Marketing Communication and the Consumer
Inhoudsopgave
Vrije Universiteit Amsterdam - Master communicatiewetenschap 1
,1. How marcoms work 1: Explicit attitudes
Te lezen literatuur: De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013) - Marketing
communications: A European perspective 5e editie: How marketing communications work,
chapter 3 (pagina 72 t/m 119)
Hierarchy-of-effects model assumes that things have to happen in a certain order;
consumers go through three different stages in responding to marketing communications: a
cognitive, affective and conative stage or a think-feel-do sequence.
Low-involvement hierarchy-of-effects model: consumers might buy the product after frequent
exposure to marketing messages, and decide afterwards how they feel about it. This would
suggest a cognitive-conative-affective hierarchy.
Experiential hierarchy-of-effects model: consumers’ affective responses towards a product
lead them to buy it and they reflect on it later. This would suggest an affective-conative-
cognitive sequence.
Foot-Cone-Belding (FCB) grid:
Rossiter–Percy grid is an alternative to, or a modification of, the FCB grid which again
classifies products and buying decisions in four categories, based on the dimensions of
high–low involvement and fulfilling a transformational or informational buying motive.
Transformational buying motives consist of positive motivations, such as sensory
gratification, social approval or intellectual stimulation, while informational buying motives
refer to reducing or reversing negative motivations such as solving or avoiding a problem, or
normal depletion.
Vrije Universiteit Amsterdam - Master communicatiewetenschap 2
,→ Conclusion: empirically, no hierarchy of cognitive, affective and conative
effects can be observed. Therefore, to base marketing communications on
hierarchy-of-effects models may not be the most effective or relevant strategy.
Vrije Universiteit Amsterdam - Master communicatiewetenschap 3
, Aantekeningen ppt
Marketing communications aim at encouraging people to buy or keep buying a particular
brand.
Integrated Marketing Communications (Belch & Belch, 2015)
In the 1980s there was the arrival of new disciplines. The developed IMC programs are :
Advertising, direct marketing, digital marketing, sales promotion, PR/publicity, personal
selling. Marcomms now is about building relationships, not only to sell more.
IMC Contact tools/ touchpoints: control vs. impact:
Attitude is the extent to which a person holds an (un)favorable view of brand
Attitude components consists of 3 components: cognitive, affective and behavioral.
Attitude formation and change - How do consumers process and respond to marcoms?
- this is difficult to predict
- it is influenced by many factors (e.g., goals, product type, involvement, situation)
- there is no single model
Classifying models/processes, 2 dimensions
1. basis of attitude formation
- primarily cognitive vs. affective vs. behavioral
Vrije Universiteit Amsterdam - Master communicatiewetenschap 4
Inhoudsopgave
Vrije Universiteit Amsterdam - Master communicatiewetenschap 1
,1. How marcoms work 1: Explicit attitudes
Te lezen literatuur: De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013) - Marketing
communications: A European perspective 5e editie: How marketing communications work,
chapter 3 (pagina 72 t/m 119)
Hierarchy-of-effects model assumes that things have to happen in a certain order;
consumers go through three different stages in responding to marketing communications: a
cognitive, affective and conative stage or a think-feel-do sequence.
Low-involvement hierarchy-of-effects model: consumers might buy the product after frequent
exposure to marketing messages, and decide afterwards how they feel about it. This would
suggest a cognitive-conative-affective hierarchy.
Experiential hierarchy-of-effects model: consumers’ affective responses towards a product
lead them to buy it and they reflect on it later. This would suggest an affective-conative-
cognitive sequence.
Foot-Cone-Belding (FCB) grid:
Rossiter–Percy grid is an alternative to, or a modification of, the FCB grid which again
classifies products and buying decisions in four categories, based on the dimensions of
high–low involvement and fulfilling a transformational or informational buying motive.
Transformational buying motives consist of positive motivations, such as sensory
gratification, social approval or intellectual stimulation, while informational buying motives
refer to reducing or reversing negative motivations such as solving or avoiding a problem, or
normal depletion.
Vrije Universiteit Amsterdam - Master communicatiewetenschap 2
,→ Conclusion: empirically, no hierarchy of cognitive, affective and conative
effects can be observed. Therefore, to base marketing communications on
hierarchy-of-effects models may not be the most effective or relevant strategy.
Vrije Universiteit Amsterdam - Master communicatiewetenschap 3
, Aantekeningen ppt
Marketing communications aim at encouraging people to buy or keep buying a particular
brand.
Integrated Marketing Communications (Belch & Belch, 2015)
In the 1980s there was the arrival of new disciplines. The developed IMC programs are :
Advertising, direct marketing, digital marketing, sales promotion, PR/publicity, personal
selling. Marcomms now is about building relationships, not only to sell more.
IMC Contact tools/ touchpoints: control vs. impact:
Attitude is the extent to which a person holds an (un)favorable view of brand
Attitude components consists of 3 components: cognitive, affective and behavioral.
Attitude formation and change - How do consumers process and respond to marcoms?
- this is difficult to predict
- it is influenced by many factors (e.g., goals, product type, involvement, situation)
- there is no single model
Classifying models/processes, 2 dimensions
1. basis of attitude formation
- primarily cognitive vs. affective vs. behavioral
Vrije Universiteit Amsterdam - Master communicatiewetenschap 4
