Samenvatting Marketing
Lecture 1
IMC model = Strategic business process to plan, develop, execute and evaluate brand
Marketing communications now vs then:
Marcoms now is more focused on building relationships. However, in the end it is about
sales!
How marketing communication work
- They aim at encouraging people to buy or keep buying a particular brand
- How do consumers process and respond to marketing communications?
IMC audience contact tools/touch points: Four basic categories
● Company created touchpoints: planned marketing communications that are
created by the company (example: advertising etc.)
● Intrinsic touchpoints: Interactions between the brand and the consumer(example: a
sales conversation)
● Customer initiated
touchpoints: When consumers
initiates or start the contact
(example: customer files a
complaint)
● unexpected touchpoints:
Contact moments when
consumers receive information
about the brand, but they are
not planned by the company
(example: word of mouth,
mouth to mouth)
De pelsmacker, P., Guens, M. & van den bergh (2013)
Attitude (how much person likes/dislikes a brand)
● Implicit: Spontaneous attitudes
● Explicit: More rational, reasoned
Components of attitudes:
1. Affective (feelings associated
with the object)
2. Cognitive (knowledge, beliefs
and evaluations of object)
3. Behavioral (action readiness with
object)
,“You may love timberland shoes (affective component) because you know they are durable
and convenient to wear (cognitive component) and that is why you want to buy Timberland
the next time you go shopping (behavioral component)”
Models to influence attitude: MAO and elaboration likelihood model
MAO factors
1. Motivation (willingness to engage in behavior, make decisions, pay attention, process
information etc.)
2. Ability (Resources needed to achieve particular goal)
3. Opportunity (Extent to which situation enables person to obtain goal)
→ If one check’s all the MAO factors, then the central route is taken (HIGH): publiek
onderzoekt de inhoud van het bericht in plaats van doorlezen. Voor de centrale overreding
zijn twee elementen nodig: voldoende argumenten/informatie + en bereidheid om deel te
nemen aan de uitwerking
→ if one does not check all the MAO factors, then the peripheral route is taken
(LOW): de doelgroep is minder geinteresseerd en heeft lagere mate van
uitwerking
→ Consumer who wants to buy home cinema system and tries to compare
objectively different brands on several attributes (price, sound, quality etc.)
before making decision
● self generated persuasion
● multi-attribute models
→ Expectancy value model, TPB Theory of planned behavior
(Ajzen/Fishbein)
The expectancy value model is the name of an earlier version of the theory of reasoned
action (TORA) and this, in turn, is earlier version of the theory planned behavior (TPB)
Theory of planned behavior (TPB):
1. Relevant product attributes
2. Evaluation of these attributes
, 3. How consumer believes the brand has these attributes
One can try to change attitudes/behavior
by:
● Add attributes
● Change attribute evaluation (attitude)
● Change control beliefs (attitude)
● Change perceived power (perceived
behavioral control)
● Change subjective norm (perceived
social pressure)
● Change social sensitivity (perceived
social pressure)
● Change brand beliefs (attitude)
Low elaboration likelihood and cognitive attitude formation
Example: when consumers don’t have the time to compare all available brands
on relevant attributes → Heuristic evaluation: brand attitudes based on peripheral cues
(buitenzijde van het lichaam, perifere zenuwstelsel) such as: if george clooney loves
nespresso, then it must be good
Potential heuristic cues:
Low elaboration likelihood, affective attitude formation
1. aad transfer/ feelings transfer: positive evaluation ad may be transferred to
evaluation of the brand
2. mere exposure: prior exposure to stimuli (words, slogans, pictures, sounds)
increases positive affect towards stimuli (liedje hema)
3. classical/emotional conditioning: pairing two elements to trigger happy feelings,
for example: “Have a coke and a smile” or Ferrari making bicycles
unintended counterconditioning: when the positive effects of classical conditioning are
decreasing because of an unintended event. For example: a celebrity is used as the
unconditioned stimulus but got involved in a scandal and becomes disliked.
, Lecture 2
Implicit brand attitudes: Implicit attitudes are referred to as attitudes that influence our
behavior without awareness. More spontaneous.
Explicit brand attitude: marketing communications aim at encouraging people to buy or
keep buying a brand
Drawbacks of explicit attitudes measures:
1. Consumer needs to consciously access and be willing to retrieve attitudes
2. Self-report bias
3. Explicit taps into elaborated thoughts, instead of spontaneous
How to measure implicit brand attitudes?
Use early approaches to prevent self-report biases: The error-choice technique
● It is a knowledge test: participants have to choose between two answer options
● Both options are wrong, but either favorably or unfavorably biased for the product.
One answer reflexes a positive bias towards the product, the other one negative
● The participants underlying attitude towards the product influences tha answer he
gives
→ Example: how much has the fat content of these potato chips been
reduced? 5% or 15% (real answer = 10%)
Different techniques
1. Reaction time based techniques in which no awareness is of what is being
assessed.
2. Most used is the Affect misattribution procedure (AMP): it measures
automatically activated responses based on the misattributions people
make about the sources of their affect or cognitions. Participants are
asked to rate chinese letter, however, are primed with brand logo → If the
picture triggers a spontaneous positive reaction, they are more likely to
evaluate the Chinese letters as pleasant
3. Implicit association test (IAT): a controversial assessment intended to detect
subconscious associations between mental representations of objects in memory
(Stimuli are shown on the screen, if you see a positive picture press ‘a’, negative
picture press ‘L’ and you have to decide quickly
Lecture 1
IMC model = Strategic business process to plan, develop, execute and evaluate brand
Marketing communications now vs then:
Marcoms now is more focused on building relationships. However, in the end it is about
sales!
How marketing communication work
- They aim at encouraging people to buy or keep buying a particular brand
- How do consumers process and respond to marketing communications?
IMC audience contact tools/touch points: Four basic categories
● Company created touchpoints: planned marketing communications that are
created by the company (example: advertising etc.)
● Intrinsic touchpoints: Interactions between the brand and the consumer(example: a
sales conversation)
● Customer initiated
touchpoints: When consumers
initiates or start the contact
(example: customer files a
complaint)
● unexpected touchpoints:
Contact moments when
consumers receive information
about the brand, but they are
not planned by the company
(example: word of mouth,
mouth to mouth)
De pelsmacker, P., Guens, M. & van den bergh (2013)
Attitude (how much person likes/dislikes a brand)
● Implicit: Spontaneous attitudes
● Explicit: More rational, reasoned
Components of attitudes:
1. Affective (feelings associated
with the object)
2. Cognitive (knowledge, beliefs
and evaluations of object)
3. Behavioral (action readiness with
object)
,“You may love timberland shoes (affective component) because you know they are durable
and convenient to wear (cognitive component) and that is why you want to buy Timberland
the next time you go shopping (behavioral component)”
Models to influence attitude: MAO and elaboration likelihood model
MAO factors
1. Motivation (willingness to engage in behavior, make decisions, pay attention, process
information etc.)
2. Ability (Resources needed to achieve particular goal)
3. Opportunity (Extent to which situation enables person to obtain goal)
→ If one check’s all the MAO factors, then the central route is taken (HIGH): publiek
onderzoekt de inhoud van het bericht in plaats van doorlezen. Voor de centrale overreding
zijn twee elementen nodig: voldoende argumenten/informatie + en bereidheid om deel te
nemen aan de uitwerking
→ if one does not check all the MAO factors, then the peripheral route is taken
(LOW): de doelgroep is minder geinteresseerd en heeft lagere mate van
uitwerking
→ Consumer who wants to buy home cinema system and tries to compare
objectively different brands on several attributes (price, sound, quality etc.)
before making decision
● self generated persuasion
● multi-attribute models
→ Expectancy value model, TPB Theory of planned behavior
(Ajzen/Fishbein)
The expectancy value model is the name of an earlier version of the theory of reasoned
action (TORA) and this, in turn, is earlier version of the theory planned behavior (TPB)
Theory of planned behavior (TPB):
1. Relevant product attributes
2. Evaluation of these attributes
, 3. How consumer believes the brand has these attributes
One can try to change attitudes/behavior
by:
● Add attributes
● Change attribute evaluation (attitude)
● Change control beliefs (attitude)
● Change perceived power (perceived
behavioral control)
● Change subjective norm (perceived
social pressure)
● Change social sensitivity (perceived
social pressure)
● Change brand beliefs (attitude)
Low elaboration likelihood and cognitive attitude formation
Example: when consumers don’t have the time to compare all available brands
on relevant attributes → Heuristic evaluation: brand attitudes based on peripheral cues
(buitenzijde van het lichaam, perifere zenuwstelsel) such as: if george clooney loves
nespresso, then it must be good
Potential heuristic cues:
Low elaboration likelihood, affective attitude formation
1. aad transfer/ feelings transfer: positive evaluation ad may be transferred to
evaluation of the brand
2. mere exposure: prior exposure to stimuli (words, slogans, pictures, sounds)
increases positive affect towards stimuli (liedje hema)
3. classical/emotional conditioning: pairing two elements to trigger happy feelings,
for example: “Have a coke and a smile” or Ferrari making bicycles
unintended counterconditioning: when the positive effects of classical conditioning are
decreasing because of an unintended event. For example: a celebrity is used as the
unconditioned stimulus but got involved in a scandal and becomes disliked.
, Lecture 2
Implicit brand attitudes: Implicit attitudes are referred to as attitudes that influence our
behavior without awareness. More spontaneous.
Explicit brand attitude: marketing communications aim at encouraging people to buy or
keep buying a brand
Drawbacks of explicit attitudes measures:
1. Consumer needs to consciously access and be willing to retrieve attitudes
2. Self-report bias
3. Explicit taps into elaborated thoughts, instead of spontaneous
How to measure implicit brand attitudes?
Use early approaches to prevent self-report biases: The error-choice technique
● It is a knowledge test: participants have to choose between two answer options
● Both options are wrong, but either favorably or unfavorably biased for the product.
One answer reflexes a positive bias towards the product, the other one negative
● The participants underlying attitude towards the product influences tha answer he
gives
→ Example: how much has the fat content of these potato chips been
reduced? 5% or 15% (real answer = 10%)
Different techniques
1. Reaction time based techniques in which no awareness is of what is being
assessed.
2. Most used is the Affect misattribution procedure (AMP): it measures
automatically activated responses based on the misattributions people
make about the sources of their affect or cognitions. Participants are
asked to rate chinese letter, however, are primed with brand logo → If the
picture triggers a spontaneous positive reaction, they are more likely to
evaluate the Chinese letters as pleasant
3. Implicit association test (IAT): a controversial assessment intended to detect
subconscious associations between mental representations of objects in memory
(Stimuli are shown on the screen, if you see a positive picture press ‘a’, negative
picture press ‘L’ and you have to decide quickly
