16-1 Managing Mass Communications Chapter Questions How should the budget be set? What are appropriate advertising goals? How should advertisements be.

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Presentation transcript:

16-1 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

17-2 Budget Options Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

17-3 Setting Advertising Goals

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

16-5 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

16-6 Advertising Objectives Informative advertising Reminder advertising Reinforcement advertising Persuasive advertising © Copyright 2008 Pearson Education Canada

15-7 Response Hierarchy Models © Copyright 2008 Pearson Education Canada

17-8 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

17-9

17-10

17-11 Alternative Response Hierarchies HighLow High Low Product differentiation Learning ModelLow Involvement Model Dissonance/ Attribution Model Learn Feel Do Feel Learn Do Feel Involvement with Topic

17-12 Foote, Cone & Belding Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

17-13 Foote, Cone & Belding Grid 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 Thinking High Involvement

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17-16 Foote, Cone & Belding Grid 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 Feeling High Involvement

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17-19 Foote, Cone & Belding Grid 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 Thinking Low Involvement

Salsa 2. Stamp collecting Ads

17-21 Foote, Cone & Belding Grid 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 Feeling Low Involvement

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