Inhoudsopgave
Lecture 1........................................................................................................................................................ 5
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......................................................................................... 5
..................................................................................................................................................................... 5
Hierarchy-of-effects models.................................................................................................................................5
Attitude formation and change............................................................................................................................7
High elaboration likelihood, cognitive attitude formation.................................................................................10
Low elaboration likelihood, cognitive attitude formation..................................................................................12
High elaboration likelihood, affective attitude formation..................................................................................12
Low elaboration likelihood, affective attitude formation...................................................................................13
High elaboration likelihood, behavioural attitude formation............................................................................16
Low elaboration likelihood, behavioural attitude formation.............................................................................18
Causes and consequences of irritation evoked by advertising...........................................................................19
Advertising and brand confusion.......................................................................................................................20
Lecture 2..................................................................................................................................................... 21
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....................22
Experiment 1......................................................................................................................................................24
Experiment 2......................................................................................................................................................27
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.20126.........................................................30
Experiment.........................................................................................................................................................32
Results................................................................................................................................................................32
Discussion...........................................................................................................................................................33
Lecture 3...................................................................................................................................................... 34
Evidence concerning the importance of perceived brand differentiation, by Jenni Romaniuk, Byron Sharp &
Andrew Ehrenberg (2007)............................................................................................................................ 34
Brand differentiation: the marketing tenet........................................................................................................34
Theoretical development....................................................................................................................................34
Differentiation in marketing...............................................................................................................................34
Expected empirical evidence for differentiation.................................................................................................34
Research method................................................................................................................................................35
Results................................................................................................................................................................35
Discussion: perceptions of differentiation..........................................................................................................36
, Implications for marketing theory and practice.................................................................................................36
Brand awareness effects on consumer decision making for a........................................................................37
common, repeat purchase product: A replication.........................................................................................37
Why replicate hoyer and brown, 1990?.............................................................................................................38
Methodology......................................................................................................................................................38
Results................................................................................................................................................................40
BUILDING THE DESTINATION BRAND: AN EMPIRICAL COMPARISON OF TWO APPROACHES...........................42
Lecture 4...................................................................................................................................................... 45
Belch & Belch............................................................................................................................................... 45
Chapter 1: An Introduction to Integrated Marketing Communications.............................................................45
The growth of advertising and promotion.....................................................................................................45
The role of marketing....................................................................................................................................45
The marketing mix.........................................................................................................................................45
Integrated marketing communications.........................................................................................................46
The evolution of IMC.....................................................................................................................................46
A contemporary perspective of IMC..............................................................................................................46
Reasons for the growing importance of IMC.................................................................................................46
The role of IMC in branding...........................................................................................................................46
Promotional mix: the tools for IMCE.............................................................................................................46
IMC involves audience contacts.....................................................................................................................48
The IMC planning process..............................................................................................................................48
Review of the marketing plan........................................................................................................................48
Promotional program situation analysis........................................................................................................49
Analysis of the communication process........................................................................................................49
Budget determination....................................................................................................................................49
Developing the Integrated marketing communications program.................................................................49
Monitoring, evaluation and control...............................................................................................................49
Lecture 5...................................................................................................................................................... 49
Ajzen, I. (2015). Consumer attitudes and behavior: The theory of planned behavior applied to food.............49
consumption decisions. Rivista di Economia Agraria, 70(2), 121-138. doi: 10.13128/REA-18003....................49
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior &................52
Emerging Technologies, 314-324. doi: 10.1002/hbe2.195..............................................................................52
Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned behavior. In M.S...................53
Hagger, L.D. Cameron, K. Hamilton, N. Hankonen, & T. Lintunen (Eds.). The handbook of behavior...............53
change (pp. 17-31). Cambridge, UK: Cambridge University Press. doi: 10.1017/97811086773180.002............53
Lecture 6...................................................................................................................................................... 54
Romaniuk 2016: Chapter 4: Building Mental Availability...............................................................................54
The brand = our memories.................................................................................................................................54
We all have similar brains..................................................................................................................................54
, Memory affects buying; buying affects memory...............................................................................................54
Our brain when buying.......................................................................................................................................54
Types of memory...........................................................................................................................................54
Our memory for brands.................................................................................................................................55
Cued retrieval.....................................................................................................................................................55
Building mental availability................................................................................................................................55
What are category entry points?...................................................................................................................55
CEPs are priority links....................................................................................................................................55
Psst.. A secret about big brands.........................................................................................................................55
Not one consideration set: many context-specific evoked sets..........................................................................56
Mental availability metrics.................................................................................................................................56
Building fresh brand memories..........................................................................................................................56
Brand positioning = your advertised messages..................................................................................................56
What about country of origin?...........................................................................................................................56
Love, hate and the wide chasm between them.................................................................................................57
All you need is love?......................................................................................................................................57
Romaniuk (2010): Brand attributes – ‘distribution outlets’ in the mind.........................................................57
Romaniuk, J. (2016). Chapter 5: Leveraging distinctive assets........................................................................62
The many types of distinctive assets..................................................................................................................62
Distinctiveness is not differentiation..................................................................................................................63
Step 1: choosing wisely......................................................................................................................................63
Consider the practicalities.............................................................................................................................63
Consider the brands history...........................................................................................................................63
Obtain some numbers to inform your choices..............................................................................................63
Step 2: How to execute well...............................................................................................................................64
Make smart branding choices for variants and extensions...........................................................................64
Don't get caught up in the meaning of it all..................................................................................................65
Treat brand identity and positioning like oil and water.................................................................................65
Distinctive assets and mental availability..........................................................................................................65
Distinctive assets and physical availability.........................................................................................................66
The importance of packaging distinctive assets............................................................................................66
Distinctive assets and the digital world..............................................................................................................66
Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the.............66
relative ownership potential of brand identity element types.......................................................................66
Introduction........................................................................................................................................................66
Brand identity.....................................................................................................................................................67
The challenge of competitive links to brand identity elements..........................................................................67
How competitive links form................................................................................................................................67
Research questions.............................................................................................................................................67
Method...............................................................................................................................................................68
Results................................................................................................................................................................68
, Lecture 7...................................................................................................................................................... 68
Voorveld, H., Smit, E., & Neijens, P. (2013). Cross-media advertising: Brand promotion in an age of media
convergence................................................................................................................................................ 68
9.1 Introduction..................................................................................................................................................68
9.2 Cross-media advertising in practice.............................................................................................................68
9.3 Reasons for choosing cross-media advertising............................................................................................68
9.4 processes underlying cross-media synergy effects.......................................................................................69
The multitasking consumer................................................................................................................................69
Cross-media research in the field.......................................................................................................................70
The Road Ahead.................................................................................................................................................70
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...............................................70
Introduction........................................................................................................................................................71
Theoretical background......................................................................................................................................71
From mere exposure theory to two factor theory........................................................................................71
The synergy effect of cross-media advertising..............................................................................................71
Lecture 10.................................................................................................................................................... 73
Consumer behavior and climate change:...................................................................................................... 73
consumers need considerable assistance...................................................................................................... 73
Quantifying the potential for climate change mitigation of consumption options..........................................73
Lecture 11.................................................................................................................................................... 74
Perspectives: Advertising and climate change – Part.....................................................................................74
of the problem or part of the solution?........................................................................................................ 74
Advertised emissions................................................................................................................................... 78
Lecture 12.................................................................................................................................................... 81
Shifting consumer behavior to address climate change.................................................................................81
Lecture 1........................................................................................................................................................ 5
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......................................................................................... 5
..................................................................................................................................................................... 5
Hierarchy-of-effects models.................................................................................................................................5
Attitude formation and change............................................................................................................................7
High elaboration likelihood, cognitive attitude formation.................................................................................10
Low elaboration likelihood, cognitive attitude formation..................................................................................12
High elaboration likelihood, affective attitude formation..................................................................................12
Low elaboration likelihood, affective attitude formation...................................................................................13
High elaboration likelihood, behavioural attitude formation............................................................................16
Low elaboration likelihood, behavioural attitude formation.............................................................................18
Causes and consequences of irritation evoked by advertising...........................................................................19
Advertising and brand confusion.......................................................................................................................20
Lecture 2..................................................................................................................................................... 21
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....................22
Experiment 1......................................................................................................................................................24
Experiment 2......................................................................................................................................................27
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.20126.........................................................30
Experiment.........................................................................................................................................................32
Results................................................................................................................................................................32
Discussion...........................................................................................................................................................33
Lecture 3...................................................................................................................................................... 34
Evidence concerning the importance of perceived brand differentiation, by Jenni Romaniuk, Byron Sharp &
Andrew Ehrenberg (2007)............................................................................................................................ 34
Brand differentiation: the marketing tenet........................................................................................................34
Theoretical development....................................................................................................................................34
Differentiation in marketing...............................................................................................................................34
Expected empirical evidence for differentiation.................................................................................................34
Research method................................................................................................................................................35
Results................................................................................................................................................................35
Discussion: perceptions of differentiation..........................................................................................................36
, Implications for marketing theory and practice.................................................................................................36
Brand awareness effects on consumer decision making for a........................................................................37
common, repeat purchase product: A replication.........................................................................................37
Why replicate hoyer and brown, 1990?.............................................................................................................38
Methodology......................................................................................................................................................38
Results................................................................................................................................................................40
BUILDING THE DESTINATION BRAND: AN EMPIRICAL COMPARISON OF TWO APPROACHES...........................42
Lecture 4...................................................................................................................................................... 45
Belch & Belch............................................................................................................................................... 45
Chapter 1: An Introduction to Integrated Marketing Communications.............................................................45
The growth of advertising and promotion.....................................................................................................45
The role of marketing....................................................................................................................................45
The marketing mix.........................................................................................................................................45
Integrated marketing communications.........................................................................................................46
The evolution of IMC.....................................................................................................................................46
A contemporary perspective of IMC..............................................................................................................46
Reasons for the growing importance of IMC.................................................................................................46
The role of IMC in branding...........................................................................................................................46
Promotional mix: the tools for IMCE.............................................................................................................46
IMC involves audience contacts.....................................................................................................................48
The IMC planning process..............................................................................................................................48
Review of the marketing plan........................................................................................................................48
Promotional program situation analysis........................................................................................................49
Analysis of the communication process........................................................................................................49
Budget determination....................................................................................................................................49
Developing the Integrated marketing communications program.................................................................49
Monitoring, evaluation and control...............................................................................................................49
Lecture 5...................................................................................................................................................... 49
Ajzen, I. (2015). Consumer attitudes and behavior: The theory of planned behavior applied to food.............49
consumption decisions. Rivista di Economia Agraria, 70(2), 121-138. doi: 10.13128/REA-18003....................49
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior &................52
Emerging Technologies, 314-324. doi: 10.1002/hbe2.195..............................................................................52
Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned behavior. In M.S...................53
Hagger, L.D. Cameron, K. Hamilton, N. Hankonen, & T. Lintunen (Eds.). The handbook of behavior...............53
change (pp. 17-31). Cambridge, UK: Cambridge University Press. doi: 10.1017/97811086773180.002............53
Lecture 6...................................................................................................................................................... 54
Romaniuk 2016: Chapter 4: Building Mental Availability...............................................................................54
The brand = our memories.................................................................................................................................54
We all have similar brains..................................................................................................................................54
, Memory affects buying; buying affects memory...............................................................................................54
Our brain when buying.......................................................................................................................................54
Types of memory...........................................................................................................................................54
Our memory for brands.................................................................................................................................55
Cued retrieval.....................................................................................................................................................55
Building mental availability................................................................................................................................55
What are category entry points?...................................................................................................................55
CEPs are priority links....................................................................................................................................55
Psst.. A secret about big brands.........................................................................................................................55
Not one consideration set: many context-specific evoked sets..........................................................................56
Mental availability metrics.................................................................................................................................56
Building fresh brand memories..........................................................................................................................56
Brand positioning = your advertised messages..................................................................................................56
What about country of origin?...........................................................................................................................56
Love, hate and the wide chasm between them.................................................................................................57
All you need is love?......................................................................................................................................57
Romaniuk (2010): Brand attributes – ‘distribution outlets’ in the mind.........................................................57
Romaniuk, J. (2016). Chapter 5: Leveraging distinctive assets........................................................................62
The many types of distinctive assets..................................................................................................................62
Distinctiveness is not differentiation..................................................................................................................63
Step 1: choosing wisely......................................................................................................................................63
Consider the practicalities.............................................................................................................................63
Consider the brands history...........................................................................................................................63
Obtain some numbers to inform your choices..............................................................................................63
Step 2: How to execute well...............................................................................................................................64
Make smart branding choices for variants and extensions...........................................................................64
Don't get caught up in the meaning of it all..................................................................................................65
Treat brand identity and positioning like oil and water.................................................................................65
Distinctive assets and mental availability..........................................................................................................65
Distinctive assets and physical availability.........................................................................................................66
The importance of packaging distinctive assets............................................................................................66
Distinctive assets and the digital world..............................................................................................................66
Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the.............66
relative ownership potential of brand identity element types.......................................................................66
Introduction........................................................................................................................................................66
Brand identity.....................................................................................................................................................67
The challenge of competitive links to brand identity elements..........................................................................67
How competitive links form................................................................................................................................67
Research questions.............................................................................................................................................67
Method...............................................................................................................................................................68
Results................................................................................................................................................................68
, Lecture 7...................................................................................................................................................... 68
Voorveld, H., Smit, E., & Neijens, P. (2013). Cross-media advertising: Brand promotion in an age of media
convergence................................................................................................................................................ 68
9.1 Introduction..................................................................................................................................................68
9.2 Cross-media advertising in practice.............................................................................................................68
9.3 Reasons for choosing cross-media advertising............................................................................................68
9.4 processes underlying cross-media synergy effects.......................................................................................69
The multitasking consumer................................................................................................................................69
Cross-media research in the field.......................................................................................................................70
The Road Ahead.................................................................................................................................................70
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...............................................70
Introduction........................................................................................................................................................71
Theoretical background......................................................................................................................................71
From mere exposure theory to two factor theory........................................................................................71
The synergy effect of cross-media advertising..............................................................................................71
Lecture 10.................................................................................................................................................... 73
Consumer behavior and climate change:...................................................................................................... 73
consumers need considerable assistance...................................................................................................... 73
Quantifying the potential for climate change mitigation of consumption options..........................................73
Lecture 11.................................................................................................................................................... 74
Perspectives: Advertising and climate change – Part.....................................................................................74
of the problem or part of the solution?........................................................................................................ 74
Advertised emissions................................................................................................................................... 78
Lecture 12.................................................................................................................................................... 81
Shifting consumer behavior to address climate change.................................................................................81
