Embed Size (px)
DESCRIPTION
Communication Objectives. 1. Creating Brand Awareness. 3. Enhancing attitudes and influencing intentions. 2. Building Brand Image. 4.Facilitating Purchase Behavior. Behavioral Foundations of Marketing Communications. - PowerPoint PPT Presentation
Citation preview
Communication ObjectivesCommunication Objectives
4.Facilitating Purchase Behavior
2. Building Brand Image
1. Creating Brand
Awareness
3. Enhancing attitudes and influencing intentions
Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications
• How consumers process and respond to marketing communications stimuli and make choices among brands
• Two models of consumer behavior» CPM and HEM
• Consumer behavior is too complex and diverse to be explained by two extreme models
Behavioral Foundations ofBehavioral Foundations of Marketing Communications Marketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications
Hedonic, Experiential Model (HEM)
Consumer behavior is driven by
emotions in pursuit of “fun, fantasies,
and feelings”
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1
Exposure to information
• Consumers come in contact with the marketer’s message
• Gaining exposure is a necessary but insufficient for communication success
• A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Selective Attention: Stage 2Selective Attention: Stage 2
How to attract consumers attention:
Selective Attention: Stage 2Selective Attention: Stage 2
Illustration of
attention-getting advertising
Selective Attention: Stage 2Selective Attention: Stage 2
Plays on
selective attention
Appeals to Cognitive andAppeals to Cognitive andHedonic NeedsHedonic Needs
Hedonic Needs
Needs that make
one feel good
and bring pleasure
Cognitive Needs
Immediate functional needs of the consumer
Hedonic NeedsHedonic Needs
Hedonic appeal
to appetite
Hedonic NeedsHedonic Needs
Hedonic
sex appeal
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
Use of Novel StimuliUse of Novel Stimuli
Here milk is used
as a novel stimulus
Use of Novel StimuliUse of Novel Stimuli
Maytag
Leo Burnett Company, Inc.
Use of Intense StimuliUse of Intense Stimuli
Use of intensity
Use of Intense StimuliUse of Intense Stimuli
Use of intensity to
attract attention
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4
Agreement with what is comprehended
Whether consumers yield to (that is, agree with) what they have comprehended
Agreement: Stage 4Agreement: Stage 4
• Comprehension by itself does not ensure that the message influences consumers’ behavior
• Agreement depends on:
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
When does Memory Matter?When does Memory Matter?
When information in memory is used as:
When information in memory is useful for:
When information in memory is not:
A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini Couper
Two-Seater
Cute
Fun to drive
British
Reliable Sophisticated
Small
Sports car
MiniCouper
Little luggagespace
Economical
Nostalgic
Sexy
British racinggreen Women
The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Decision Making: Stage 7Consumer Decision Making: Stage 7
Decision heuristics for decision making:
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
Action: Stage 8Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior
