Marketing Communication-2.1 - MarCom theories
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Transcript of Marketing Communication-2.1 - MarCom theories
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MarketingCommunication
Marketing Communication TheoriesPart TWO out of Four (2.1)
Danny AbramovichMarketing Plan Specialist
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Course Introduction, Main Topics
Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
üü
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2. MarCom 4 Introduction
Information
Human Communication
Communication-Mix--- or ---
Marketing Communication= MarCom!
0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC
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2. MarCom 4 Definition
MarCom is . . .
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2. MarCom 4 Goals
– Provide information.– Manage demand and sales.– Communicate unique selling points– Enhance positioning.– Build brand equity.– Influence attitudes and behavior.– Increase market share!
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2. MarCom 4 Theoretical Background
BASIC ASSUMPTION:Consumers move through a step by step process as they receive marketing information and move toward a decision. This is called: Hierarchy of Effects!
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2. MarCom 4 Hierarchy of Effects!
Awareness levels that customers mustgo THRU: unawareness
awarenesscomprehension
convictionaction
(Burnett and Moriarty, 1998)
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2. MarCom 4 Hierarchy of Effects!
Hierarchy of Effects Model
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2. MarCom 4 Response Models
BehaviorTrialAdoption
PurchaseActionBehavioral
YieldingRetention
EvaluationLinkingPreferenceConviction
InterestDesire
Affective
PresentationAttention
AwarenessInterest
AwarenessKnowledge
AttentionCognitive
Information processing
Innovation adoption
Hierarchy of effects
AIDA(1925)
Model
Stages
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2. MarCom 4 DAGMAR - model#4
DAGMAR - Defining Advertising Goals for Measured Advertising ResultsThe basic hierarchy of effects model is AIDAdeveloped by E. K. Strong (1925).Many variations have been made on this original model, including Colley's DAGMARmodel with a sequence as follows: awareness, comprehension, conviction, and action.
(Colley, 1961)
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2. MarCom 4 IPM - model#5
(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An Information Processing Model of Advertising Effectiveness," Behavioral and Management Sciences in Marketing , Davis and A.J. Silk, 1978.)
Information Processing Model (IPM)of Advertising Effectiveness: 6 Steps
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2. MarCom 4 IPM - model#5
Information Processing Model (IPM)of Advertising Effectiveness: 8 Steps
1. Exposure
2. Perception
3. Comprehension
4. Agreement
5. Retention
6. Retrieval
7. Decision-making
8. Action
(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An Information Processing Model of Advertising Effectiveness," Behavioral and Management Sciences in Marketing , Davis and A.J. Silk, 1978.)
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2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)A s s u m p t i o n s :People are overloaded with persuasive messages.
It is impossible to evaluate every message.
People process messages in two main ways:ü Central - elaborated (major decisions).ü Peripheral - not elaborated (minor decisions).
(Petty & Cacioppo, 1986)
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2. MarCom 4 ELM - model#6
People process messages in two main ways:ü Central - elaborated (major decisions).
not elaborated (minor -Peripheralüdecisions).
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2. MarCom 4 ELM - model#6
People process messages in two main ways:ü Central - elaborated (major decisions).
not elaborated (minor -Peripheralüdecisions).
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2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)Peripheral Processing:Driven more by “who” rather than “what”.
Explains learning & attribution theories.
Tends to produce less permanent impact:ü Short-term.ü Lower-level of commitment.
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2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)Practical Outcome:Determine which route the audiences aretaking to process a message.Select a strategy based on that route.Develop tactics based on strategy:
Central route – more logical arguments, evidence-based.Peripheral route – use learning & attribution theories.
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2. MarCom 4 Supporting Model - a
Push/ Pull Communications
PUSH-Through CommunicationsActivities targeting channel intermediaries tomotivate resellers to become more aggressivein customer communications.The overall objective is to increase resellersupport and market coverage.
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2. MarCom 4 Supporting Model - a
PUSH-Through CommunicationsØCooperative advertising dealsØCollaterals, catalogs, manualsØDealer premiums, prizes, giftsØAdvertising materials, mats, insertsØPoint of sale displays, racks, standsØTrade shows, conventions, meetings
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2. MarCom 4 Supporting Model - a
Push/ Pull Communications
PULL-Through CommunicationsActivities used by manufacturers and suppliers to target final customers and to create customer demand (pull). The objective is to move goods and services forward in the distribution channels by pre-selling final customers.
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2. MarCom 4 Supporting Model - a
PULL-Through CommunicationsØCoupons ØPrice-off dealsØRefunds/rebatesØSampling, free trialØFrequency/loyalty programsØPoint-of-purchase advertising
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2. MarCom 4 Supporting Model - b
FCB Grid – Working in Foote,Cone & Belding (FCB) advertisingagency, Richard Vaughn has incorporateda model that allows to understand people’sattitude toward advertising (1980).It is based on two dimensions:
1. Level of Involvement.2. Thinking/ Feeling-related products.
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2. MarCom 4 Supporting Model - bproducts
Level of Involvement> FCB Grid
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2. MarCom 4 Supporting Model - b
The
Thinker
The
Reactor
The
Feeler
The
Doer
productsLevel of Involvement> FCB Grid
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2. MarCom 4 Supporting Model - b
The
ThinkerL-F-D
TheReactorD-F-L
TheFeelerF-L-D
TheDoer
D-L-F
Learn=information
Feel=attitude
Do=behavior
productsLevel of Involvement> FCB Grid
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2. MarCom 4 Supporting Model - b
Learn=information
Feel=attitude
Do=behavior
productsLevel of Involvement> FCB Grid
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2. MarCom 4 Supporting Model - b
BeerD-F-L
DetergentD-L-F
products
Learn=information
Feel=attitude
Do=behavior
Level of Involvement> FCB Grid
PerfumeF-L-D
Life insuranceL-F-D
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2. MarCom 4 Supporting Model - b
Learn=information
Feel=attitude
Do=behavior
productsLevel of Involvement> FCB Grid
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2. MarCom 4 Supporting Model - b
BeerD-F-L
products
Learn=information
Feel=attitude
Do=behavior
Level of Involvement> FCB Grid
PerfumeF-L-D
Life insuranceL-F-D
DetergentD-L-F
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2. MarCom 4 Persuasion Matrix
BehaviorTrialAdoption
PurchaseActionBehavioral
YieldingRetention
EvaluationLinkingPreferenceConviction
InterestDesire
Affective
PresentationAttention
Comprehension
AwarenessInterest
AwarenessKnowledge
AttentionCognitive
Information processing
Innovation adoption
Hierarchy of effects
AIDA(1925)
Model
StagesPersuasion
Matrix
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2. MarCom4Promotional Planning1. Receiver/ comprehension
Can the receiver comprehend the ad?
2. Channel/ presentationWhich media will increase presentation?
3. Message/ yieldingWhat type of message will create favorable attitude?
4. Source/ attentionWho will be effective in getting consumers’ attention?
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Independent variables: The Communications Components
Source Message Channel Receiver Destination
4
3
2
1
Messagepresentation
Attention
Comprehension
Yielding
Retention
Behavior
DependentVariables
2. MarCom 4 Persuasion Matrix
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2. MarCom4 Message RecallR
ecal
l
Beginning Middle End
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Selected Types of Message Appeals:
4Emotional vs. Rational:ü Sex üMetaphorsü Humor ü Rationalü Fear ü Emotional
2. MarCom4 Message AppealAttitudes and
Attitude change
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ü Sex
2. MarCom4 Message Appeal
• Subliminal techniques.• Sex increases attention.• Brand recall is lower.• May interfere message.
Attitudes and
Attitude change
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ü Sex
ü Humor
2. MarCom4 Message Appeal
• Used in 30% of all ads.• Score á in recall tests.
Attitudes and
Attitude change
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ü Sexü Humor
ü Fear
2. MarCom4 Message Appeal
• Solutions to anxiety.• “If-than approach”.•á fear can backfire.
Attitudes and
Attitude change
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ü Sexü Humorü Fear
üMetaphors
2. MarCom4 Message Appeal
When aword orphraseis applied to something it does not literally resemblein order to emphasize particular qualities.
Attitudes and
Attitude change
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ü Sexü Humorü FearüMetaphors
ü Rational
2. MarCom4 Message Appeal
• Suites for:- Printed media,- B2B advertisers,- á involvement products.
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ü Sexü Humorü FearüMetaphors
ü Rational
• Suites for:- Printed media,- á involvement products.
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ü Sexü Humorü FearüMetaphorsü Rational
ü Emotional
2. MarCom4 Message Appeal
This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals.
Attitudes and
Attitude change
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ü Sexü Humorü FearüMetaphorsü Rationalü Emotional
üComparative
2. MarCom4 Message Appeal
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ü Sexü Humorü FearüMetaphorsü Rationalü Emotional
üComparative
2. MarCom4 Message Appeal
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2. MarCom4 Effects (example)
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
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2. MarCom; Theory & Planning
Next Issue: MarCom Elements
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MarketingCommunication
Marketing Communication TheoriesPart TWO out of Four (2.1)
Danny AbramovichMarketing Plan Specialist
Chapter 2
marketing
communication,
cont. (2.2)