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?
17-1
Setting the Communications Mix
• Type of product market
• Consumer readiness to
make a purchase
• Stage in product life
cycle
• Market rank
17-2
Effectiveness by Buyer Readiness
17-3
Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Consideration Set
Purchase Intention
17-4
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
•Non-marketing-controlled
5
•Marketing-controlled
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)
•
•
•Evoked
Set
•Acceptable
Brands
•Purchased
Brand
Known
Brands
All
Brands
• Unknown
Brands
•Unacceptable
Brands
•Overlooked
Brands
• Rejected
Brands
6
Consumer States for Two Brands
17-7
Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
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
17-9
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
17-10
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
17-11
17-12
17-13
Alternative Response Hierarchies
Involvement with Topic
High
Low
High
Learn
Feel
Do
Dissonance/
Attribution Model
Low
Product
differentiation
Learning Model
Do
Feel
Learn
Low Involvement
Model
Learn
Do
Feel
17-14
Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
17-15
Foote, Cone & Belding Grid
Thinking
1
Informative
High
Involvement
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
17-16
17-17
17-18
Foote, Cone & Belding Grid
Feeling
2
Affective
High
Involvement
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)
Possible implications
Test:
Media:
Creative:
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
17-19
17-20
17-21
Foote, Cone & Belding Grid
Thinking
3
Habit formation
Low
Involvement
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Media:
Creative:
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
17-22
Ads
1. Salsa
2. Stamp
collecting
17-23
Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
Sales
Billboards
Newspapers
Point of Sale
Attention
17-24
17-25
17-26