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Information Processing:Part I
MKT 750Dr. West
Agenda
Evaluating a Marketing Communications CampaignInformation Processing Framework
ExposureAttentionComprehension
Evaluating a Communications Campaign
Marketing Communication Vehicles
Customized
Salesperson
Web Database
Telemarketing E-mail
Direct Mail Media Radio Catalogs Newspapers
Magazines Infomercials
Television Mass
Broadcast/ Two-way w/ Instantaneous
One-Way Time Lag Interaction
Nontraditional Marketing
Product PlacementBMW Z3 Roadster
Event SponsorshipRed Bull
AtmosphericsStarbucks
Grassroots
Marketing Communications
Goals/Objectives: Outcomes:Affect behavior Increase Sales
Start with your customer/prospect Create Value
Use any and all forms of contactto get your message across
Achieve Ubiquity
Achieve synergy Enhance efficiency
Build relationships ROI
6 Key Steps For Success
Market Identify your target audience
Understand perceptions and key benefits soughtConsider the buying decision process
Mission
Set goals: sales, profit, share
Message
Develop compelling content
6 Key Steps For Success
Media
Evaluate a full spectrum of channels & vehicles
Money
Establish a budget suited to your goals
Measurement
Test integration (not isolation)
Monitor effects
Evaluating an Advertising Campaign
Who is the target market and how will they respond?
How involved is the consumer? What is the nature of the purchase?
Functional/Utilitarian vs Feeling/Hedonic First-time purchase vs Repeat purchase
Use the FCB Grid
Evaluating an Advertising Campaign
What is the objective of the campaign?
AIDA & Hierarchy of Effects Persuasion/Changing Attitudes
What are indicators of success or failure?
Evaluating an Advertising Campaign
Were the right tactical decisions made? Does the medium fit the message?
Involvement and interactivity Affect
How well is the vehicle suited to the target market? Will the target respond favorably to the source?
Is the source credible, likeable, attractive, familiar?
Evaluating an Advertising Campaign
Were the right tactical decisions made? What are the strengths and weaknesses of the ad execution that will facilitate:
Gaining attention? Comprehension? Acceptance of the message? Retention?
The Persuaders
Why are marketers feeling more pressure than ever to change and innovate? How is the industry responding to these pressures?
In a highly competitive, product-saturated marketplace, a new product needs to offer something that goes beyond the brand. What are companies doing to meet this challenge?
The Persuaders
As consumers grow more cynical about marketing claims, researchers have to refine their methods to reinforce their brand. How can a company create “loyalty beyond reason”?
What new ways do you think marketers will come up with to grab the attention of consumers?
Back to the book…
Consumer Information Processing
Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
Gaining Exposure
This occurs when there is physical proximity to a stimulus
Vehicles Radio, TV, newspapers, magazines, internet
Selective exposureConsumers deliberately try to avoid our attempts to interact with them
Advertising, Direct mail, Telemarketing
Gaining Exposure
What’s a marketer to do?Make your message involving
“Brewing romance” campaign
Product exposure: Distribution & Visibility
Nontraditional vehicles: Elevators, Airports, Buses BMW Z3 Campaign
Overexposure
HabituationWhen a stimulus becomes familiar it loses it’s attention getting power
Ads lose half their effectiveness after accumulating 1,000 GRPs
Products are less attractive when everyone else owns one
Overexposure
Avoid overexposure throughLimited availability (scarcity)
Harry Potter
Use different ad executions carrying the same message
Absolut Vodka
Turning Exposure Into Attention
Attention can occur when there is activation of one or more of our five senses.
Each of our sensory receptors has an activation threshold Weber’s Law: JND
The amount of change necessary to be noticed is systematically related to the intensity of the original stimulus
Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
Pre-attentive Processing
Pre-attentive Processing
Voluntary Attention
This refers to the conscious allocation of processing capacity to a stimulus.Selective Attention
Occurs when a stimulus is in line with current goals or needs Such attention is selective due to the plethora of messages we are exposed to.
Selective Attention
This ad is likely to attract mothers with small children and it reminds them of their special dental needs.
Involuntary Attention
Occurs due to a built in “novelty monitoring” mechanism
Evolutionary hypothesis – survival was best insured by attending to unusual events in the environment
Triggers:Size, Color, Contrast, Motion are noticedAppeals to our hedonic side (food & sex) are also noticed
Examples: Novelty
Examples: Color
Examples: Color
Examples: Contrast
Examples - Motion
Examples - Motion
Examples: Size
Examples: Isolation
Is Getting Attention Enough?
Attention may be short lived You have to use attention well once you have it Attention should be used in the service of building the brand, or attaining other strategic goals
Comprehension
Refers to the meaning we assign to a sensory stimulusThe most crucial process in CB because…
What consumers perceive determines their actions!Perceptions are a reflection of our attitudes and preferences
Comprehension
What is perceived is not necessarily truth
Colas - 70% confuse Pepsi and Coke Beer & Wine - blind taste test results diverge from labeled Coffee - over 50% couldn’t distinguish best from worst, or regular from instant (Consumer Reports)
Comprehension
Perceptions are often the heart of marketing issues/problems.
Olay – P&G faced issues with “Oil of Olay” being perceived as oily and old
Comprehension
Gestalt Principles: Closure – we have a tendency to complete a figure, or fill in the gaps Processing effort – the effort devoted to interpreting a stimulus leads to better comprehension and memoryFigure/Ground – perceptions differ depending upon what the individual sees as figure (dominant) versus ground (background).
Illustrations of Closure
Illustrations of Closure
Assignment
Read Chapters 8 - 9 (pp 278 - 298, 303 - 304, 316 - 330, 333 - 337)
Prepare for CaseLaunching the BMW Z3 Roadster