MCC SUMMARY - Marketing Communications & Consumer

Marketing
Communications
& Consumers
2022-2023

,Marketing Communications & Consumer 2022
K. Man




L1 How marcoms work I: Explicit attitudes 5
IMC contact tools / touch points: control vs impact (p7-8) 5
IMC planning model (Belch & Belch, 2015) 5
How marcoms work I - Explicit brand attitude > consumer behavior 6
Classifying models / processes 7
High elaboration likelihood + cognitive attitude formation 7
Low elaboration + cognitive attitude 8
Low elaboration + affect attitude 8
LECTURE RECAP 9

L2 How marcoms work II: Implicit attitudes 10
Implicit attitudes: WHY important? 10
Implicit attitudes: HOW to measure? 10
Affect misattribution procedure (AMP) 11
STUDY: MAISON ET AL. (2004) 11
STUDY: VAN TOMME ET AL. (2006) 12
STUDY: GIBSON (2008) Experiment 1 12
Recap: explicit-implicit brand attitudes 13
BELANGRIJK: twee perspective Additive & moderator 13
Additive model (!!) 13
Moderator model (!!) 14
STUDY: GIBSON (2008) Experiment 2 14
Recap: predicting consumer behavior 15
Practical implication 15
LECTURE RECAP 16

L3 How marcoms work III: Persuasion vs. brand salience 17
Marketing thinking vs. real world 17
STUDY: ROMANIUK, SHARP & EHRENBERG (2007) evidence? 18
Recap: Marketing thinking vs. real world 19
STUDY: MACDONALDS & SHARP (2000): Brand awareness 19
Persuasion (brand attitudes) vs. brand salience 19
Brand salience is broader than 20
Brand salience: what drives it? 20
Brand salience: associative network example 20
STUDY: TREMBATH, ROMANIUK & LOCKSHIN (2011) 20
Recap: persuasion vs. brand salience 21
Implications for marcoms 21
Distinctive brand elements 21
Building distinctive brand elements 21
LECTURE RECAP 22

L5 Influencer marketing 23
Important theories explaining influencer marketing effects 23
STUDY: JIN & THUA (2014) Experiment 1 24

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, Marketing Communications & Consumer 2022
K. Man


STUDY: JIN & THUA (2014) Experiment 2 26
Effect of social media influencers on Instagram: 26
STUDY: DE VEIRMAN (2017) Experiment 1: Popularity on Instagram 26
STUDY: DE VEIRMAN (2017) Experiment 2: Role of product design & nr. of followers 27
LECTURE RECAP 28

L6 Branded video content marketing 30
Different types of (online) branded video strategies 30
Brand placement characteristic effects on consumers reactions. 31
STUDY: REIJNMERSDAL (2009) 31
STUDY: REIJNMERSDAL (2009) CONCLUSION 32
STUDY: JENSEN (2015) EXTRA LEZEN 32
RESULT STUDY 1: effects of modality 33
RESULT STUDY 2: effects of cues/modality and second screen use 33
Managerial implications? 33

L7 Media planning I: Purchasing media time and space 34
Introduction Basic concepts of media planning 34
STUDY: NORDHIELM (2002) Advertising repetition effects 36
STUDY: NORDHIELM (2002) CONCLUSION 37
STUDY: MCCOY (2017) 38
STUDY: MCCOY (2017) CONCLUSION 38
LECTURE RECAP 39

L10 Media planning II: Examining synergy effects and Mobile Display Advertising 40
STUDY: BART (2014) 40
STUDY: BART (2014) CONCLUSION 42
STUDY: TANG (2007) 42
STUDY: TANG (2007) CONCLUSION 43
STUDY: VARANET (2013) 43
STUDY: VARANET (2013) CONCLUSION 45
Implications for media planning 45

L11 e-Wom 46
Traditional WOM 46
WOM: why important? 47
eWOM: greater reach (differences between WOM/eWOM) 47
eWOM: examples (slide 16 for links) 47
eWOM: Net Promoter Score (NPS) 48
eWOM: effect on sales? 48
eWOM: motives 48
RECAP: WOM – eWOM 49
STUDY: EISINGERICH ET AL. (2015) 49
STUDY: EISINGERICH ET AL. (2015) - STUDY 1 49
STUDY: EISINGERICH ET AL. (2015) - STUDY 2 (Starbucks) 50
Positive eWOM: can we boost it? 51
STUDY: THORBJØRNSEN ET AL. (2015) 51
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