 Primary objective: ◦ Behavior change  Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Slides:

Advertisements

Similar presentations

Attitudes, Intentions, and Behavior II MKT 750 Dr. West.

Advertisements

The Foote, Cone, and Belding Grid. Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge)

17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective.

The Communication Process 5 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Communications Process. Models of the Response Process.

Articulating the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message.

Establishing Objectives and Budgeting for the Promotional Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Chapter 7 Establishing Objectives and Budgeting for the Promotional Program.

William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin

Advertising Programs. Effects of Advertising Programs ¶ Cognitive stageExposure to message Message recall Awareness of product Knowledge of product attributes.

Decision Making MKT 846 Professor West. Agenda Looking back… What clues can our “information processing model” provide? Evaluating Ad Effectiveness The.

Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise.

Managing Mass Communications

Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory.

Chapter 7 - Persuasion Part 1: Feb 28, Persuasion and its paths Persuasion is process of changing an attitude, belief, or behavior Effective v ineffective.

The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Consumer Behavior Review

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

17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective.

Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What.

Strategy and Branding: Putting a Face on a Product Chapter 2 © 2013 SAGE Publications, Inc.

Communication If the truth isn’t tellable, fix it so it is. –John E. Powers If the truth isn’t tellable, fix it so it is. –John E. Powers.

5-1 MARKETING MANAGEMENT Analyzing Consumer Markets.

Chapter 4 The communication process

Elaboration Likelihood Model of Persuasion

5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Part 2: Planning and Strategy Chapter 4

Communication and Consumer Behavior

A road map for the creative team

Advertising Campaign Themes “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy.

What’s Happening?

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 05 The Communication Process.

Creative Brief 1. Problem (that advertising will resolve) 2. Target Audience and Behavioral Objectives 3. Communications Objectives 4. Positioning Statement.

The Communications Process

3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations McGraw-Hill/Irwin © 2004 The McGraw-Hill.

The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

The Communications Process. Attractive sources are appropriate for image- related products.

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 5 The Communication Process.

10-1 SOCIAL MARKETING Promotion The Communication Process © Copyright 2008 Pearson Education Canada.

Attitudes, Intentions, and Behavior II

A Road Map for the Creative Team. 1. Insights about the target audience 2. Insights about how the target interacts with your brand 3. What you want your.

Chapter 6 How Advertising Works.

Outline The impact of advertising How advertising communication works Message reception and response How brands work Chapter 6 How Advertising Works.

7 Creative Tactics Decisions. © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To identify three key decisions for creative tactics: execution style,

Chapter 2 Consumer Behavior.

Creative Brief 1. Problem (that advertising will resolve)

Elaboration Likelihood Model Developed by Petty & Cacioppo.

Advertising Case Study – Suzuki Samurai How Advertising Works ? Research Streams.

Consumer Markets and Consumer Buyer Behavior Chapter 5.

Advertising and Consumer behaviour

IMC Planning & Evaluation MKT 846 Professor West.

ADVERTISING: Communication Response Models and Involvement.

The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Consumer Markets and Consumer Buyer Behavior

The Communication Process

Consumer Markets and Consumer Buyer Behavior

ATTITUDE FORMATION AND CHANGE

Topic 2 The theoretical background to advertising

Communication Models and Advertising Research

Chapter 6 How Advertising Works

Social Thinking Attributions Attitudes Attitudes Affect Actions

Modely hierarchie účinků

Communication Models and Advertising Research

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Communication Models and Advertising Research

Presentation transcript:

 Primary objective: ◦ Behavior change  Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

 Possible sub- or process objectives:  Knowledge objectives ◦ Facts, Statistics, other information ◦ Helpful and motivating  Belief objectives ◦ Attitudes, Opinions or Values ◦ Encourages change

 Best: ◦ Quantifiable ◦ Measureable ◦ Related to campaign focus  Establish a level ◦ An actual behavior or amount of change  Process ◦ Knowledge, Awareness, Beliefs, Intentions

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

16 -6 Advertising Objectives Informative advertising Reminder advertising Reinforcement advertising Persuasive advertising

17-7  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 -8

17-9

15-10 © Copyright 2008 Pearson Education Canada

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

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

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

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

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

Ad Examples 1.CDs 2. Stamp collecting

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