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 .

conviction. preference. affective. awareness. knowledge. and conative components .Hierarchy of effects • seven steps – unawareness. liking. and purchase • reflect the cognitive.

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 .Hierarchy of effects • as we discussed.

act • in whatever order is appropriate . feel.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.

on-line • publicity – television. magazines. radio. direct selling. magazine. newspapers. placebased • direct response – mail. telemarketing.Integrated marketing communications • advertising – television. catalogs. home shopping. 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. transformational . rational – emotional.

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 .

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