Marketing Communication-2.1 - MarCom theories

1-MarComwww.marketingPlanNOW.com1

MarketingCommunication

Marketing Communication TheoriesPart TWO out of Four (2.1)

Danny AbramovichMarketing Plan Specialist

Course Introduction, Main Topics

Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

2. MarCom 4 Introduction

Information

Human Communication

Communication-Mix--- or ---

Marketing Communication= MarCom!

0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC

2. MarCom 4 Definition

MarCom is . . .

2. MarCom 4 Goals

– Provide information.– Manage demand and sales.– Communicate unique selling points– Enhance positioning.– Build brand equity.– Influence attitudes and behavior.– Increase market share!

2. MarCom 4 Theoretical Background

BASIC ASSUMPTION:Consumers move through a step by step process as they receive marketing information and move toward a decision. This is called: Hierarchy of Effects!

2. MarCom 4 Hierarchy of Effects!

Awareness levels that customers mustgo THRU: unawareness

awarenesscomprehension

convictionaction

(Burnett and Moriarty, 1998)

2. MarCom 4 Hierarchy of Effects!

Hierarchy of Effects Model

2. MarCom 4 Response Models

BehaviorTrialAdoption

PurchaseActionBehavioral

YieldingRetention

EvaluationLinkingPreferenceConviction

InterestDesire

Affective

PresentationAttention

AwarenessInterest

AwarenessKnowledge

AttentionCognitive

Information processing

Innovation adoption

Hierarchy of effects

AIDA(1925)

Stages

2. MarCom 4 DAGMAR - model#4

DAGMAR - Defining Advertising Goals for Measured Advertising ResultsThe basic hierarchy of effects model is AIDAdeveloped by E. K. Strong (1925).Many variations have been made on this original model, including Colley's DAGMARmodel with a sequence as follows: awareness, comprehension, conviction, and action.

(Colley, 1961)

2. MarCom 4 IPM - model#5

(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An Information Processing Model of Advertising Effectiveness," Behavioral and Management Sciences in Marketing , Davis and A.J. Silk, 1978.)

Information Processing Model (IPM)of Advertising Effectiveness: 6 Steps

2. MarCom 4 IPM - model#5

Information Processing Model (IPM)of Advertising Effectiveness: 8 Steps

1. Exposure

2. Perception

3. Comprehension

4. Agreement

5. Retention

6. Retrieval

7. Decision-making

8. Action

(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An Information Processing Model of Advertising Effectiveness," Behavioral and Management Sciences in Marketing , Davis and A.J. Silk, 1978.)

2. MarCom 4 ELM - model#6

Elaboration-likelihood Model (ELM)A s s u m p t i o n s :People are overloaded with persuasive messages.

It is impossible to evaluate every message.

People process messages in two main ways:ü Central - elaborated (major decisions).ü Peripheral - not elaborated (minor decisions).

(Petty & Cacioppo, 1986)

People process messages in two main ways:ü Central - elaborated (major decisions).

not elaborated (minor -Peripheralüdecisions).

People process messages in two main ways:ü Central - elaborated (major decisions).

not elaborated (minor -Peripheralüdecisions).

Elaboration-likelihood Model (ELM)Peripheral Processing:Driven more by “who” rather than “what”.

Explains learning & attribution theories.

Tends to produce less permanent impact:ü Short-term.ü Lower-level of commitment.

Elaboration-likelihood Model (ELM)Practical Outcome:Determine which route the audiences aretaking to process a message.Select a strategy based on that route.Develop tactics based on strategy:

Central route – more logical arguments, evidence-based.Peripheral route – use learning & attribution theories.

2. MarCom 4 Supporting Model - a

Push/ Pull Communications

PUSH-Through CommunicationsActivities targeting channel intermediaries tomotivate resellers to become more aggressivein customer communications.The overall objective is to increase resellersupport and market coverage.

PUSH-Through CommunicationsØCooperative advertising dealsØCollaterals, catalogs, manualsØDealer premiums, prizes, giftsØAdvertising materials, mats, insertsØPoint of sale displays, racks, standsØTrade shows, conventions, meetings

Push/ Pull Communications

PULL-Through CommunicationsActivities used by manufacturers and suppliers to target final customers and to create customer demand (pull). The objective is to move goods and services forward in the distribution channels by pre-selling final customers.

PULL-Through CommunicationsØCoupons ØPrice-off dealsØRefunds/rebatesØSampling, free trialØFrequency/loyalty programsØPoint-of-purchase advertising

2. MarCom 4 Supporting Model - b

FCB Grid – Working in Foote,Cone & Belding (FCB) advertisingagency, Richard Vaughn has incorporateda model that allows to understand people’sattitude toward advertising (1980).It is based on two dimensions:

1. Level of Involvement.2. Thinking/ Feeling-related products.

2. MarCom 4 Supporting Model - bproducts

Level of Involvement> FCB Grid

Thinker

Reactor

Feeler

productsLevel of Involvement> FCB Grid

ThinkerL-F-D

TheReactorD-F-L

TheFeelerF-L-D

TheDoer

Learn=information

Feel=attitude

Do=behavior

Learn=information

Feel=attitude

Do=behavior

BeerD-F-L

DetergentD-L-F

products

Learn=information

Feel=attitude

Do=behavior

PerfumeF-L-D

Life insuranceL-F-D

Learn=information

Feel=attitude

Do=behavior

BeerD-F-L

products

Learn=information

Feel=attitude

Do=behavior

PerfumeF-L-D

Life insuranceL-F-D

DetergentD-L-F

2. MarCom 4 Persuasion Matrix

BehaviorTrialAdoption

PurchaseActionBehavioral

YieldingRetention

EvaluationLinkingPreferenceConviction

InterestDesire

Affective

PresentationAttention

Comprehension

AwarenessInterest

AwarenessKnowledge

AttentionCognitive

Information processing

Innovation adoption

Hierarchy of effects

AIDA(1925)

StagesPersuasion

Matrix

2. MarCom4Promotional Planning1. Receiver/ comprehension

Can the receiver comprehend the ad?

2. Channel/ presentationWhich media will increase presentation?

3. Message/ yieldingWhat type of message will create favorable attitude?

4. Source/ attentionWho will be effective in getting consumers’ attention?

Independent variables: The Communications Components

Source Message Channel Receiver Destination

Messagepresentation

Attention

Comprehension

Yielding

Retention

Behavior

DependentVariables

2. MarCom 4 Persuasion Matrix

2. MarCom4 Message RecallR

Beginning Middle End

Selected Types of Message Appeals:

4Emotional vs. Rational:ü Sex üMetaphorsü Humor ü Rationalü Fear ü Emotional

2. MarCom4 Message AppealAttitudes and

Attitude change

ü Sex

2. MarCom4 Message Appeal

• Subliminal techniques.• Sex increases attention.• Brand recall is lower.• May interfere message.

Attitudes and

Attitude change

ü Sex

ü Humor

• Used in 30% of all ads.• Score á in recall tests.

Attitudes and

Attitude change

ü Sexü Humor

ü Fear

• Solutions to anxiety.• “If-than approach”.•á fear can backfire.

Attitudes and

Attitude change

ü Sexü Humor

ü Fear

ü Sexü Humorü Fear

üMetaphors

When aword orphraseis applied to something it does not literally resemblein order to emphasize particular qualities.

Attitudes and

Attitude change

ü Sexü Humorü FearüMetaphors

ü Rational

• Suites for:- Printed media,- B2B advertisers,- á involvement products.

ü Sexü Humorü FearüMetaphors

ü Rational

• Suites for:- Printed media,- á involvement products.

ü Sexü Humorü FearüMetaphorsü Rational

ü Emotional

This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals.

Attitudes and

Attitude change

ü Sexü Humorü FearüMetaphorsü Rationalü Emotional

üComparative

ü Sexü Humorü FearüMetaphorsü Rationalü Emotional

üComparative

2. MarCom4 Effects (example)

90% Awareness

70% Knowledge

40% Liking

25% Preference

20% Trial

5% Use

2. MarCom; Theory & Planning

Next Issue: MarCom Elements

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Marketing Communication TheoriesPart TWO out of Four (2.1)

Danny AbramovichMarketing Plan Specialist

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