeal ExecutionalFramework • Cognitive • Affective • Conative • Brand Image • Fear • Humor • Sex • Music • Rationality • Emotion • Scarcity • Animation • Slice-of-life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative

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