Transcript Chapter16.ppt

MARKETING MANAGEMENT
Managing Mass
Communications
10-1
Managing Mass Communications
Chapter Questions
• How should the budget be set?
• What are appropriate advertising goals?
• How should advertisements be designed?
•© Copyright 2008 Pearson Education Canada
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Budget Options
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
17-3
Setting Advertising Goals
17-4
The Communication Effects “Pyramid”
Use – 5%
Trial – 20%
Preference – 25%
Liking – 40%
Knowledge – 70%
Awareness – 90%
Deciding on the Advertising Budget
• Product life cycle stage
• Market share and consumer base
• Competition and clutter
• Advertising frequency
• Product substitutability
•© Copyright 2008 Pearson Education Canada
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Advertising Objectives
• Informative
advertising
• Persuasive
advertising
• Reminder
advertising
• Reinforcement
advertising
•© Copyright 2008 Pearson Education Canada
16-7
Elaboration Likelihood Model
• Petty & Caccioppo
– Two questions:
• Motivation to process?
• Ability to process?
– When YES to both: HIGH elaboration
• Central cues
– When NO: LOW elaboration
• Peripheral cues
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17-9
17-10
High Involvement Response Models
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Alternative Response Hierarchies
Lower Involvement Topics
Dissonance/
Attribution Model
Low Involvement
Model
Do
Learn
Feel
Do
Learn
Feel
Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
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Foote, Cone & Belding Grid
Thinking
1
Informative
High
Involvement
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
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Foote, Cone & Belding Grid
Feeling
2
Affective
High
Involvement
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)
Possible implications
Test:
Media:
Creative:
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
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17-18
17-19
Foote, Cone & Belding Grid
Thinking
3
Habit formation
Low
Involvement
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Media:
Creative:
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
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Ads
1. CDs
2. Stamp
collecting
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Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
Sales
Billboards
Newspapers
Point of Sale
Attention
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