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 Consumer States for Two Brands 17-5 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task 17-6 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 17-7 Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations 17-8 INVOLVEMENT Decoding is ACTIVE – That is, it requires EFFORT – When will 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 17-9 17-10 17-11 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 17-12 17-13 17-14 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 17-15 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 17-16 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 17-17 17-18 17-19 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 17-20 17-21 17-22 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 17-23 Ads 1. Salsa 2. Stamp collecting 17-24 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 17-25 17-26 17-27