Marketing Communication and the Consumer
S_MCC, 2022-2023, 1st period
MCC Lecture Summary and Notes
Beer de Haas
,Inhoudsopgave
Lecture 1: Introduction & How marcoms work I: Explicit attitudes..................................................................4
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.)......................................................................4
Lecture 2: How marcoms work II: Implicit attitudes........................................................................................7
Experiment 1: Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New
evidence from the implicit association test..........................................................................................................7
Friese, M., Wänke, M., & Plessner, H. (2006). Implicit consumer preferences and their influence on product
choice...................................................................................................................................................................9
Experiment 2: Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New
evidence from the implicit association test..........................................................................................................9
Lecture 3: How marcoms work III: Persuasion vs. Brand Salience..................................................................10
Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand
differentiation....................................................................................................................................................11
MacDonald, E.K., & Sharp, B. (2000). Brand awareness effects on consumer decision making for a common,
repeat purchase product: A replication.............................................................................................................11
Trembath, R., Romaniuk, J., & Lockshin, L. (2011). Building the destination brand: An empirical comparison of
two approaches..................................................................................................................................................13
Lecture 5: Social Influencer Marketing.......................................................................................................... 13
Jin, S. A., & Phua, J. J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based
electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social
identification with celebrities.............................................................................................................................14
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact
of number of followers and product divergence on brand attitude...................................................................17
Lecture 6: Branded video content marketing................................................................................................ 19
Van Reijmersdal, E., Neijens, P., & Smit, E.G. (2009). A new branch of advertising: Reviewing factors that
influence reactions to product placement.........................................................................................................19
Jensen, J.A., Walsh, P., Cobbs, J., & Turner, B.A. (2015). The effects of second screen use on sponsor brand
awareness: A dual coding theory perspective....................................................................................................21
Lecture 7: Mediaplanning............................................................................................................................. 23
Nordhielm, C. L. (2002). The Influence of level of processing on advertising repetition Effects........................25
McCoy, S., Everard, A., Galletta, D. F., & Moody, G. D. (2017). Here we go again! The impact of web-site ad
repetition on recall, intrusiveness, attitudes, and site revisit intentions...........................................................27
Lecture 10: Mediaplanning II Mobile display advertising & synergy effects.....................................................29
Bart, Y., Stephen, A.T., & Sarvary, M. (2014). Which products are best suited to mobile advertising? A field
study of mobile display advertising effects on consumer attitudes and intentions...........................................29
Tang, T., Newton, G.D., & Wang, X. (2007). Does synergy work? An examination of cross-promotion effects.
............................................................................................................................................................................30
2
, Varan, D., Murphy, J., Hofacker, C.F., Robinson, J.A., Potter, R.F., & Bellman, S. (2013). What works best
when combining television sets, pcs, tablets, or mobile phones? How synergies across devices result from
cross-device effects and cross-format synergies................................................................................................31
3
,Lecture 11: e-Wom....................................................................................................................................... 32
Eisingerich, A.B., Chun, H.H., Liu, Y., Jia, H., & Bell, S.J. (2015). Why recommend a brand face-to-face but not
on Facebook? How word-of-mouth on online social sites differs from traditional word-of- mouth.................33
Thorbjørnsen, H., Ketelaar, P., Van ‘t Riet, J., & Dahlén, M. (2015). How do teaser advertisements boost word
of mouth about new products? For consumers, the future is more exciting than the present.........................36
Lecture 12 – Bricks vs. clicks: Online consumer behavior...............................................................................38
Van Noort, G., Kerkhof, P., & Fennis, B.M. (2008). The persuasiveness of online safety cues: The impact of
prevention focus compatibility of web content on consumers’ risk perceptions, attitudes, and intentions.....39
Van Noort, G., Voorveld, H.A.M., & Van Reijmersdal, E.A. (2012). Interactivity in brand web sites: Cognitive,
affective, and behavioral responses explained by consumers’ online flow experience.....................................41
4
,Lecture 1: Introduction & How marcoms work I: Explicit
attitudes
IMC Model = Strategic Business process to plan, develop, execute and evaluate brand.
Marcoms now vs then:
Marcoms now is more focused on building relationships. However, in the end it is about
sales!
IMC audience contact tools/touch points: Four basic categories
Company created touch points
Intrinsic touch points
Unexpected touch points
Customer-initiated touch points
These touchpoints differ in the control the company has over them.
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.)
Attitudes
- Implicit: Spontaneous attitudes
- Explicit: More rational, reasoned
Both of these perspectives need persuasive actions. There is a need to convice the consumer
to buy the brand.
Attitude formation and change
Attitude towards the brand (Ab)
- How much the person likes/dislikes the brand
- Extend to which a person holds a favorable view of the brand
Components of attitude
5
,Models to influence attitude: MAO, ELM
In order to influence attitude, one must look at which Ab component to target and what
processing route is engaged within the Elaboration Likelihood Model.
If one check’s all the MAO factors, then the central route is taken
If one does not check all the MAO factors, the peripheral route is taken.
MAO Factors:
- Motivation
- Ability
- Opportunity
High Elaboration likelihood, cognitive attitude formation
Self-generated persuasion
Multi-attribute model
Expectancy-value model, TPB
6
, Theory of planned behavior: means that one can try to change attitudes/behavior by
- Add attributes
- Change attribute evaluation
- Change control beliefs
- Change perceived power
- Change subjective norm
- Change social sensitivity
- Change brand beliefs
Low Elaboriation likelihood, cognitive attitude formation
Heuristic Evaluation
Low elaboration likelihood, affective attitude formation
Aad transfer / feelings transfer
Mere exposure
Classical/emotional conditioning
Aad transfer: Positive evaluation ad may be transferred to evaluation of the brand.
Mere exposure: Prior exposure to ad might increase positive affect towards ad. Ad exposure
can increase brand liking, and increases likelihood of entering consideration set.
Classical Conditioning: Pairing a brand with positive stimuli.
Expansion on classical conditioning
There is scientific evidence for classical conditioning: It can work! However, the effect can
also rub off on imitation brands that look similar (e.g. mouthwash Garra and Gurra). This is
called stimulus generalization.
Order of classical conditioning
Forward conditioning is better than backwards conditioning
- Changes in liking the brand are larger when positive material is presented afterwards.
Conclusion
- Marcoms is about building relationships (but with sales)
- 4-kinds of touch points
- No single model explains how marcoms work
- Classify models using 2 dimensions (attitude, ELM).
- For the exam, know when to use what model!!
7
S_MCC, 2022-2023, 1st period
MCC Lecture Summary and Notes
Beer de Haas
,Inhoudsopgave
Lecture 1: Introduction & How marcoms work I: Explicit attitudes..................................................................4
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.)......................................................................4
Lecture 2: How marcoms work II: Implicit attitudes........................................................................................7
Experiment 1: Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New
evidence from the implicit association test..........................................................................................................7
Friese, M., Wänke, M., & Plessner, H. (2006). Implicit consumer preferences and their influence on product
choice...................................................................................................................................................................9
Experiment 2: Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New
evidence from the implicit association test..........................................................................................................9
Lecture 3: How marcoms work III: Persuasion vs. Brand Salience..................................................................10
Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand
differentiation....................................................................................................................................................11
MacDonald, E.K., & Sharp, B. (2000). Brand awareness effects on consumer decision making for a common,
repeat purchase product: A replication.............................................................................................................11
Trembath, R., Romaniuk, J., & Lockshin, L. (2011). Building the destination brand: An empirical comparison of
two approaches..................................................................................................................................................13
Lecture 5: Social Influencer Marketing.......................................................................................................... 13
Jin, S. A., & Phua, J. J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based
electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social
identification with celebrities.............................................................................................................................14
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact
of number of followers and product divergence on brand attitude...................................................................17
Lecture 6: Branded video content marketing................................................................................................ 19
Van Reijmersdal, E., Neijens, P., & Smit, E.G. (2009). A new branch of advertising: Reviewing factors that
influence reactions to product placement.........................................................................................................19
Jensen, J.A., Walsh, P., Cobbs, J., & Turner, B.A. (2015). The effects of second screen use on sponsor brand
awareness: A dual coding theory perspective....................................................................................................21
Lecture 7: Mediaplanning............................................................................................................................. 23
Nordhielm, C. L. (2002). The Influence of level of processing on advertising repetition Effects........................25
McCoy, S., Everard, A., Galletta, D. F., & Moody, G. D. (2017). Here we go again! The impact of web-site ad
repetition on recall, intrusiveness, attitudes, and site revisit intentions...........................................................27
Lecture 10: Mediaplanning II Mobile display advertising & synergy effects.....................................................29
Bart, Y., Stephen, A.T., & Sarvary, M. (2014). Which products are best suited to mobile advertising? A field
study of mobile display advertising effects on consumer attitudes and intentions...........................................29
Tang, T., Newton, G.D., & Wang, X. (2007). Does synergy work? An examination of cross-promotion effects.
............................................................................................................................................................................30
2
, Varan, D., Murphy, J., Hofacker, C.F., Robinson, J.A., Potter, R.F., & Bellman, S. (2013). What works best
when combining television sets, pcs, tablets, or mobile phones? How synergies across devices result from
cross-device effects and cross-format synergies................................................................................................31
3
,Lecture 11: e-Wom....................................................................................................................................... 32
Eisingerich, A.B., Chun, H.H., Liu, Y., Jia, H., & Bell, S.J. (2015). Why recommend a brand face-to-face but not
on Facebook? How word-of-mouth on online social sites differs from traditional word-of- mouth.................33
Thorbjørnsen, H., Ketelaar, P., Van ‘t Riet, J., & Dahlén, M. (2015). How do teaser advertisements boost word
of mouth about new products? For consumers, the future is more exciting than the present.........................36
Lecture 12 – Bricks vs. clicks: Online consumer behavior...............................................................................38
Van Noort, G., Kerkhof, P., & Fennis, B.M. (2008). The persuasiveness of online safety cues: The impact of
prevention focus compatibility of web content on consumers’ risk perceptions, attitudes, and intentions.....39
Van Noort, G., Voorveld, H.A.M., & Van Reijmersdal, E.A. (2012). Interactivity in brand web sites: Cognitive,
affective, and behavioral responses explained by consumers’ online flow experience.....................................41
4
,Lecture 1: Introduction & How marcoms work I: Explicit
attitudes
IMC Model = Strategic Business process to plan, develop, execute and evaluate brand.
Marcoms now vs then:
Marcoms now is more focused on building relationships. However, in the end it is about
sales!
IMC audience contact tools/touch points: Four basic categories
Company created touch points
Intrinsic touch points
Unexpected touch points
Customer-initiated touch points
These touchpoints differ in the control the company has over them.
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.)
Attitudes
- Implicit: Spontaneous attitudes
- Explicit: More rational, reasoned
Both of these perspectives need persuasive actions. There is a need to convice the consumer
to buy the brand.
Attitude formation and change
Attitude towards the brand (Ab)
- How much the person likes/dislikes the brand
- Extend to which a person holds a favorable view of the brand
Components of attitude
5
,Models to influence attitude: MAO, ELM
In order to influence attitude, one must look at which Ab component to target and what
processing route is engaged within the Elaboration Likelihood Model.
If one check’s all the MAO factors, then the central route is taken
If one does not check all the MAO factors, the peripheral route is taken.
MAO Factors:
- Motivation
- Ability
- Opportunity
High Elaboration likelihood, cognitive attitude formation
Self-generated persuasion
Multi-attribute model
Expectancy-value model, TPB
6
, Theory of planned behavior: means that one can try to change attitudes/behavior by
- Add attributes
- Change attribute evaluation
- Change control beliefs
- Change perceived power
- Change subjective norm
- Change social sensitivity
- Change brand beliefs
Low Elaboriation likelihood, cognitive attitude formation
Heuristic Evaluation
Low elaboration likelihood, affective attitude formation
Aad transfer / feelings transfer
Mere exposure
Classical/emotional conditioning
Aad transfer: Positive evaluation ad may be transferred to evaluation of the brand.
Mere exposure: Prior exposure to ad might increase positive affect towards ad. Ad exposure
can increase brand liking, and increases likelihood of entering consideration set.
Classical Conditioning: Pairing a brand with positive stimuli.
Expansion on classical conditioning
There is scientific evidence for classical conditioning: It can work! However, the effect can
also rub off on imitation brands that look similar (e.g. mouthwash Garra and Gurra). This is
called stimulus generalization.
Order of classical conditioning
Forward conditioning is better than backwards conditioning
- Changes in liking the brand are larger when positive material is presented afterwards.
Conclusion
- Marcoms is about building relationships (but with sales)
- 4-kinds of touch points
- No single model explains how marcoms work
- Classify models using 2 dimensions (attitude, ELM).
- For the exam, know when to use what model!!
7
