1. Managing Mass Communications
MARKETING MANAGEMENT
Managing Mass Communications

2. Managing Mass Communications
Chapter Questions
How should the budget be set?
What are appropriate advertising goals?
How should advertisements be designed?
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3. Budget Options Affordable Percentage-of-Sales Competitive Parity
Objective-and-Task

4. Setting Advertising Goals

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

6. 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

7. Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
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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

11. High Involvement Response Models
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12. Alternative Response Hierarchies
Lower Involvement Topics
Do Feel Learn
Dissonance/
Attribution Model
Learn Do Feel
Low Involvement
Model

13. 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

14. 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

17. 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

20. 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

21. Ads
CDs
Stamp collecting

22. 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