MKT 681 - Phillips

Marketing Marketing CommunicationsCommunications

How Can I Get My Point Across Accurately?

MKT 681 - Phillips

CommunicationCommunication• process of establishing a commoness of

thought between a sender and a receiver

• relate to marketing – marketing is an exchange process as is

communication– communication exchanges ideas and

thoughts

MKT 681 - Phillips

The Communication ProcessThe Communication Process

• Source

• Encoding

• Message

• Channel

• Decoding

• Receiver

• Feedback

• Noise

MKT 681 - Phillips

Communication ObjectivesCommunication Objectives

• Build category wants• Create brand

awareness• Enhance attitudes and

influence intentions• Facilitate purchase

MKT 681 - Phillips

How Does This Relate to How Does This Relate to Advertising ?Advertising ?

• Source• Encoding• Message• Channel• Decoding• Receiver• Feedback• Noise

• Sponsor• Appeal Design• Message• Medium• Reception process• Targeted Audience• Purchase/Call• Distractions

MKT 681 - Phillips

Meanings and SignsMeanings and Signs

• Signs have no meaning per se. Signs have no transmittable meanings for customers

• Meanings are not in the messages – they are in the customers’ minds

• Therefore, effective communications use signs to elicit intended meanings!

MKT 681 - Phillips

MeaningsMeanings

• The perception (thoughts) and/or the affective reactions (feelings) that result from exposure to stimuli

• Example: What is the meaning of the brand Coca Cola, Marlboro, Ivory, Tide

• Do signs have different meanings to different consumers?

MKT 681 - Phillips

Signal RelationsSignal Relations• Looking to establish

causality• Identify an object or

cue that signals a causal relationship

• Example:Listerine kills the germs that cause bad breath

MKT 681 - Phillips

Sign RelationsSign Relations• A brand of something if

both the brand and the referent (what the brand represents) belong to the same cultural context

• Example:– Polo signifies class and

dignity because of the association with the Royal family

MKT 681 - Phillips

Symbol RelationshipsSymbol Relationships

• An object (symbol) when the object and referent have no prior association but are arbitrarily or metaphorically related– Example: Red Ribbon

and AIDS Support

– Recycling Symbol

MKT 681 - Phillips

Who Are Consumers?Who Are Consumers?

• People who buy products

• People who use products

• Example: Company selling a car to college-age students

MKT 681 - Phillips

Major Influences on Major Influences on ConsumersConsumers• External

Influences– Culture

– Social Class

– Reference Groups

– Family

• Personal Influences– Age

– Sex

– Family Status

– Occupation

• Psychological Influences– Attitudes

– Perception

– Needs

MKT 681 - Phillips

Psychological Psychological InfluencesInfluences• Perception

• Elaboration Likelihood Model– Attitudes– Behavioral

Intentions– Involvement

• Needs

MKT 681 - Phillips

PerceptionPerception

• The process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world.

• Individualized process where information is filtered and screened for interpretation

MKT 681 - Phillips

Selective Perception ProcessSelective Perception Process

• Selective Exposure

• Selective Attention

• Selective Comprehension

• Selective Retention

MKT 681 - Phillips

Selective ExposureSelective Exposure• Consumers choose

whether or not to make themselves available to information.– Example: change

channels during a commercial

MKT 681 - Phillips

Selective AttentionSelective Attention• Consumer chooses to

focus attention on certain stimuli while excluding others.– Example: average

consumer exposed to 1,500 ads a day and receives only 76!

MKT 681 - Phillips

Hedonic NeedsHedonic Needs• Attend to messages

that make us feel good.

• Hedonic Consumption– stimulus cues

consumption of memories

• I.e., perfume and an old girlfriend

MKT 681 - Phillips

Stimulus IntensityStimulus Intensity

• Objective: Grab consumer’s attention

• Strategies– bright colors

– louder music or voice overs, brightness

• Results– attentiveness

– avoidance

MKT 681 - Phillips

Selective ComprehensionSelective Comprehension

• Consumers tend to interpret information in a manner that will support their own, attitudes, beliefs, motives, and experiences.

MKT 681 - Phillips

Selective RetentionSelective Retention

• Final screening process.

• Consumers do not remember all that they see, hear, or read even after attending and comprehending it.

MKT 681 - Phillips

Multi-Stage Memory TheoryMulti-Stage Memory Theory

• Sensory Memory– Physical Property Analysis

• Short Term Memory– Assign some meaning to the new input

– Combines with long-term stores

• Long-term Memory– Unlimited memory store

MKT 681 - Phillips

Techniques to Enhance Techniques to Enhance MemorabilityMemorability• Repetition

– Frequency

• Jingles

• Slogans

• Taglines

• Logos

MKT 681 - Phillips

AttitudesAttitudes

• learned predisposition to think in a certain way about a person, product, service or idea

• based on:– personal factors -social class– cultural factors -race– educational factors– familial roots– religious factors

MKT 681 - Phillips

Elaboration Likelihood Elaboration Likelihood ModelModel• model that allows marketers to predict

routes to persuasion

• route to persuasion based on two moderating variables:– motivation (involvement)– ability to comprehend

• central and peripheral routes are the ends of an elaboration continuum

MKT 681 - Phillips

ELMELM• Elaboration

– amount of issue relevant thinking done by the consumer

• Involvement– personal motivation to

“think”

– reflects risk and how close the issue ties to the ego

MKT 681 - Phillips

Peripheral Route Peripheral Route

• Affective Route - Zajonc

• reflects lower levels of involvement or lack of ability to process

• outcome is attitude toward the ad

• attitudes less resistant or persistent than those formed centrally

• relies on cues such as sex, celebrities, music color, visuals to persuade

MKT 681 - Phillips

Peripheral RoutePeripheral Route

• Most effective forms of advertising will be:– tv

– radio

– celebrity endorsers

– mood oriented print ads

– sex

MKT 681 - Phillips

Central RouteCentral Route

• high levels of involvement• higher levels of ability to process• may reflect a natural desire to be cognitive• cognitive route to persuasion• outcome is an attitude toward the brand• attitudes formed centrally are more

resistant and persistent

MKT 681 - Phillips

Central RouteCentral Route

• reflected by the Fishbein Model of Attitude Formation

• best forms of advertising– print

– cognitive

– product information provided

MKT 681 - Phillips

Fishbein Model Fishbein Model Attitude ChangesAttitude Changes• Change a belief

– Very difficult to change an initial negative impression

• Change the Importance of the Evaluative Criteria

• Add a new BiEi Combination– BEST! Improves your position and hurts

everyone else!

MKT 681 - Phillips

Compensatory vs. Compensatory vs. NonCompensatory ModelsNonCompensatory Models• NonCompensatory Decision Models

– establish a minimum standard– screen alternatives based on meeting this

criteria

• Compensatory Decision Models– consumer is willing to make trade-offs

• sunroof vs. leather seats

• Combined Approach

MKT 681 - Phillips

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

• Motivation - internal force that stimulates the person to act in a certain manner.

• Needs- the basis of motivated behavior

MKT 681 - Phillips

Maslow’s HierarchyMaslow’s Hierarchy

• Self-Actualization - Fulfillment

• Ego Needs - success, achievement

• Social Needs - affection, friendship

• Safety and Security Needs - protection, order, stabilization

• Physiological Needs - food, water, shelter, sex

MKT 681 - Phillips

CultureCulture• Complex of tangible

items such as art, literature, clothing, music and intangibles such as law, values, customs that define a group of people and their way of life.

MKT 681 - Phillips

Social ClassSocial Class• Position that you and

you family occupy within society

• Determined by:– income

– occupation

– wealth

– family prestige

– value of home

MKT 681 - Phillips

Reference GroupsReference Groups• Collection of people

that you use as a guide for behavior in specific situations.

• 3 Functions– provide information

– means of comparison

– furnish guidance

MKT 681 - Phillips

FamilyFamily• 2 or more people living in a house related

by blood, marriage, or adoption

• Provides economic, financial and emotional support

• Determines Lifestyle

MKT 681 - Phillips

Personal InfluencesPersonal Influences

• Age• Gender• Family Status• Education• Occupation • Income• Race and Ethnicity