Marketing Communication (Lecture 1)

Lecturer likes vintage advertising !

Product lifecycle: >Introduction, Growth, Maturity, Decline

It is important for the brand to generate brand awareness to inform the potential buyer
about the brand/product

Impact of specific advertising variables on the individual

(Possible variables): Source (endorser) variables
 Attractiveness
 Fame
 Number
 Credibility/trustworthiness
Message variables
 Argument quality
 Information density/Amount of information
 External/Internal pacing
 Information density

Specific and individual consumer responses

All influence each other
Cognitive response (what consumers think about the ad/brand)
 Beliefs
 Preferences
 Attitudes
 Inferences
 Awareness
Emotional/Affective response
 Emotions and moods (does the ad effect my emotions)
 Transient and moods
Behavioral response
 Trial vs habit
 Buying
 Using
 Disposing
The question is, if specific advertising variable can influence individual consumer responses ?
Differences in advertising (classic distinction)

Argument based/appeal: Telling information= what is for sale, what kind of product, where
to buy

Emotional based/affect base appeal: Triggers emotions=Anger, Joy, Happiness, Belonging

Using an emotional based appeal will make your ad/company:
 More memorable
 Content becomes shareable
 Builds customer loyalty

Sometimes another type of emotion is used in advertising: Fear

Fear arousing communication is used to “scare” the consumer into action by this doing so
the consumer can minimize the risk of something by buying the product/service (insurance).
Types of risks:
 Physical: The risk of body harm (sportswear, self-medication)
 Social: The risk of being socially rejected (shampoo, toothpaste)
 Product performance: The risk that competitors are not a qualitative
 Financial: The risk of losing large sums of money
 Opportunity: The risk of missing a special opportunity because product might my in
short supply

As an marketing manager you should focus on one advertising technique (you can only reach
a certain group of people)

Key functions:
 To inform(change non evaluative consumer response eg.Beliefs, knowledge)

 To persuade( change evaluative response=influence the consumer) eg. Positive

Attitude towards the brand, preference

 Remind (reminds people about the need for a product or service, or the features and
benefits it will provide when they purchase promptly.)

Both can inform and persuade

Two basic strategies to approach the consumer

Alpha strategy: Sell stuff by promoting an approach motivation(trying to make the consumer
say yes/offer something by using attractive advertising)

Omega strategy: Strategy is used when there is an resistance /reluctance from the consumer
tries to reduce the tendency to not buy the product (Counter arguing consumer concerns)
Hurdle #1: How can consumers acquire and process information from
advertising ?
There are four stages from low effort, unconscious and automatic to high effort, conscious
and deliberative
 Preattentive analysis (Not involved at all)/(Incidental exposure to advertising)+
(Unconscious)

 Focal attention (process by which information is brought into short term memory)
Salience (different from environment)/(nothing to do with ex. car)
Vividness (capture the consumers attention through provoking)
Novelty (violates expectations) and then straightens the claim

 Comprehension (once we notice things, can we make sense of them ?)

It starts with either believing or not believing information and becomes
stronger if information is repeated
Truth effect:

 Elaborative reasoning (high involvement): linking what you just learned about a
brand through an advertisement to what you know already

If involvement is very high, the consumer will undergo through all stages
These covaries with the most known variable ever= involvement/engagement

What is hemispheric lateralization ?

Our brain halfs are specialized on specific functions
Left: text processing>right eye
Right: picture processing>left eye
This means that by placing ads at the right point will benefit your marketing procedure
(website, newspaper…)

Integrated Marketing communications and the promotional mix

Direct Marketing: The company communicates directly with the individual customer to
generate a purchasing impulse. Forms of direct marketing can be> WOM, Event Marketing,
Direct Mail

Example: Tupperware & Avon (cosmetics manufacturer) products are not sold in regular
shops, instead sales agents visit groups of potential consumer personally.
Interactive Marketing: The sender and receiver share feedback with each other. Through
Internet, Social media platforms this form of marketing boomed recently. Some say that the
consumer becomes a co-producer of the product.

Sales promotion: Such as direct marketing, sales promotion aims at generating instant
response. However, the aim is not to contact/personalize the message. Sales promotion uses
price cuts, incentives such as premiums and saving cards.

Public relations: Is often used as an communication instrument to boost the perception of

the company to increase sales. Can be done by: Public events, political stakeholders,
donations

Personal selling: It is always a face to face form of communication with the intention to
receive a behavioral response
Advantages: High impact on customer paired with direct feedback, Possibility to
demonstrate product,
Disadvantages: Expensive form of communication, risk of inconsistent messages

Classic and contemporary approached of conceptualizing advertising effectiveness