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Choice of Promotional Mix + The Hierarchy of Effects Model (Choice of…
Choice of Promotional Mix + The Hierarchy of Effects Model
Choice of Promotional Mix: Influencing Factors
Resource Availability + Cost of Promotional Tools:
Less money means having to rely on WOM, shared media, mass market. Throwing your message into a pool w/ 1000s of others leads to a very noisy communications environment
Market Size + Concentration:
Difference between using exclusive or mass distribution
Customer Info Needs:
What's the main need being satisfied?
Product Characteristics:
Type of product plays an important role. Advertising is suitable for branded/popular products, Personal selling may be needed for expensive luxury products etc. Also if marketing a product that 'goes off', there isn't time for a massive run-up campaign like w/ a new film
Time
Objectives
: Advertising good for informing a large no. of buyers, Sales promotion to influence buyers during a specific season etc
Type of Market:
Consumer characteristics including education, location, income, profession, age, sex etc
Size of Market:
Personal selling is more effective in a limited market. Advertising in a mass market etc
What is the Hierarchy of Effects Model?
A model developed by Lavidge + Steiner 1961 which assumes a prospect must pass through a series of steps for a purchase to be made
Assumes that advertising can't generate an immediate sale bc there are a series of thought processes that need to be fulfilled prior to action
Known as the HoE bc the effects on audiences are thought to occur in a top-down sequence
Advantages:
Straightforward + easy to understand; Provide a broad template on which to create + evaluate campaigns
Disadvantages:
Ppl don't always process info or purchase products based on sequential steps; Doesn't explain impulse purchases; Clearly not applicable to all consumers for all purchases
When developing an advertising msg, it's important to be clear what the call-to-action is, aka what you want them to do w/ your product
1. Awareness
Most crucial step + starting point for a purchase
Brands need to make sure that the consumer is aware of their presence
Might use brand logos, images, specific theme songs, celebrity endorsements etc in Advertising
2. Knowledge
Where the product is evaluated by the consumer against other brands' products
Need to ensure enough positive knowledge is available; through the internet, retail stores + product packaging
Highlight the benefits, value + utility of the product
3. Liking
Consumer builds a liking to the product
Product is being considered for its emotional benefits: need to ensure they're obvious
Need to be recognisable + familiar: E.g Apple are very minimalist. Works well w/ an international audience bc they use images + sounds more than words
4. Preference
Need to highlight USP's + points of difference to ensure consumers prefer your brand to others
5. Conviction
The doubt in consumers' minds about buying your product needs to be converted into action
Marketers can help by giving out free samples, test drives etc
Decision to purchase, not the actual purchase: example of incentive "Pay today + we'll deliver for free tmoro"
6. Purchase
The last + most crucial stage of the consumer buying process
Need to ensure purchase experience is easy + even enjoyable
Can encourage purchase by: Keeping simple + multiple paying options; Make the product available; Easy to Understand Usage instructions etc