MKT20021

Integrated Marketing Communication

Semester Jan 2023 – Week 3
By Zulik Nguyen
Internal use only
Buyer Behavior
Consumer decision making process
Post-
Problem Information Evaluation of Purchase
purchase
recognition search alternatives decision
evaluation
 High involvement
Consumer response process
Quadrant 1 Quadrant 2
Consumer response is analyzed in High importance High importance
(expensive) (expensive)
terms of traditional response
Rational decision Emotional decision
hierarchy models and alternative
Ex: new car Ex: designer clothes
response models.

Emotional
Rational
The Foote, Cone and Belding grid is
used for discussing the implications
Quadrant 3 Quadrant 4
of the alternative response models
Low importance Low importance
and high versus low involvement. (less expensive) (less expensive)
Rational decision Emotional decision
This model delineates four primary
Ex: detergent Ex: candy bar
advertising planning strategies
(next slides).
Low involvement
Foote, Cone and Belding grid (n.d.) adapted from Belch & Belch (2012)
4 primary advertising planning strategy

• Informative: for highly involved purchases, where rational thinking &

economic considerations prevail.
4 primary advertising planning strategy

• Informative: for highly involved purchases, where rational thinking &

economic considerations prevail.

• Affective: for highly involved/feeling purchases. These types of

products should be advertised with an emphasis on psychological &
emotional motives.
4 primary advertising planning strategy

• Informative: for highly involved purchases, where rational thinking &

economic considerations prevail.

• Affective: for highly involved/feeling purchases. These types of

products should be advertised with an emphasis on psychological &
emotional motives.

• Habit formation: for low involvement/thinking products, where

routine behavior patterns & learning occur most often after purchase.
4 primary advertising planning strategy

• Informative: for highly involved purchases, where rational thinking &

economic considerations prevail.

• Affective: for highly involved/feeling purchases. These types of

products should be advertised with an emphasis on psychological &
emotional motives.

• Habit formation: for low involvement/thinking products, where

routine behavior patterns & learning occur most often after purchase.

• Self-satisfaction: for low-involvement/feeling products, where appeals

to sensory pleasures and social motives are important. Useful for
analyzing consumer/product relationships & developing appropriate
promotional strategies.
Level of involvement

Simple processing example: if buying flour is a low-involvement purchase, • In a simple way,

we barely look at the brands on the shelf, simply scanning to check which involvement is how
is cheapest or familiar brand. If we saw an advertisement for flour, we'd important that object
be unlikely to study it closely or give it much further thought. is to a person.

Elaboration example: If buying flour is high-involvement, we'd process • Involvement relates

information about flour more fully, reflecting on it and comparing it to to motivation.

other known information.

Moderate Cult
Inertia Flow
involvement product

Simple processing Elaboration

Levels of involvement (2018) created by Swinburne Online
Personal values

• Hard to define personal values. Heavily influenced by background & culture.

• Changing over time but in many cases values are universal.

• Values clearly affect thinking & behavior, leading to a major influence on

many factors related to marketing communications.

Some common personal values

A comfortable life An exciting life A sense of accomplishment
Equality Family security Freedom
Inner harmony Mature love National security
Salvation Self-respect Social recognition
True friendship Pleasure Happiness
Wisdom Integrity A world at peace
(Personal values (2019) created by Swinburne Online)
Attitudes

Attitudes can be held toward a product, a company, a retailer, product attributes, brand
associations, advertising and spokespersons, our self-esteem, and our goals. One useful
framework for understanding attitudes is based on attitudes having three components:

Affective (what people feel) Conative (what people do) Cognitive (what people think)

The way a consumer feels about The behaviors & actions The beliefs a consumer holds
an attitude object = associated with an attitude about an attitude object =
emotion/judgement/evaluation thoughts/knowledge

Example:
I like the design of Dior I’ll buy the new collection of Dior Dior will make me charming
Mercedes is very high-class I’ll not buy Mercedes Mercedes is for wealthy people
Evaluation of alternatives

Consumers don’t usually actively consider every possible option available to them when
making a decision. The following shows the various classes of brand (or product) that a
consumer is aware of and how they are used in the purchase decision:

• Evoked set: brands that a buyer is aware of and thinks well of, when considering a purchase;
also called the consideration set.

• Inept set: brands that a buyer is aware of when considering a purchase, thinks poorly of, but
uses in some way as a source of information.

• Inert set: brands that a buyer is aware of when considering a purchase but has no interest in.
Evaluation of alternatives
Evoked set / consideration set = a group of brands from which buyers will choose.
Model of response process / Hierarchy of effects

There are various hierarchical response models.

The models, which are discussed in-depth in the reading provided for this week, include:

1. AIDA model – developed to depict the stages in the personal selling process.

2. Colley's hierarchy of effects model – shows the process by which advertising works.

3. Lavidge and Steiner's hierarchy of effects – this is the model we will focus on in this unit.

Note: each of these models views the consumer as passing through a cognitive, affective, and
behavioral stage.
 Lavidge and Steiner’s hierarchy of effects
Consumer behavior Hierarchy of effect model Marketing objectives Marketing activities
Cognitive 1. Awareness 90% Make customers aware Tease campaigns
• Realm of thoughts 2. Knowledge 70% Make info about the Announcements
• Ads provide info & facts product easy to find Descriptive copy
Classified ads: slogans,
jingles, skywriting, etc.
Affective 3. Liking 40% Ensure that customers like “Image” copy
• Realm of emotions the product Status, glamour appeals
• Ads change attitudes & 4. Preference 25% Make customers focus on Competitive ads
feelings the product Argumentative copy
Conative 5. Conviction 20% Create the desire to Price appeals
• Realm of motives Trial purchase Testimonials
• Ads stimulate or direct Trial, sampling
desires 6. Purchase 5% Make customers purchase Point of purchase
Use Retail store ads, Deals
“Last-chance” offers
How communication engages?

A short piece on neuro-chemistry:

Dopamine Oxytocin
Dopamine releases pleasure in the brain and Oxytocin generates human connection to form
drives us to seek out more pleasurable trust & build relationships (love, family, friends,
experience. communities, world).
Emotional states IMC can trigger: Cognitive (think) Emotional states IMC can trigger: Affective (feel)
• Discovery • Hear
• Surprise • See
• Seduction • Feel
• Humor • Truly understand
• Climax
• Reveal
• Awe
 • Insight: Men love to be considered masculine
Brief format & insight • Get: Male consumers who do not want to use female shampoo
• To: Show their masculine charm through the appearance
Brief format is simple: • By: Showing that women love Xmen smell
GET – Target consumer
& their barrier
TO – Desired mindset or
behavior
BY – Message/action the
brand can communicate

In relation to the brief, an

insight is a surprising/new way
to look at the problem that
unlocks a creative opportunity.

Developing insights
SINGLE MINDED PROPOSITION
The combination of the insight & the
point of difference in the market
Company
What are the undeniable truths about our business
that we can remain true to in everything we do?
- Are we realistic in our product delivery
expectations against our promises to the market?
- Do we have a unique way of doing business / are
our products different?
- Do we hold an advantage over our competitors?
What insights do we know about the consumer?
- Where are the tension points in their lives? i.e.
“I love to eat sushi for lunch, but I hate having
fishy breath afterwards.”
- What are their espoused vs. actual values and
behaviors.
- What are their media consumption habits &
where does our business fit within their lives?
Consumer - What do they say (perception) about us?
What observations are there on the
category?
Competitors - Where are the commonalities &
what creates a sea of sameness?
- Where is the opportunity to behave
differently?
- What is driving the convention in
the marketplace (success of category
leader / regulation of market /
consumer behavior, etc.)
Developing insights

1. OBSERVATION & GATHER: shopping centers, trains, airports, football games.

Anything where humans are in their unguarded moments. Newspapers,
magazines, podcasts etc.

2. ANALYSE & INTERPRET: The ongoing question of WHY? What does this say about
us? What is the human truth at play here?

3. APPLY: The secret is what to do with this insightful interpretation. How to apply
it. If you’re in marketing, think of its effect on customers. On business. The truths.

4. PROVOKE: Find a way to gain peoples’ attention. Develop click bait provocations.

Example: File Strategy Toolkit

Assignment 1a
Zalo Group
Thank you for listening!
Next week: Objectives and Budgets
Acknowledgement of Country
We respectfully acknowledge the Wurundjeri People of the Kulin Nation, who
are the Traditional Owners of the land on which Swinburne’s Australian
campuses are located in Melbourne’s east and outer-east, and pay our
respect to their Elders past, present and emerging.

We are honoured to recognise our connection to Wurundjeri Country,

history, culture, and spirituality through these locations, and strive to ensure
that we operate in a manner that respects and honours the Elders and
Ancestors of these lands.

We also respectfully acknowledge Swinburne’s Aboriginal and Torres Strait

Islander staff, students, alumni, partners and visitors.

We also acknowledge and respect the Traditional Owners of lands across

Australia, their Elders, Ancestors, cultures, and heritage, and recognise the
continuing sovereignties of all Aboriginal and Torres Strait Islander Nations.