SUMMARY MARCOM
Inhoudsopgave
Lecture 1 - How marcom works I: explicit attitudes ........................................................................ 3
Literature 1 – De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communications work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson ............................ 9
Lecture 2 - How marcom works II: implicit attitudes ...................................................................... 11
Literature 2 – Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature
brands? New evidence from the implicit association test. Journal of Consumer Research, 35, 178-
188. doi: 10.1086/527341 .............................................................................................................. 16
Literature 3 - Friese, M., Wänke, M., & Plessner, H. (2006). Implicit consumer preferences and their
influence on product choice. Psychology & Marketing, 23, 727-740. doi: 10.1002/mar.201 ........... 18
Lecture 3 – How marcoms work III: persuasion vs. brand salience .................................................. 20
Literature 4 – Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance
of perceived brand di^erentiation. Australasian Marketing Journal, 15, 42-54. doi: 10.1016/S1441-
3582(07)70042-3 ........................................................................................................................... 24
Literature 5 – MacDonald, E.K., & Sharp, B. (2000). Brand awareness e^ects on consumer decision
making for a common, repeat purchase product: A replication. Journal of Business Research, 48,
5-15. doi: 10.1016/S0148-2963(98)00070-8 .................................................................................... 25
Literature 6 – Trembath, R., Romaniuk, J., & Lockshin, L. (2011). Building the destination brand: An
empirical comparison of two approaches. Journal of Travel & Tourism Marketing, 28, 804-816. doi:
10.1080/10548408.2011.623038.................................................................................................... 27
Lecture 4 – What marcom should say: Message content for persuasion.......................................... 29
Literature 7 – Ajzen, I. (2015). Consumer attitudes and behavior: The theory of planned behavior
applied to food consumption decisions. Rivista di Economia Agraria, 70(2), 121-138. doi:
10.13128/REA-18003 ..................................................................................................................... 33
Literature 8 - Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human
Behavior & Emerging Technologies, 314-324. doi: 10.1002/hbe2.195 ............................................ 34
Literature 9 - Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned
behavior. In M.S. Hagger, L.D. Cameron, K. Hamilton, N. Hankonen, & T. Lintunen (Eds.). The
handbook of behavior change (pp. 17-31). Cambridge, UK: Cambridge University Press. doi:
10.1017/97811086773180.002 ...................................................................................................... 36
Lecture 5 - What marcoms should say II: Message content for brand salience ................................ 39
Literature 10 - Romaniuk, J. (2016). Chapter 4: Building mental availability. In J. Romaniuk, & B.
Scharp (Eds). How brands grow Part 2 (pp. 62-86). Oxford University Press. ................................. 43
Literature 11 - Romaniuk, J. (2003). Brand attributes – ‘distribution outlets’ in the mind. Journal of
Marketing Communications, 9, 73-92. doi: 10.1080/1352726032000088896 ................................. 44
, Literature 12 - Romaniuk, J. (2016). Chapter 5: Leveraging distinctive assets. In J. Romaniuk, & B.
Scharp (Eds). How brands grow Part 2 (pp. 87-108). Oxford University Press................................. 47
Literature 13 - Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity:
Measuring the relative ownership potential of brand identity element types. Journal of Brand
Management, 27, 393-407. doi: 10.1057/s41262-020-00187-6 ....................................................... 50
Lecture 6: Where marcoms should say it I: Media planning ............................................................ 54
Literature 14: Voorveld, H., Smit, E., & Neijens, P. (2013). Cross-media advertising: Brand
promotion in an age of media convergence. In S. Diehl, & M. Karmasin (Eds.). Media and
Convergence Management (pp. 117-133. Springer-Verlag Berlin Heidelberg. doi: 10.1007/978-3-
642-36163-0_9 .............................................................................................................................. 58
Literature 15: Lim, J.S., Ri, S.Y., Egan, B.D., & Biocca, F.A. (2015). The cross-platform synergies of
digital video advertising: Implications for cross-media campaigns in television, Internet and
mobile TV. Computers in Human Behavior, 48, 463-472. doi: 10.1016/j.chb.2015.02.001 .............. 59
Lecture 7: Should marcoms say it at all? Marcoms and climate crisis I: The consumer .................... 62
Literature 16: Thøgersen, J. (2021). Consumer behavior and climate change: Consumers need
considerable assistance. Current Opinion in Behavioral Sciences, 42, 9-14. doi:
10.1016/j.cobeha.2021.02.008 ..................................................................................................... 63
Literature 17: Ivanova, D., Barrett, J., Wiedenhofer, D., Macura, B., Callaghan, M., & Creutzig, F.
(2020). Quantifying the potential for climate change mitigation of consumption options.
Environmental Research Letter, 15, 093001. doi: 10.1088/1748-9326/ab8589 ............................... 65
Lecture 8: Should marcoms say it at all? Marcoms and climate crisis II: The advertiser ................... 66
Literature 18: Hartmann, P., Marcos, A., Castro, J., & Apaolaza, V. (2023). Perspectives: Advertising
and climate change – Part of the problem or part of the solution? International Journal of
Advertising, 42, 430-457. doi: 10.1080/02650487.2022.2140963 .................................................... 68
Literature 19: Purpose Disruptors Limited (2022). Advertised Emissions: Temperature Check 2022.
https://www.purposedisruptors.org/advertised-emissions ......................................................... 70
Lecture 9: Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions ........... 70
Literature 20: Habib, R., White, K., Hardisty, D.J., & Zhao, J. (2021). Shifting consumer behavior to
address climate change. Current Opinion in Psychology, 42, 108-113. doi:
10.1016/j.copsyc.2021.04.007 ...................................................................................................... 72
, Lecture 1 - How marcom works I: explicit attitudes
The evolution of Integrated Marketing Communication (IMC)
• Before: Mass media advertising was the main marketing tool.
• 1980s: New tools came in → PR, direct marketing, sales promotions.
• Goal: Coordinate all brand communications so customers get a consistent message.
IMC
• Definition: Strategic process to plan, create, deliver, and evaluate brand communication.
• Focus: Building strong brands with authenticity, trust, and loyalty.
• Key idea: Building relationships, not just selling.
It’s about building relationships
IMC audience contact tools/ touch
points
All the communications brands have
with the consumers
• Intrinsic: Everyday brand–consumer interactions (in stores or use of product)
• Company created: Controlled content (e.g., website, ads).
• Consumer initiated: When customers reach out (e.g., calling support)
• Unexpected: Messages/info outside company control (e.g., word-of-mouth).
à Impact and control diWer: brand-made tools = more control, less impact; unexpected
= less control, more impact.
, How much impact the
touch points have on the
brand.
Example: Advertising is
under the control of the
brand but not a lot of
impact. Unexpected
touch points have a high
impact but are not under
control of the brand.
Integrated Marketing & Communication Planning Model
• Focus on communication process and message development.
• Keeps the “big picture” so brands don’t lose focus. The communication will stay
consistent and focused on the goal.
We will focus on the communication process. The upper level. And developing messages. The
orange boxes on the left. This framework is used to not lose the overall focus.
Inhoudsopgave
Lecture 1 - How marcom works I: explicit attitudes ........................................................................ 3
Literature 1 – De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communications work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson ............................ 9
Lecture 2 - How marcom works II: implicit attitudes ...................................................................... 11
Literature 2 – Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature
brands? New evidence from the implicit association test. Journal of Consumer Research, 35, 178-
188. doi: 10.1086/527341 .............................................................................................................. 16
Literature 3 - Friese, M., Wänke, M., & Plessner, H. (2006). Implicit consumer preferences and their
influence on product choice. Psychology & Marketing, 23, 727-740. doi: 10.1002/mar.201 ........... 18
Lecture 3 – How marcoms work III: persuasion vs. brand salience .................................................. 20
Literature 4 – Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance
of perceived brand di^erentiation. Australasian Marketing Journal, 15, 42-54. doi: 10.1016/S1441-
3582(07)70042-3 ........................................................................................................................... 24
Literature 5 – MacDonald, E.K., & Sharp, B. (2000). Brand awareness e^ects on consumer decision
making for a common, repeat purchase product: A replication. Journal of Business Research, 48,
5-15. doi: 10.1016/S0148-2963(98)00070-8 .................................................................................... 25
Literature 6 – Trembath, R., Romaniuk, J., & Lockshin, L. (2011). Building the destination brand: An
empirical comparison of two approaches. Journal of Travel & Tourism Marketing, 28, 804-816. doi:
10.1080/10548408.2011.623038.................................................................................................... 27
Lecture 4 – What marcom should say: Message content for persuasion.......................................... 29
Literature 7 – Ajzen, I. (2015). Consumer attitudes and behavior: The theory of planned behavior
applied to food consumption decisions. Rivista di Economia Agraria, 70(2), 121-138. doi:
10.13128/REA-18003 ..................................................................................................................... 33
Literature 8 - Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human
Behavior & Emerging Technologies, 314-324. doi: 10.1002/hbe2.195 ............................................ 34
Literature 9 - Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned
behavior. In M.S. Hagger, L.D. Cameron, K. Hamilton, N. Hankonen, & T. Lintunen (Eds.). The
handbook of behavior change (pp. 17-31). Cambridge, UK: Cambridge University Press. doi:
10.1017/97811086773180.002 ...................................................................................................... 36
Lecture 5 - What marcoms should say II: Message content for brand salience ................................ 39
Literature 10 - Romaniuk, J. (2016). Chapter 4: Building mental availability. In J. Romaniuk, & B.
Scharp (Eds). How brands grow Part 2 (pp. 62-86). Oxford University Press. ................................. 43
Literature 11 - Romaniuk, J. (2003). Brand attributes – ‘distribution outlets’ in the mind. Journal of
Marketing Communications, 9, 73-92. doi: 10.1080/1352726032000088896 ................................. 44
, Literature 12 - Romaniuk, J. (2016). Chapter 5: Leveraging distinctive assets. In J. Romaniuk, & B.
Scharp (Eds). How brands grow Part 2 (pp. 87-108). Oxford University Press................................. 47
Literature 13 - Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity:
Measuring the relative ownership potential of brand identity element types. Journal of Brand
Management, 27, 393-407. doi: 10.1057/s41262-020-00187-6 ....................................................... 50
Lecture 6: Where marcoms should say it I: Media planning ............................................................ 54
Literature 14: Voorveld, H., Smit, E., & Neijens, P. (2013). Cross-media advertising: Brand
promotion in an age of media convergence. In S. Diehl, & M. Karmasin (Eds.). Media and
Convergence Management (pp. 117-133. Springer-Verlag Berlin Heidelberg. doi: 10.1007/978-3-
642-36163-0_9 .............................................................................................................................. 58
Literature 15: Lim, J.S., Ri, S.Y., Egan, B.D., & Biocca, F.A. (2015). The cross-platform synergies of
digital video advertising: Implications for cross-media campaigns in television, Internet and
mobile TV. Computers in Human Behavior, 48, 463-472. doi: 10.1016/j.chb.2015.02.001 .............. 59
Lecture 7: Should marcoms say it at all? Marcoms and climate crisis I: The consumer .................... 62
Literature 16: Thøgersen, J. (2021). Consumer behavior and climate change: Consumers need
considerable assistance. Current Opinion in Behavioral Sciences, 42, 9-14. doi:
10.1016/j.cobeha.2021.02.008 ..................................................................................................... 63
Literature 17: Ivanova, D., Barrett, J., Wiedenhofer, D., Macura, B., Callaghan, M., & Creutzig, F.
(2020). Quantifying the potential for climate change mitigation of consumption options.
Environmental Research Letter, 15, 093001. doi: 10.1088/1748-9326/ab8589 ............................... 65
Lecture 8: Should marcoms say it at all? Marcoms and climate crisis II: The advertiser ................... 66
Literature 18: Hartmann, P., Marcos, A., Castro, J., & Apaolaza, V. (2023). Perspectives: Advertising
and climate change – Part of the problem or part of the solution? International Journal of
Advertising, 42, 430-457. doi: 10.1080/02650487.2022.2140963 .................................................... 68
Literature 19: Purpose Disruptors Limited (2022). Advertised Emissions: Temperature Check 2022.
https://www.purposedisruptors.org/advertised-emissions ......................................................... 70
Lecture 9: Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions ........... 70
Literature 20: Habib, R., White, K., Hardisty, D.J., & Zhao, J. (2021). Shifting consumer behavior to
address climate change. Current Opinion in Psychology, 42, 108-113. doi:
10.1016/j.copsyc.2021.04.007 ...................................................................................................... 72
, Lecture 1 - How marcom works I: explicit attitudes
The evolution of Integrated Marketing Communication (IMC)
• Before: Mass media advertising was the main marketing tool.
• 1980s: New tools came in → PR, direct marketing, sales promotions.
• Goal: Coordinate all brand communications so customers get a consistent message.
IMC
• Definition: Strategic process to plan, create, deliver, and evaluate brand communication.
• Focus: Building strong brands with authenticity, trust, and loyalty.
• Key idea: Building relationships, not just selling.
It’s about building relationships
IMC audience contact tools/ touch
points
All the communications brands have
with the consumers
• Intrinsic: Everyday brand–consumer interactions (in stores or use of product)
• Company created: Controlled content (e.g., website, ads).
• Consumer initiated: When customers reach out (e.g., calling support)
• Unexpected: Messages/info outside company control (e.g., word-of-mouth).
à Impact and control diWer: brand-made tools = more control, less impact; unexpected
= less control, more impact.
, How much impact the
touch points have on the
brand.
Example: Advertising is
under the control of the
brand but not a lot of
impact. Unexpected
touch points have a high
impact but are not under
control of the brand.
Integrated Marketing & Communication Planning Model
• Focus on communication process and message development.
• Keeps the “big picture” so brands don’t lose focus. The communication will stay
consistent and focused on the goal.
We will focus on the communication process. The upper level. And developing messages. The
orange boxes on the left. This framework is used to not lose the overall focus.
