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10-1 SOCIAL MARKETING Promotion
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15-2 The Communication Process © Copyright 2008 Pearson Education Canada
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15-3 © Copyright 2008 Pearson Education Canada Effectiveness by Buyer Readiness
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17-4 Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention
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17-5 Nonpersonal Communication Channels Advertising Sales Promotion Events and Experiences Public Relations
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The Communication Effects “Pyramid” Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Behavioral Cognitive Affective
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17-7 Setting Advertising Goals
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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
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16-9 Advertising Objectives Informative ReminderReinforcement Persuasive © Copyright 2008 Pearson Education Canada
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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
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17-12
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17-14
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15-15 High Involvement Response Models © Copyright 2008 Pearson Education Canada
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Alternative Response Hierarchies Low Involvement Model Dissonance/ Attribution Model Do Feel Learn Learn Do Feel Lower Involvement Topics
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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
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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
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17-19
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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
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17-24
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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
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17-28 1.CDs 2. Stamp collecting Ads
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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
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17-32
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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
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