Lecture 1 – Introduction & How marcoms work I: Explicit attitudes
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 Berg (Eds.), Marketing
Communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
Belch, G.E., & Belch, M.A. (2015, Chapter 1). An introduction to integrated marketing
communications. In G.E. Belch, & M.A. Belch (Eds.), Advertising and promotion: An integrated
marketing communications perspective (10th ed., pp. 3-39)
Integrated Marketing Communications (IMC) (Belch & Belch, 2015)
- IMC
o Strategic business process to plan, develop, execute and evaluate brand
communications programs
o Big-picture on building strong brands
IMC perspective, het gaat in dit model om:
- Coordinate various promotional elements
- Identify most effective ways of communication à Alle communicatiemiddelen beoordelen;
wat zijn de meest effectieve manieren om communicatie in te zetten; bijv; hoe jongeren
benaderen
- Enabling marketeers to create a consistent and unified image
Advertentie inkomsten stijgen vooral à budgetten verschuiven ook van offline naar online.
Micromarketing; een vorm is: location based marketing à je loopt langs starbucks en je krijgt een
paar minuten laten een advertentie op starbucks op je telefoon
Marcoms now is about building relationships (Belch &
Belch, 2015, p.17)
- Changing strategy: digital first strategy or digital
by default -à Relatie tussen marketeer en
consument is aan het veranderen
- Relatiemarketing à doelstelling van marketing was
paar jaar geleden juist veel verkoop (sales), nu tijdens
het relatietijdperk gaat het veel meer over relaties
opbouwen.
- Using marcom to protect/ increase market share à at
the end it leads to sales.
Social consumer decision journey
1. consumer considers purchase à views your band on
retailer site and is impressed by enthusiastic user reviews
2. consumer evaluates brand à watches youtube video
posted by enthusiastic owner showing the product’s innovative uses
3. consumer buys productà photographs the product in store, posts it for other to comment on, and
receives personal message with coupon from the brand
4. consumer interact with brand after purchaseàfollows your expert on twitter to receive product
updates, retweets to friends
5. consumer advocates for brandà comments on your representative helpful advice in a user form,
then likes your facebook page
6. consumer bondsà tips friends on foursquare after revisiting your store to purchase again
IMC Audience Contact Tools / Touch Points (Belch & Belch, 2015)
,Marketeers have many different contact tools/ touch points to communicate with consumers of other
stake holders.
In general there are 4 categories:
1. Company created touchpoints
o All the planned marketing communications
o All created by the company
o One way to communicate with the consumers
o Advertenties / websites
2. Intrinsic touch points
o All interactions between brand and consumers
o Think about sales or advice point
o Bv. Sales talk / advice talk
3. Customer initiated touch points
o Consumer start the contact
o In case of a complain
4. Unexpected touch points
o Consumers get information about the brand that is unplanned by the company
o Think about WOM of eWOM
The way in which brand and consumers communicate differ in aspect of:
- The relative impact (low -> high) and
- The ability to control / influence (low -> high)
- The planned: company-related have a low relative
impact but high ability to control/influence
- Unexpected tp: relative high impact, much more
difficult to control for the company ( bv WOM)
IMC Planning Model (Belch & Belch, 2015)
,Conclusions:
- We learned about the need for a IMC
- Integrated Marketing Communication (IMC) is strategic process to plan, develop, execute and
evaluate brand communication programs
- The IMC helps companies identify the most effective ways for communication and
coordinate various promotional elements enabling to create a consistent and unified image to
the outside world
- Marketing is entering relationship era and is all about trust, transparency and engagement
- Many marketers are taking a touch point perspective to develop IMC Programs
How marcoms work
We will look at the models
- General idea is that they describe roots that lead to explicit brand attitudes
- How marcom can influence brand attitudes
- Attitudes predict consumer behavior
- Idea is that these attitudes how positive they are about the brand can positively influence their
behavior
Today’s topic
- How do consumers process and respond to marcoms (e.g., advertising)?
o Attitude formation and change > Attitude components > Elaboration
likelihood
Attitude formation and change
- Attitude toward the brand
o How much person likes/dislikes brand
o Extent to which person holds favorable/unfavorable view of brand
- 3 components
o Good to think about to get grip on how marcoms work
Attitude formation and change
- How do consumers process and respond to marcoms?
o Difficult to predict: a lot of models
o Influenced by many factors (eg. Goals, product type, involvement, situation)
o No single model
2 dimensies classifying models/processes:
- Hierarchy-of-effects models: assumes that things have to happen in a certain order, implying
that the earlier effects form necessary conditions in order for the later effects to occur. These
models say that consumers go through three different stages in responding to marketing
communications: 1) a cognitive stage, 2) an affective stage, 3) a conative/behavioral stage, aka
think-feel-do sequence
o Cognitive stage: consumers engage in mental processes which lead to awareness and
knowledge of the brand communicated
, o Affective stage: emotional or feeling responses occur which are associated with the
advertised brand, and attitudes towards the brand are formed à affective reactions
may only be formed when the need for an evaluation arises (in contrast to the
cognitive state which happens effortlessly)
o Conative/behavioral stage: undertaking actions with respect to the advertised brand,
such as buying the product
- Elaboration level of marcoms message
o High vs low
§ High: central route processing. Willing to elaborate on the information,
evaluate the argument and find out what the info really has to offer.
§ Low: peripherally route. Based on simple, peripheral cues, attractiveness,
background music, number of arguments etc.
o Depends on MAO factors
o These are connected. If you see a tv commercial and you want to think about which
model can explain tv commercial. 1. What attitude component is mainly targeted? 2.
How will consumers process this commercial (ELM)
- MAO factors
o Motivation
§ Willingness to engage in behavior, make decisions, pay attention, process
information etc.
o Ability
§ Resources needed to achieve particular goal
o Opportunity
§ Extent to which situation enables person to obtain goal
- Answer to all the questions is yes
à central processing / route
- Answer to one question or to all is no
à persuasive cue present (overtuigend)
o Yes: peripheral processing:
temporary attitude change
o No: no processing: retain initial
attitude
Classifying models / processes
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 Berg (Eds.), Marketing
Communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
Belch, G.E., & Belch, M.A. (2015, Chapter 1). An introduction to integrated marketing
communications. In G.E. Belch, & M.A. Belch (Eds.), Advertising and promotion: An integrated
marketing communications perspective (10th ed., pp. 3-39)
Integrated Marketing Communications (IMC) (Belch & Belch, 2015)
- IMC
o Strategic business process to plan, develop, execute and evaluate brand
communications programs
o Big-picture on building strong brands
IMC perspective, het gaat in dit model om:
- Coordinate various promotional elements
- Identify most effective ways of communication à Alle communicatiemiddelen beoordelen;
wat zijn de meest effectieve manieren om communicatie in te zetten; bijv; hoe jongeren
benaderen
- Enabling marketeers to create a consistent and unified image
Advertentie inkomsten stijgen vooral à budgetten verschuiven ook van offline naar online.
Micromarketing; een vorm is: location based marketing à je loopt langs starbucks en je krijgt een
paar minuten laten een advertentie op starbucks op je telefoon
Marcoms now is about building relationships (Belch &
Belch, 2015, p.17)
- Changing strategy: digital first strategy or digital
by default -à Relatie tussen marketeer en
consument is aan het veranderen
- Relatiemarketing à doelstelling van marketing was
paar jaar geleden juist veel verkoop (sales), nu tijdens
het relatietijdperk gaat het veel meer over relaties
opbouwen.
- Using marcom to protect/ increase market share à at
the end it leads to sales.
Social consumer decision journey
1. consumer considers purchase à views your band on
retailer site and is impressed by enthusiastic user reviews
2. consumer evaluates brand à watches youtube video
posted by enthusiastic owner showing the product’s innovative uses
3. consumer buys productà photographs the product in store, posts it for other to comment on, and
receives personal message with coupon from the brand
4. consumer interact with brand after purchaseàfollows your expert on twitter to receive product
updates, retweets to friends
5. consumer advocates for brandà comments on your representative helpful advice in a user form,
then likes your facebook page
6. consumer bondsà tips friends on foursquare after revisiting your store to purchase again
IMC Audience Contact Tools / Touch Points (Belch & Belch, 2015)
,Marketeers have many different contact tools/ touch points to communicate with consumers of other
stake holders.
In general there are 4 categories:
1. Company created touchpoints
o All the planned marketing communications
o All created by the company
o One way to communicate with the consumers
o Advertenties / websites
2. Intrinsic touch points
o All interactions between brand and consumers
o Think about sales or advice point
o Bv. Sales talk / advice talk
3. Customer initiated touch points
o Consumer start the contact
o In case of a complain
4. Unexpected touch points
o Consumers get information about the brand that is unplanned by the company
o Think about WOM of eWOM
The way in which brand and consumers communicate differ in aspect of:
- The relative impact (low -> high) and
- The ability to control / influence (low -> high)
- The planned: company-related have a low relative
impact but high ability to control/influence
- Unexpected tp: relative high impact, much more
difficult to control for the company ( bv WOM)
IMC Planning Model (Belch & Belch, 2015)
,Conclusions:
- We learned about the need for a IMC
- Integrated Marketing Communication (IMC) is strategic process to plan, develop, execute and
evaluate brand communication programs
- The IMC helps companies identify the most effective ways for communication and
coordinate various promotional elements enabling to create a consistent and unified image to
the outside world
- Marketing is entering relationship era and is all about trust, transparency and engagement
- Many marketers are taking a touch point perspective to develop IMC Programs
How marcoms work
We will look at the models
- General idea is that they describe roots that lead to explicit brand attitudes
- How marcom can influence brand attitudes
- Attitudes predict consumer behavior
- Idea is that these attitudes how positive they are about the brand can positively influence their
behavior
Today’s topic
- How do consumers process and respond to marcoms (e.g., advertising)?
o Attitude formation and change > Attitude components > Elaboration
likelihood
Attitude formation and change
- Attitude toward the brand
o How much person likes/dislikes brand
o Extent to which person holds favorable/unfavorable view of brand
- 3 components
o Good to think about to get grip on how marcoms work
Attitude formation and change
- How do consumers process and respond to marcoms?
o Difficult to predict: a lot of models
o Influenced by many factors (eg. Goals, product type, involvement, situation)
o No single model
2 dimensies classifying models/processes:
- Hierarchy-of-effects models: assumes that things have to happen in a certain order, implying
that the earlier effects form necessary conditions in order for the later effects to occur. These
models say that consumers go through three different stages in responding to marketing
communications: 1) a cognitive stage, 2) an affective stage, 3) a conative/behavioral stage, aka
think-feel-do sequence
o Cognitive stage: consumers engage in mental processes which lead to awareness and
knowledge of the brand communicated
, o Affective stage: emotional or feeling responses occur which are associated with the
advertised brand, and attitudes towards the brand are formed à affective reactions
may only be formed when the need for an evaluation arises (in contrast to the
cognitive state which happens effortlessly)
o Conative/behavioral stage: undertaking actions with respect to the advertised brand,
such as buying the product
- Elaboration level of marcoms message
o High vs low
§ High: central route processing. Willing to elaborate on the information,
evaluate the argument and find out what the info really has to offer.
§ Low: peripherally route. Based on simple, peripheral cues, attractiveness,
background music, number of arguments etc.
o Depends on MAO factors
o These are connected. If you see a tv commercial and you want to think about which
model can explain tv commercial. 1. What attitude component is mainly targeted? 2.
How will consumers process this commercial (ELM)
- MAO factors
o Motivation
§ Willingness to engage in behavior, make decisions, pay attention, process
information etc.
o Ability
§ Resources needed to achieve particular goal
o Opportunity
§ Extent to which situation enables person to obtain goal
- Answer to all the questions is yes
à central processing / route
- Answer to one question or to all is no
à persuasive cue present (overtuigend)
o Yes: peripheral processing:
temporary attitude change
o No: no processing: retain initial
attitude
Classifying models / processes
