IMC DA 2 1 MarCom Theories

7/30/2019 IMC DA 2 1 MarCom Theories

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1-MarComwww.marketingPlanNOW.com1

Marketing

CommunicationMarketing Communication TheoriesPart TWO out of Four(2.1)

Danny Abramovich

Marketing Plan Specialist
http://www.marketingplannow.com/http://www.marketingplannow.com/


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Course Introduction, Main Topics

Background: CB

Human Communication

Marketing CommunicationCreativity

Integrated MarCom

Global IMC


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2. MarCom4 Introduction

Information

Human Communication

Communication-Mix

--- or ---

Marketing Communication

= MarCom!

0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC
http://www.marketingplannow.com/http://www.marketingplannow.com/http://www.marketingplannow.com/


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2. MarCom4 Goals

Provide information.

Manage demand and sales.

Communicate unique selling points

Enhance positioning.

Build brand equity.

Influence attitudes and behavior.

Increase market share!


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2. MarCom4 Theoretical Background

BASIC ASSUMPTION:

Consumers move through a step by step

process as they receive marketinginformation and move toward a

decision.

This is called: Hierarchy of Effects!


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2. MarCom4 Hierarchy of Effects!

Awareness levels that customers must

go THRU: unawareness

awareness

comprehension

conviction

action

(Burnett and Moriarty, 1998)


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2. MarCom4 Hierarchy of Effects!

Hierarchy of EffectsModel


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2. MarCom4 Response Models

BehaviorTrial

Adoption

PurchaseActionBehavioral

Yielding

Retention

EvaluationLinking

Preference

Conviction

Interest

Desire

Affective

Presentation

Attention

Awareness

Interest

Awareness

Knowledge

AttentionCognitive

Information

processing

Innovation

adoption

Hierarchy

of effects

AIDA

(1925)

Model

Stages


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2. MarCom4 DAGMAR - model#4

DAGMAR - Defining Advertising GoalsforMeasured Advertising Results

The basic hierarchy of effects model is AIDAdeveloped by E. K. Strong (1925).

Many variations have been made on thisoriginal model, including Colley's DAGMARmodel with a sequence as follows: awareness,

comprehension, conviction, and action.

(Colley, 1961)


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2. MarCom4 IPM - model#5

(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An

Information Processing Model of Advertising Effectiveness,"Behavioral and

Management Sciences in Marketing, Davis and A.J. Silk, 1978.)

Information Processing Model (IPM)

ofAdvertising Effectiveness: 6 Steps


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2. MarCom4 IPM - model#5

Information Processing Model (IPM)

ofAdvertising Effectiveness: 8 Steps

1. Exposure

2. Perception

3. Comprehension

4. Agreement

5. Retention

6. Retrieval

7. Decision-making

8. Action

(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An

Information Processing Model of Advertising Effectiveness,"Behavioral and

Management Sciences in Marketing, Davis and A.J. Silk, 1978.)


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2. MarCom4 ELM - model#6

Elaboration-likelihood Model (ELM)

A s s u m p t i o n s :

People are overloaded with persuasive messages.It is impossible to evaluate every message.

People process messages in two main ways:

Central - elaborated (major decisions).

Peripheral - not elaborated (minor decisions).

(Petty & Cacioppo, 1986)


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Central - elaborated (major decisions).not elaborated (minor-Peripheral


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Central - elaborated (major decisions).not elaborated (minor-Peripheral


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Peripheral Processing:

Driven more by who rather than what.Explains learning & attribution theories.

Tends to produce less permanent impact:

Short-term.

Lower-level of commitment.


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Practical Outcome:

Determine which route the audiences are

taking to process a message.

Select a strategy based on that route.

Develop tactics based on strategy:Central route more logical arguments, evidence-based.

Peripheral route use learning & attribution theories.


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2. MarCom4 Supporting Model - a

Push/ Pull Communications

PUSH-Through Communications

Activities targeting channel intermediaries tomotivate resellers to become more aggressive

in customer communications.

The overall objective is to increase reseller

support and market coverage.


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Push/ Pull Communications

PULL-Through Communications

Activities used by manufacturers and suppliersto target final customers and to create customer

demand (pull). The objective is to move goods

and services forward in the distribution

channels by pre-selling final customers.


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PULL-Through Communications

Coupons

Price-off deals

Refunds/rebates

Sampling, free trial

Frequency/loyalty programs

Point-of-purchase advertising


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2. MarCom4 Supporting Model - b

FCB Grid Working in Foote,

Cone & Belding (FCB) advertising

agency, Richard Vaughn has incorporated

a model that allows to understand peoplesattitude toward advertising (1980).

It is based on two dimensions:

1. Level ofInvolvement.

2. Thinking/ Feeling-related products.


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2. MarCom4 Supporting Model - bproducts

Level of

Involvement

> FCB Grid


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The

Thinker

The

Reactor

The

Feeler

The

Doer

products

Level of

Involvement

> FCB Grid


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The

Thinker

L-F-D

The

Reactor

D-F-L

The

Feeler

F-L-D

The

Doer

D-L-F

Learn=information

Feel=attitude

Do=behavior

products

Level of

Involvement

> FCB Grid


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Learn=information

Feel=attitude

Do=behavior

products

Level of

Involvement

> FCB Grid


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Beer

D-F-L

Detergent

D-L-F

products

Learn=information

Feel=attitude

Do=behavior

Level of

Involvement

> FCB Grid

Perfume

F-L-D

Life insurance

L-F-D


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Learn=information

Feel=attitude

Do=behavior

products

Level of

Involvement

> FCB Grid


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Beer

D-F-L

products

Learn=information

Feel=attitude

Do=behavior

Level of

Involvement

> FCB Grid

Perfume

F-L-D

Life insurance

L-F-D

Detergent

D-L-F


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2. MarCom4 Persuasion Matrix

BehaviorTrial

Adoption

PurchaseActionBehavioral

Yielding

Retention

EvaluationLinking

Preference

Conviction

Interest

Desire

Affective

Presentation

Attention

Comprehension

Awareness

Interest

Awareness

Knowledge

AttentionCognitive

Information

processing

Innovation

adoption

Hierarchy of

effects

AIDA

(1925)

Model

Stages

Pe

rsuasion

Matrix


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2. MarCom4Promotional Planning

1. Receiver/ comprehension

Can the receiver comprehend the ad?

2. Channel/ presentation

Which media will increase presentation?

3. Message/ yielding

What type of message will create favorable attitude?

4. Source/ attention

Who will be effective in getting consumers attention?


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Independent variables: The Communications Components

Source Message Channel Receiver Destination

4

3

2

1

Messagepresentation

Attention

Comprehension

Yielding

Retention

Behavior

Dependent

Variables

2. MarCom4 Persuasion Matrix


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2. MarCom4Message Recall

Recall

Beginning Middle End


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Sex

2. MarCom4Message Appeal

Subliminal techniques.

Sex increases attention.

Brand recall is lower.

May interfere message.

Attitudesand

Attitudechan

ge


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Sex

Humor


Used in 30% of all ads.

Score in recall tests.

Attitudesand

Attitudechan

ge


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Sex

Humor

Fear


Solutions to anxiety.

If-than approach.

fear can backfire.

Attitudesand

Attitudechan

ge


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Sex

Humor

Fear


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Sex

Humor

Fear

Metaphors


When a

word or

phrase

is applied to something it does not literally resemblein order to emphasize particular qualities.

Attitudesand

Attitudechan

ge


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Sex

Humor

Fear

Metaphors

Rational


Suites for:

- Printed media,

- B2B advertisers,

- involvement products.


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Sex

Humor

Fear

Metaphors

Rational

Suites for:

- Printed media,

- involvement products.


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Sex

Humor

Fear

Metaphors

Rational

Emotional


This ad for a nonprofit animal rights and rescue group

draws on viewers sympathies toward animals.

Attitudesand

Attitudechan

ge


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Sex

Humor

Fear

Metaphors

Rational

Emotional

Comparative



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Sex

Humor

Fear

Metaphors

Rational

Emotional

Comparative



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2. MarCom; Theory & Planning

Next Issue: MarCom Elements


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Marketing

CommunicationMarketing Communication TheoriesPart TWO out of Four(2.1)Danny Abramovich

Marketing Plan Specialist


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Chapter2

marketing

communication

,

cont.(2.2)

Documents

IMC DA 2 1 MarCom Theories