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
• 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