MKT Phillips Marketing Communications How Can I Get My Point Across Accurately?

MKT Phillips Communication process of establishing a commoness of thought between a sender and a receiver relate to marketing –marketing is an exchange process as is communication –communication exchanges ideas and thoughts

MKT Phillips The Communication Process Source Encoding Message Channel Decoding Receiver Feedback Noise

MKT Phillips Communication Objectives Build category wants Create brand awareness Enhance attitudes and influence intentions Facilitate purchase

MKT Phillips How Does This Relate to Advertising ? Source Encoding Message Channel Decoding Receiver Feedback Noise Sponsor Appeal Design Message Medium Reception process Targeted Audience Purchase/Call Distractions

MKT Phillips Meanings and Signs Signs have no meaning per se. Signs have no transmittable meanings for customers Meanings are not in the messages – they are in the customers’ minds Therefore, effective communications use signs to elicit intended meanings!

MKT Phillips Meanings The perception (thoughts) and/or the affective reactions (feelings) that result from exposure to stimuli Example: What is the meaning of the brand Coca Cola, Marlboro, Ivory, Tide Do signs have different meanings to different consumers?

MKT Phillips Signal Relations Looking to establish causality Identify an object or cue that signals a causal relationship Example: Listerine kills the germs that cause bad breath

MKT Phillips Sign Relations A brand of something if both the brand and the referent (what the brand represents) belong to the same cultural context Example: –Polo signifies class and dignity because of the association with the Royal family

MKT Phillips Symbol Relationships An object (symbol) when the object and referent have no prior association but are arbitrarily or metaphorically related –Example: Red Ribbon and AIDS Support –Recycling Symbol

MKT Phillips Who Are Consumers? People who buy products People who use products Example: Company selling a car to college-age students

MKT Phillips Major Influences on Consumers External Influences –Culture –Social Class –Reference Groups –Family Personal Influences –Age –Sex –Family Status –Occupation Psychological Influences –Attitudes –Perception –Needs

MKT Phillips Psychological Influences Perception Elaboration Likelihood Model –Attitudes –Behavioral Intentions –Involvement Needs

MKT Phillips Perception The process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world. Individualized process where information is filtered and screened for interpretation

MKT Phillips Selective Perception Process Selective Exposure Selective Attention Selective Comprehension Selective Retention

MKT Phillips Selective Exposure Consumers choose whether or not to make themselves available to information. –Example: change channels during a commercial

MKT Phillips Selective Attention Consumer chooses to focus attention on certain stimuli while excluding others. –Example: average consumer exposed to 1,500 ads a day and receives only 76!

MKT Phillips Hedonic Needs Attend to messages that make us feel good. Hedonic Consumption –stimulus cues consumption of memories I.e., perfume and an old girlfriend

MKT Phillips Stimulus Intensity Objective: Grab consumer’s attention Strategies –bright colors –louder music or voice overs, brightness Results –attentiveness –avoidance

MKT Phillips Selective Comprehension Consumers tend to interpret information in a manner that will support their own, attitudes, beliefs, motives, and experiences.

MKT Phillips Selective Retention Final screening process. Consumers do not remember all that they see, hear, or read even after attending and comprehending it.

MKT Phillips Multi-Stage Memory Theory Sensory Memory –Physical Property Analysis Short Term Memory –Assign some meaning to the new input –Combines with long-term stores Long-term Memory –Unlimited memory store

MKT Phillips Techniques to Enhance Memorability Repetition –Frequency Jingles Slogans Taglines Logos

MKT Phillips Attitudes learned predisposition to think in a certain way about a person, product, service or idea based on: –personal factors-social class –cultural factors-race –educational factors –familial roots –religious factors

MKT Phillips Elaboration Likelihood Model model that allows marketers to predict routes to persuasion route to persuasion based on two moderating variables: –motivation (involvement) –ability to comprehend central and peripheral routes are the ends of an elaboration continuum

MKT Phillips ELM Elaboration –amount of issue relevant thinking done by the consumer Involvement –personal motivation to “think” –reflects risk and how close the issue ties to the ego

MKT Phillips Peripheral Route Affective Route - Zajonc reflects lower levels of involvement or lack of ability to process outcome is attitude toward the ad attitudes less resistant or persistent than those formed centrally relies on cues such as sex, celebrities, music color, visuals to persuade

MKT Phillips Peripheral Route Most effective forms of advertising will be: –tv –radio –celebrity endorsers –mood oriented print ads –sex

MKT Phillips Central Route high levels of involvement higher levels of ability to process may reflect a natural desire to be cognitive cognitive route to persuasion outcome is an attitude toward the brand attitudes formed centrally are more resistant and persistent

MKT Phillips Central Route reflected by the Fishbein Model of Attitude Formation best forms of advertising –print –cognitive –product information provided

MKT Phillips Fishbein Model Attitude Changes Change a belief –Very difficult to change an initial negative impression Change the Importance of the Evaluative Criteria Add a new BiEi Combination –BEST! Improves your position and hurts everyone else!

MKT Phillips Compensatory vs. NonCompensatory Models NonCompensatory Decision Models –establish a minimum standard –screen alternatives based on meeting this criteria Compensatory Decision Models –consumer is willing to make trade-offs sunroof vs. leather seats Combined Approach

MKT Phillips Maslow’s Hierarchy of Needs Motivation - internal force that stimulates the person to act in a certain manner. Needs- the basis of motivated behavior

MKT Phillips Maslow’s Hierarchy Self-Actualization - Fulfillment Ego Needs - success, achievement Social Needs - affection, friendship Safety and Security Needs - protection, order, stabilization Physiological Needs - food, water, shelter, sex

MKT Phillips Culture Complex of tangible items such as art, literature, clothing, music and intangibles such as law, values, customs that define a group of people and their way of life.

MKT Phillips Social Class Position that you and you family occupy within society Determined by: –income –occupation –wealth –family prestige –value of home

MKT Phillips Reference Groups Collection of people that you use as a guide for behavior in specific situations. 3 Functions –provide information –means of comparison –furnish guidance

MKT Phillips Family 2 or more people living in a house related by blood, marriage, or adoption Provides economic, financial and emotional support Determines Lifestyle

MKT Phillips Personal Influences Age Gender Family Status Education Occupation Income Race and Ethnicity