BSAD 155

attitudes

learned predispositions to respond to an object and are some of the most heavily studied concepts in consumer behavior they theoretically summarize the consumer's evaluation of an object (or brand/company) and represent positive or negative feelings and behavioral tendencies related to consumers' purchase behavior

Message sidedness

one-sided message: mentions only positive attributes or benefits two-sided message: presents both good and bad points

subliminal perception

the ability to perceive stimulus that is below the level of conscious awareness

Motivation research techniques

- In-depth interviews: consumer talks freely in unstructured interview to obtain insights into his or her motives, ideas, or opinions - projective techniques: methods allowing consumers to project values, motives, attitudes or needs on some external object - association tests: consumers respond with the first thing that comes to mind when presented with some verbal or pictorial stimulus - focus groups: a group of consumers with similar backgrounds or interests discuss a project, idea or issue

Concept of Integrated Marketing Communications (IMC)

- Involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers - an ongoing strategic business process rather than just a tactical integration of various communication activities - a number of relevant audiences including customers, prospects, suppliers, investors, interest groups, and the general public

Consumer motivation

- Maslow's Hierarchy of Needs - Psychoanalytic Theory and Motivation Research

Message strategy positioning concepts

- Point-of-difference (POD) - Point-of-parity (POP)

Major selling ideas

- Unique selling proposition (something about your brand that is a sustainable competitive advantage ... inimitable) - Creating a brand image (can create a brand image if don't have USP ... Ex: Polo Ralph Lauren created image of preppy, country club, blue blood, wealthy) - Finding the inherent drama (characteristic of the product that makes the consumer purchase it ... based on foundation of consumer benefits with emphasis on dramatic element in expressing those benefits - Positioning (using advertising to establish or position the product or service in a particular place in the consumer's mind)

attitude change strategies

- increasing or changing the strength or belief rating of a brand on an important attribute (Colgate Optic White toothpaste as the best whitening power) - changing consumers perceptions of the importance or value of an attribute (Michelin tires emphasizing higher gas mileage and safety) - adding a new attribute to the attitude formation process (the fact that the product is environmentally friendly (Clorox Green) - changing perceptions of belief ratings for a competing brand (GM showing its cars can compete with anyone's)

Characteristics of Objectives

- specific communications objectives - concrete measurable tasks - well-defined target audience - existing benchmark measure - degree of change sought - specific time period

Ways to Influence or Change Attitudes

-Increase or change the strength or belief rating of a brand on an important attribute -increasing the importance of an attribute -adding an attribute -change the perceptions of belief ratings for a competitive brand

Types of message strategies

-Informational/rational (performance, functional attributes) -emotional/transformational (social/psychological needs) -behavioral

Steps in the consumer decision process

1. Problem recognition 2. Information search 3. Alternative evaluation 4. Purchase decision 5. Postpurchase decision

Steps involved in IMC planning process

1. Review of marketing plan (SWOT, objectives, strategy, marketing mix, implementation, monitor/evaluate performance) 2. Analysis of promotional program situation (Internal analysis and External analysis) 3. Analysis of Communication Process (receiver's response processes; source, message, channel factors; establish communication goals and objectives) 4. Budget determination (set and allocate tentative marketing communications budget) 5. Develop IMC Program (Advertising, direct marketing, digital internet marketing, sales promotion, public relations/publicity, personal selling) 6. Integrate and Implement IMC Strategies (integrate promotional-mix strategies, create/produce ads) 7. Monitor, Evaluate, and Control IMC program (evaluate effectiveness, take measures to control and adjust promotional strategies)

Communication Objectives

AIDA - brand awareness, interest in the brand, desire for the brand, action Think-feel-do - Think (convince 50% of audience that brand X is most durable, 35% aware that X has longest warranty) - Feel (40% of audience feel that X is easiest to do business with, 55% feel that X is most prestigious) - Do (receive 10,00 requests a month for new brochure, have 20% of brand purchases be multiple purchases)

Bottom-Up budgeting (objective and task method)

Bottom-up: objective-and-task method, based on how much is needed to meet communication objectives 1) promo objectives set 2) activities needed to achieve objectives are planned 3) costs of promotion activities are budgeted 4) total promotion budget is approved by top management 5) monitor the promotional effort and reevaluate objectives if necessary

Cognitive vs. Experiential vs. Habitual Decision Making

Cognitive: thinking about practicality/quality of purchase (what fabric of suit, buttons, etc.) Experiential: thinking about the experience from a product (how will I look in this suit?) Habitual: most purchases have been made before

Advertising appeals

Comparative advertising: (appropriate for brands w/ small market shares or new entrants to category... compare to market leader) Fear appeals: ads sometimes use fear to evoke emotional response and arouse individuals to take steps to remove threat (moderate levels of fear tend to work best) Ex: Drug-Free America Humor: aids attention and awareness ... works better on younger audience ... often most memorable ... wears out after certain amount of exposures

Advertising Sales/response functions

Concave-downward response curve: if they are going to be impacted by ad, it will be early on S-Shaped response function: might not get benefit if small budget for advertising (need multiple exposures)

Targeting

Determining how many segments to enter and which segments offer the most potential

Segmentation and Criteria for Segmentation

Dividing a market into distinct groups that (1) have common needs and (2) will respond similarly to marketing action - Geographic (Region, City, Country, Density) - Demographic (Gender, age, race, life stage) - Socioeconomic (Income, education, occupation - Psychographic (Personality, VALS, lifestyles) - Behavioristic (divide consumers by usage/loyal) - Benefit (satisfy specific needs or wants)

Elaboration Likelihood Model

Explains the process by which persuasive commun. lead to persuasion by influencing attitudes Attitude formation or change depends on the amount of elaboration of relevant information that occurs in response to a persuasive message Elaboration is function of 2 elements (motivation to process a message, ability to process a message) Central route to persuasion (playing close attention) Peripheral route to persuasion (consumers don't play close attention, best influenced by other ways like celebs, music, visuals, humor)

the value of objectives

Focus and Coordination: help to orient everyone involved toward one, common goal Plans and Decisions: serve as criteria for developing plans and making decisions Measurement and Control: provide the standards and benchmarks for evaluating results

Components of a print ad

Headline: words in the leading position of the ad Subheads: smaller than the headline, larger than the copy Illustration: visual elements such as drawings or photos Body-copy: the main text portion of a print ad Logo: visual symbol of the product or brand

Creative process (ex: Young's)

Immersion: getting raw materials or data, immersing one's self in the problem to get background Digestion: rumination on the data acquired, turning it this way and that in mind Incubation: ceasing analysis and putting the problem out of conscious mind for a time Illumination: often a sudden inspiration or intuitive revelation about a potential solution Verification: studying the idea, evaluating it, and developing it for practical usefulness

Marginal analysis

Increase spending: if the increased cost is less than the marginal return Decrease spending: if increased cost is more than marginal return Hold spending level: if increased cost is equal to marginal return Problems with Marginal analysis - Assumptions that sales are principal objective of advertising and/or promotion and that this effect can be measure - Assumption that sales are he result of advertising and promotion and nothing else

Source Attributes and Receiver Processing Modes

Power -> Compliance: spokesperson expresses power, customers comply Attractive -> Identification: attractive spokesperson will be persuaded through identification, take on opinions of spokesperson Credibility -> Internalization: credibility of spokesperson believable, trustworthy customers internalize information

Primacy vs. Recency effects

Primacy effect: presenting the strongest arguments at the beginning of the message ... information presented first is most effective Recency effect: putting the strong points at the end ... the last arguments presented are most persuasive

Evaluation of Creative Strategy (the 4 Powers)

Stopping power: during attention device (sight, hearing, smell, taste, touch; doorway to mind) Transmission power: information processor (comprehension) Persuasive power: information processor (acceptance) Locking power: storage device (is message stored)

Push vs. Pull

Push: programs designed to persuade the trade to stock, merchandise, and promote a manufacturer's products ... goal is to push the product through channels of distribution by aggressively selling and promoting the item to the resellers, or trade Pull: spending money on advertising and sales promotion efforts directed toward the utlimate consumer ... goal is to create demand among consumers and encourage them to request product from retailer

Rational vs. emotional appeals

Rational: feature appeals (focus on dominant traits of products), competitive appeals (comparisons to other brands), favorable price appeals, news appeals Emotional appeals: personal states or feelings, social-based feelings

Promotional Planning from Persuasion Matrix

Receiver/comprehension: can the receiver comprehend the ad? Channel/presentation: which media will increase presentation Message/yielding: what type of message will create favorable attitudes Source/attention: who will be effective in getting consumers' attention

Ad-execution techniques

Slice-of-life: based on a problem/solution approach Factual message: relies on a straightforward presentation of information concerning the product or service Testimonial: a person praises the product or service on the basis of his or her personal experience with it

Slogan vs. Tagline

Slogan: communicates position of brand (ex: Motel 6 w/ "lowest price of any national chain") Tagline: don't tell us about position of brand (ex: Motel 6 w/ "we'll leave the light on for you")

Top-down budgeting

Top-down: a budgetary amount is established and then the money is passed down to the various departments (predetermined budgets, no theoretical basis) 1) top management sets the spending limit 2) promotion budget set to stay within spend limit All-you-can-afford approach: only funds that remain after budgeting everywhere else can be used on IMC Percentage of sales approach: fixed percentage of last year's sales or this year's expected sales Competitive parity approach: budget based on how much a competitor has spent

Message Strategy

What is it that they are communicating about their brand? -Marketing objectives (share of market) -marketing strategies (timing, geographical focus, market segments) -brand identity, image, personality -brand attributes, distinctive features -competition's attributes and features -existing position and desired position

Creative briefs (copy platforms)

Written statement that forms the foundation of creative strategy (specifies key elements of creative strategy) prepped by ad agency Creative brief outline 1) Basic problem or issue the advertising must address 2) advertising and communications objectives 3) targeting audience 4) major selling idea or key benefits to communicate 5) creative strategy statement (campaign theme, appeal, execution technique) 6) supporting information and requirements

Meaning Transfer Model

celebrity endorsers bring their meanings and image into the ad and transfer them to the product they are endorsing (Bill Cosby father figure in Cosby Show and Jell-O ads) Steps: 1) Culture: Objects, persons, context, role 1, 2, 3 -> Celebrity 2) Endorsement: Celebrity -> product 3) Consumption: Product -> consumer

DAGMAR

communication effects are the logical basis for advertising goals and objectives against which success or failure should be measure a communication task be based on a hierarchical model of communication process with four stages - awareness: making the consumers aware of the existence of the brand or company - comprehension: developing an understanding of what the product us and what it will do for the customer - conviction: developing a mental disposition in the consumer to buy the product - action: getting the consumer to purchase the product

Selective exposure

consumers choose whether or not to make themselves available to information

selective retention

consumers do not remember all the information they see, hear, or read even after attending to comprehend it

Conclusion drawing

give consumers direct message ... draw conclusions for them

The Persuasion Matrix

helps marketers see how each controllable elements interacts with the consumer's response process (see variables in picture)

selective comprehension

interpreting information on the basis of their own attitudes, beliefs, motives, experiences

Positioning

the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition The positioning a product holds in a consumer's mind (ex: Perceptual Map)

Message Structure

the best way to communicate these points and overcome any opposing viewpoints audience members hold

selective attention

the consumer chooses to focus attention on certain stimuli while excluding others

Perception

the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world - how consumers sense external information - how they select and attend various sources of information - how this information is interpreted and given meaning

The Response Process

understanding the process the receiver may go through in moving toward a specific behavior (like purchasing a product) and how the promotional efforts of the marketer influence consumer responses

multiattribute attitude models

views an attitude object, such as a product or brand, as possessing a number of attributes that provide the basis on which consumers form their attitudes. consumers have beliefs about specific brand attributes and attach different levels of importance to these attributes