Communication

Marketing Communication

Agenda
• • • • • the communication process communication and consumers integrated marketing communication marketing communication strategies public policy issues

Communication
• • • • source is the marketer or public policy maker receiver is the consumer message is the content medium is the channel used to convey the content • consumers talk too: feedback • noise disrupts the communication

Consumer response to communication
• two perspectives
– hierarchy of effects – brand experience

• complementary perspectives

Hierarchy of effects
• seven steps
– unawareness, awareness, knowledge, liking, preference, conviction, and purchase

• reflect the cognitive, affective, and conative components

Hierarchy of effects
• as we discussed, purchase is more complex than this
– components don’t always occur in this order

• but recognize that the steps occur
– and consumers use behavioral processes to complete the purchase process

Brand experience
• purchase processes are complicated and complex
– different paths through the process

• consumers exposed to many messages • messages should be integrated
– so consumers can use information to think, feel, act
• in whatever order is appropriate

Integrated marketing communications
• advertising
– television, radio, magazines, newspapers, placebased

• direct response
– mail, telemarketing, catalogs, direct selling, home shopping, on-line

• publicity
– television, magazine, newspapers

• personal selling

Marketing communication strategies
• message strategy
– information content – creative form

• media strategy
– medium used – aperture

Message strategy
• information content
– appropriate for stage in purchase process – depth of information must be suitable
• for level of involvement • for level of cognitive effort

• creative strategy
– informational, rational – emotional, transformational

Types of messages
• • • • • • factual comparative celebrity fear sex humor

Message content or creativity?
• elaboration likelihood model • central route emphasizes content
– higher involvement – significant cognitive effort

• peripheral route emphasizes creativity
– lower involvement – less cognitive activity

Media strategy
• message through the right medium at the right time • medium used
– must support message strategy – integrated media

• aperture
– must deliver at appropriate time in purchase process – interactive media to allow consumer to solicit information at preferred time

Public policy issues
• fairness
– perception and learning and deceptive advertising

• equity
– background characteristics