Communication Objectives
-
Upload
amena-hunt -
Category
Documents
-
view
79 -
download
0
description
Transcript of Communication Objectives
![Page 1: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/1.jpg)
Communication ObjectivesCommunication Objectives
4.Facilitating Purchase Behavior
2. Building Brand Image
1. Creating Brand
Awareness
3. Enhancing attitudes and influencing intentions
![Page 2: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/2.jpg)
Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications
• How consumers process and respond to marketing communications stimuli and make choices among brands
• Two models of consumer behavior» CPM and HEM
• Consumer behavior is too complex and diverse to be explained by two extreme models
![Page 3: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/3.jpg)
Behavioral Foundations ofBehavioral Foundations of Marketing Communications Marketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
![Page 4: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/4.jpg)
Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications
Hedonic, Experiential Model (HEM)
Consumer behavior is driven by
emotions in pursuit of “fun, fantasies,
and feelings”
![Page 5: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/5.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 6: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/6.jpg)
Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1
Exposure to information
• Consumers come in contact with the marketer’s message
• Gaining exposure is a necessary but insufficient for communication success
• A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles
![Page 7: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/7.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 8: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/8.jpg)
Selective Attention: Stage 2Selective Attention: Stage 2
How to attract consumers attention:
![Page 9: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/9.jpg)
Selective Attention: Stage 2Selective Attention: Stage 2
Illustration of
attention-getting advertising
![Page 10: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/10.jpg)
Selective Attention: Stage 2Selective Attention: Stage 2
Plays on
selective attention
![Page 11: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/11.jpg)
Appeals to Cognitive andAppeals to Cognitive andHedonic NeedsHedonic Needs
Hedonic Needs
Needs that make
one feel good
and bring pleasure
Cognitive Needs
Immediate functional needs of the consumer
![Page 12: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/12.jpg)
Hedonic NeedsHedonic Needs
Hedonic appeal
to appetite
![Page 13: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/13.jpg)
Hedonic NeedsHedonic Needs
Hedonic
sex appeal
![Page 15: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/15.jpg)
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
![Page 16: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/16.jpg)
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
![Page 17: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/17.jpg)
Use of Novel StimuliUse of Novel Stimuli
Here milk is used
as a novel stimulus
![Page 18: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/18.jpg)
Use of Novel StimuliUse of Novel Stimuli
Maytag
Leo Burnett Company, Inc.
![Page 19: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/19.jpg)
Use of Intense StimuliUse of Intense Stimuli
Use of intensity
![Page 20: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/20.jpg)
Use of Intense StimuliUse of Intense Stimuli
Use of intensity to
attract attention
![Page 21: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/21.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 22: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/22.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 23: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/23.jpg)
Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4
Agreement with what is comprehended
Whether consumers yield to (that is, agree with) what they have comprehended
![Page 24: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/24.jpg)
Agreement: Stage 4Agreement: Stage 4
• Comprehension by itself does not ensure that the message influences consumers’ behavior
• Agreement depends on:
![Page 25: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/25.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 26: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/26.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
![Page 27: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/27.jpg)
Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
![Page 28: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/28.jpg)
When does Memory Matter?When does Memory Matter?
When information in memory is used as:
When information in memory is useful for:
When information in memory is not:
![Page 29: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/29.jpg)
A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini Couper
Two-Seater
Cute
Fun to drive
British
Reliable Sophisticated
Small
Sports car
MiniCouper
Little luggagespace
Economical
Nostalgic
Sexy
British racinggreen Women
![Page 30: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/30.jpg)
The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing
CPMCPMCPMCPM
![Page 31: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/31.jpg)
Consumer Decision Making: Stage 7Consumer Decision Making: Stage 7
Decision heuristics for decision making:
![Page 32: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/32.jpg)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
![Page 33: Communication Objectives](https://reader036.fdocuments.net/reader036/viewer/2022062407/56812e83550346895d9425bb/html5/thumbnails/33.jpg)
Action: Stage 8Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior