Managing Mass Communications

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Presentation transcript:

Managing Mass Communications MARKETING MANAGEMENT Managing Mass Communications

Managing Mass Communications Chapter Questions How should the budget be set? What are appropriate advertising goals? How should advertisements be designed? © Copyright 2008 Pearson Education Canada

Budget Options Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

Setting Advertising Goals

The Communication Effects “Pyramid” Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Behavioral Affective Cognitive

Deciding on the Advertising Budget Product life cycle stage Market share and consumer base Competition and clutter Advertising frequency Product substitutability © Copyright 2008 Pearson Education Canada

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising © Copyright 2008 Pearson Education Canada

Elaboration Likelihood Model Petty & Caccioppo Two questions: Motivation to process? Ability to process? When YES to both: HIGH elaboration Central cues When NO: LOW elaboration Peripheral cues

High Involvement Response Models © Copyright 2008 Pearson Education Canada

Alternative Response Hierarchies Lower Involvement Topics Do Feel Learn Dissonance/ Attribution Model Learn Do Feel Low Involvement Model

Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

Foote, Cone & Belding Grid Thinking 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration High Involvement

Foote, Cone & Belding Grid Feeling 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact High Involvement

Foote, Cone & Belding Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

Ads CDs Stamp collecting

Foote, Cone & Belding Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement