10-1 marketing management managing mass communications
Post on 20-Dec-2015
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TRANSCRIPT
10-1
MARKETING MANAGEMENT
Managing Mass Communications
16-2
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
17-3
Budget Options
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
17-4
Setting Advertising Goals
The Communication Effects “Pyramid”
Use – 5%
Trial – 20%
Preference – 25%
Liking – 40%
Knowledge – 70%
Awareness – 90%
Behav
iora
l
Cogni
tive
Affe
ctiv
e
16-6
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
16-7
Advertising Objectives
• Informative
advertising
• Reminder
advertising
• Reinforcement
advertising
• Persuasive
advertising
•© Copyright 2008 Pearson Education Canada
17-8
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
17-9
17-10
15-11
High Involvement Response Models
•© Copyright 2008 Pearson Education Canada
Alternative Response Hierarchies
Low Involvement Model
Dissonance/Attribution Model
Do Feel Learn
Learn Do Feel
Lower Involvement Topics
17-13
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
17-14
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
17-15
17-16
17-17
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
17-18
17-19
17-20
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
17-21
1.1. CDsCDs
2.2. Stamp Stamp
collectingcollecting
Ads
17-22
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
17-23
17-24