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

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Presentation on theme: "10-1 SOCIAL MARKETING Promotion. 15-2 The Communication Process © Copyright 2008 Pearson Education Canada."— Presentation transcript:

1 10-1 SOCIAL MARKETING Promotion

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

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

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

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

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

7 17-7 Setting Advertising Goals

8 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

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

10 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

11 17-11

12 17-12

13 17-13

14 17-14

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

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

17 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

18 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

19 17-19

20 17-20

21 17-21

22 17-22

23 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

24 17-24

25 17-25

26 17-26

27 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

28 17-28 1.CDs 2. Stamp collecting Ads

29 17-29

30 17-30

31 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

32 17-32

33 17-33

34 17-34

35 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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