10-1 SOCIAL MARKETING Promotion. 15-2 The Communication Process © Copyright 2008 Pearson Education Canada.

Slides:



Advertisements
Similar presentations
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)
Advertisements

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.
Advertising Programs. Effects of Advertising Programs ¶ Cognitive stageExposure to message Message recall Awareness of product Knowledge of product attributes.
Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.
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
The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Consumer Behavior Review
17-1 Chapter Questions What is the role of marketing communication? How can marketing communications work? What is an integrated marketing communications.
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.
Copyright 2009, Prentice-Hall, Inc.15-1 A Framework for Marketing Management Chapter 15 Designing and Managing Integrated Marketing Communications.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 The Creative Side and Message Strategy Part 4: Effective.
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.
Chapter 4 The communication process
5-1 The Communication Process 5 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Managing Mass Communications
Part 2: Planning and Strategy Chapter 4
 Primary objective: ◦ Behavior change  Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Buyer Behaviors Chapter 3. Chapter Overview Consumer purchase process Consumer buying environment Trends in consumer behavior Business buying center B-to-B.
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?
Marketing Management, 13th ed
Communication & Consumer Behavior MKT 3850 Dr. Don Roy.
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.
Attitudes, Intentions, and Behavior II
The Consumer Audience Part 2: Planning and Strategy Chapter 5.
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. An example of a two-sided message 212.
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.
7 Creative Tactics Decisions. © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To identify three key decisions for creative tactics: execution style,
Creative Brief 1. Problem (that advertising will resolve)
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Elaboration Likelihood Model Developed by Petty & Cacioppo.
Advertising Case Study – Suzuki Samurai How Advertising Works ? Research Streams.
Advertising and Consumer behaviour
IMC Planning & Evaluation MKT 846 Professor West.
The Consumer Audience Part 2: Planning and Strategy Chapter 5.
ADVERTISING: Communication Response Models and Involvement.
How Advertising Works Chapter 4. Basic Communication Model 4-2 Source/Sender (Advertiser) Coded Message (Agency) Decoded Message (Interpretation) Receiver.
10-1 MARKETING MANAGEMENT Integrated Marketing Communications.
Chapter 17 Consumer Behavior and Promotion Strategy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Communications Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Marketing Management, 13th ed
The Communication Process
ATTITUDE FORMATION AND CHANGE
The Communication Process
Communication Models and Advertising Research
Attitudes and Influencing Attitudes
Chapter 4 Demonstrate why communication is a key factor in advertising effectiveness Explain how brand advertising works Understand the six key effects.
Chapter 6 How Advertising Works
Communication Models and Advertising Research
Advertising and Consumer Behavior
Communication Models and Advertising Research
Presentation transcript:

10-1 SOCIAL MARKETING Promotion

15-2 The Communication Process © Copyright 2008 Pearson Education Canada

15-3 © Copyright 2008 Pearson Education Canada Effectiveness by Buyer Readiness

17-4 Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention

17-5 Nonpersonal Communication Channels Advertising Sales Promotion Events and Experiences Public Relations

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

17-7 Setting Advertising Goals

Creative Brief 17-8 Key message –(Summary of message and goal) Target Audience Communication Objective –(know, believe, DO) Positioning statement Key Benefits (with support) Openings –Times, places, and situations

16-9 Advertising Objectives Informative ReminderReinforcement Persuasive © Copyright 2008 Pearson Education Canada

17-10 Elaboration Likelihood Model Petty & Caccioppo –Two questions: Motivation to process? Ability to process? –When YES to both: HIGH elaboration Central cues –When NO to either: LOW elaboration Peripheral cues

17-11

17-12

17-13

17-14

15-15 High Involvement Response Models © Copyright 2008 Pearson Education Canada

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

17-17 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

17-18 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

17-19

17-20

17-21

17-22

17-23 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

17-24

17-25

17-26

17-27 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

CDs 2. Stamp collecting Ads

17-29

17-30

17-31 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

17-32

17-33

17-34

BEST PRACTICES Keep it SIMPLE Focus on BENEFITS Use Fear only with SOLUTIONS Be Vivid and Personal Make it Memorable Use a BIG IDEA DON’T nag Consider norms 17-35

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2024 SlidePlayer.com. Inc. All rights reserved.