Presentation Transcript
Marketing Communication :Marketing Communication
Agenda :Agenda the communication process
communication and consumers
integrated marketing communication
marketing communication strategies
public policy issues
Communication :Communication source is the marketer or public policy maker
receiver is the consumer
message is the content
medium is the channel used to convey the content
consumers talk too: feedback
noise disrupts the communication
Consumer response to communication :Consumer response to communication two perspectives
hierarchy of effects
brand experience
complementary perspectives
Hierarchy of effects :Hierarchy of effects seven steps
unawareness, awareness, knowledge, liking, preference, conviction, and purchase
reflect the cognitive, affective, and conative components
Hierarchy of effects :Hierarchy of effects as we discussed, purchase is more complex than this
components don’t always occur in this order
but recognize that the steps occur
and consumers use behavioral processes to complete the purchase process
Brand experience :Brand experience purchase processes are complicated and complex
different paths through the process
consumers exposed to many messages
messages should be integrated
so consumers can use information to think, feel, act
in whatever order is appropriate
Integrated marketing communications :Integrated marketing communications advertising
television, radio, magazines, newspapers, place-based
direct response
mail, telemarketing, catalogs, direct selling, home shopping, on-line
publicity
television, magazine, newspapers
personal selling
Marketing communication strategies :Marketing communication strategies message strategy
information content
creative form
media strategy
medium used
aperture
Message strategy :Message strategy information content
appropriate for stage in purchase process
depth of information must be suitable
for level of involvement
for level of cognitive effort
creative strategy
informational, rational
emotional, transformational
Types of messages :Types of messages factual
comparative
celebrity
fear
sex
humor
Message content or creativity? :Message content or creativity? elaboration likelihood model
central route emphasizes content
higher involvement
significant cognitive effort
peripheral route emphasizes creativity
lower involvement
less cognitive activity
Media strategy :Media strategy message through the right medium at the right time
medium used
must support message strategy
integrated media
aperture
must deliver at appropriate time in purchase process
interactive media to allow consumer to solicit information at preferred time
Public policy issues :Public policy issues fairness
perception and learning and deceptive advertising
equity
background characteristics