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SU4 - Coggle Diagram

- - - - Brand info- brand's performance in market (personalities, images)
        
        Brand experience- buy, use
        
        (/Cust experience with) Competitor analysis
        
        Content analysis- formal, systematic tabulation of competitor's approaches, strategies
        
        Marketing communication audit- info about brand, competitors (e.g. informal sum of most used images, appeals)
    - - Collect feedback e.g. systematically record info from cust service
        
        Involve them in decision making
      - Monitor buzz, track behaviour- track brand comments (blogs, forums, etc.)
      - Neuromarketing- scan brain during info processing, decision making
    - - Match selected media audience + target audience
    - - Secondary research- brand, firm, competitor, media, product category
      - Informal research- previous ads
      - Concept testing- test different "big ideas"/msg strategy qualitatively
      - Semiotic analysis- deconstruct msgs to uncover different meaning layers
    - - Pre-testing (just before media appearance)- focus on creative strategy
      - Post-testing- effectiveness
      - Copy testing (during campaign)- diagnostic; aim to strengthen msg
  - - - Sources
        
        Primary research suppliers
        
        Own research e.g. survey, track cust behaviour
    - - Sources
        
        Govt. org- census records, stats (e.g. population size, income)
        
        Trade associations- trade members distribute info of interest
        
        Secondary research suppliers- specialised in carrying out secondary research
        
        Internet e.g. company website, chat rooms, etc.
  - - - Methods
        
        Focus group (directed group interviews)
        
        Features
        
        Small group discussing topic
        
        Moderator- provides directions, guides discussiion
        
        Unhindered, flexible conversational format
        
        Used in early stage- probe for thought/behaviour patterns
        
        Crowd sourcing- digital brainstorming btw internet users for collective intelligence
        
        Panels
        
        Types
        
        Consumer research- ongoing group of cust interested in a topic
        
        Expert- focus group with experts from various fields
        
        New brand perspectives
        
        Observation
        
        Features
        
        Study actual behaviour in real-world setting
        
        Use recording devices e.g. cameras, audio
        
        Con- descriptive info only, to combine with interview (diagnostic)
        
        Types
        
        Cool (trend) watchers- observes places where target market gathers
        
        Participant (observer is part of studied group)- activity immersion gives insider's views to group experiences
        
        Ethnographic (cultural immersion)- live lives of studied group
        
        Con- descriptive info only, to combine with interview (diagnostic)
        
        Diaries- cust record activities
        
        Use for media research- which programmes, ads cust watch
        
        Other
        
        Suggestions, comments e.g. community website for cust to contribute ideas, discuss, vote
        
        Projective techniques- uses pictures, stories to generate impression
        
        Word association (thoughts given a stimulus word)- uncovers association network, thought patterns e.g. mental map
        
        In-depth interview- one-on-one
        
        Features
        
        Open-ended qn- respondents generate own ans
        
        Unstructured (flexible) questionnaire- discussion guide outlines broad discussion topics
        
        Small sample- results cannot generalise
      - Goal- insights, motivations for cust thoughts, behaviours > research hypotheses > test quantitatively
      - Limitation- small sample size cannot generalise findings to larger population
    - - Methods
        
        Survey
        
        Online- cost-efficient
        
        Sampling (population subset)- randomly selected for representative market i.e. equal likelihood of being chosen
        
        Features
        
        Structured- same set of qns
        
        By phone, person, mail, online
        
        Appealing incentives- shud not bias respondent type
        
        To avoid poorly worded qns
        
        Tracking studies e.g. sales, consumer opinions
      - Features
        
        Numerical data
        
        Test marketing ideas for validity
        
        Large sample size
        
        Random sampling
        
        Limitation- difficult to translate thoughts into numerical quantity (e.g. rating scale) i.e. survey instrument prohibits true expression
      - Results
        
        Estimate quantity of interest
        
        Predict something based on data collected; scientific prediction
    - - Features
        
        Formal hypothesis testing technique
        
        Compare cust reactions to different msg,
        
        Control all factors except tested variable- can conclude it caused difference
        
        Con- small sample, artificial conditions
- - - - External
        
        Socio-economic trends related e.g. economic downturns, changing health trends
        
        Media-related e.g. bad reception, clutter
      - Internal- personal factors e.g. receiver's language skills, needs, etc.
  - - - Higher demand for marcom consistency
      - Opinion leaders- influences attitude formation (brands, issues) e.g. Xiaxue
      - C2B, C2C
      - Interaction > cust brand experience
      - Facilitated by changing media landscapes (social media, word-of-mouth, buzz marketing)
      - Non-verbal comm. (e.g. visuals, brand signals, logos)- esp. impt
        
        Cut thru clutter
        
        Shortened attention span- reduced brand recognition opportunity
    - - Terms
        
        Effective- degree of achieving desired response
        
        Objective- desired response/impact
      - Traditional
        
        AIDA
        
        Attention
        
        Interest
        
        Desire
        
        Action
        
        Think/feel/do- ABC
        
        Shortfall- assumes predictable/linear process (reality- buy out of habit/impule)
      - Moriarty's Domains Model
        
        Simultaneous effects
        
        (Engage) perception- attention, interest
        
        Learning- educate, think, learn
        
        Persuasion- change attitude, behaviour
- - - - Exposure- see, hear
      - Selection, attention- selective attention amidst clutter
        
        Implication- intrusive, attention-grabbing marcom boost brand visibility
      - Interest- mentally engaged, registering ad msg (stickiness)
      - Relevance- personally connected
      - Curiosity- want to know more
      - Awareness- know prior exposure
        
        Recognition- measures awareness i.e. rmbs seeing ad
        
        Implication- marcom to make an impression (registers in mind) using simple visuals, repetition
    - - Desires- longing, impulse buying
      - Excitement- energised; willing to participate, commit
      - Feelings- emotional > rational appeal
      - Liking- ad and brand
        
        Implication- liking ad increase liking brand likihood
      - Resonance- personal connection
    - - Need- basic biological motivation
        
        Implication- informational ads focusing on benefits
      - Cognitive learning- facts, info, explanation > understanding
      - Comprehension- understanding process
      - Differentiation- distinguish btw brands thru competitive advantage understanding
      - Recall- based on level of understanding
    - - Symbolism- brand represents something (typically abstract)
      - Conditioned learning- using repetition to link thoughts/feelings
      - Transformation- mere product > something special (differentiated by symbolism, association)
      - Social learning- learn by watching others
    - - Motivation (to reduce tension)- product = tension reliever
      - Influence- other ppl affects personal decision-making
        
        Implication- use influencers, boost word-of-mouth
        
        Bandwagon appeals- msg suggesting everyone is doing it
      - Involvement- engagement degree; higher for high-involvement products
      - Conviction- result of persuasion with a state of certainty
        
        Implication- strong, powerful, evidence-based arguments
      - Preference + intention = conviction
        
        Implication- boost intention thru reward strategies (e.g. discounts)
      - Loyalty (e.g. repeat purchase)- based on cust satisfaction
        
        Implication- info provision (warranties, technical support), reduce risk, incentives
      - Belivability, credibility- source trustworthiness
        
        Implication e.g. use data to support
    - - Mental rehearsals- visualisation of doing something
      - Trial esp. for new/expensive products
        
        Implication- reduce risk thru promotion (sampling, discounts, incentives)
      - Buying- call-to-action
      - Contact- impt for brand r/s
        
        Implication- create interaction/dialogue opportunities e.g. encourage suggestions, complaints, etc.
      - Advocate- satisfaction > speaking out on brand's behalf, bringing in biz for brand
      - Prevention- msg to deter negative behaviours
        
        Implications- counter-arguments, incentive to stimulate desired behaviour
      - Referrals- recommend, testimonials (word-of-mouth)