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How Marketing Communications Work - Coggle Diagram
How Marketing Communications Work
Hierarchy-of-effects Models
Assumes that things have to happen in a certain order, implying that the earlier effects form necessary conditions in order for the later effects to occur
Consumers go through three different stages in responding to marketing communications
Cognitive Stage
consumers engage in mental (thinking) processes which lead to awareness of the brand communicated.
Affective stage
feeling responses occur which are associated with the advertised brand and attitudes towards the brand are formed.
Conative stage
actions are taken with respect to the advertised brand, such as buying it.
Low-involvement hierarchy-of-effects model
Experiential hierarchy-of-effects model
Foot–Cone–Belding (FCB) grid: Four different situations are distinguished, based on two dimensions
Rossiter–Percy grid (alternative)
Attitude Formation and Change
An attitude is as a person’s overall evaluation of an object, a product, a person, an organization, an ad, etc.
The more favourable brand attitudes are, the more likely a purchase of the brand becomes.
Consist of three components
Cognitive
Knowledge, beliefs & evaluations
Affective
Feelings
Behavioral
Action readiness
Motivation: willingness to engage in behavior, make decisions, pay attention, process information, etc.
Influenced by consumer needs and goals.
Ability: the resources needed to achieve a particular goal.
Opportunity: extent to which the situation enables a person to obtain the goal set
Elaboration Likelihood model (ELM)
Effects of MAO on attitude formation and marketing communications processing.
Central or peripheral processing
High elaboration likelihood, cognitive attitude formation
Multiple attitude models
Expectancy–Value model (Fishbein model)
Brand attitudes are made up of three elements: relevant product attributes, the extent to which one believes the brand possesses these attributes, and the evaluation of these attributes
Theory of Reasoned Action (TORA)
links attitude and behavioral intention.
Subjective norm: belief one holds regarding what different groups consider as socially desirable behaviour.
Perceived behavioral control (PBC): perceived ease/difficulty of a behavior. it reflect past experience as well as anticipated impediments and obstacles.
Self-generated persuasion
Another form of central-route, cognitively based processing
Consumer is not persuaded by strong brand arguments, but by their own thoughts, arguments or imagined consequences.
Low elaboration likelihood, cognitive attitude formation
Heuristic evaluation
Low Mao, peripheral cues
Use of colors, shapes, reputation, celebrities, etc
High elaboration likelihood, affective attitude formation
Affect-as-Information model
consumers may use feelings as a source of info to form an overall evaluation of a product or brand, in an informed, deliberate manner.
Low elaboration likelihood, affective attitude formation
Aad transfer
Dual mediation model: evaluation of the ad has not only an immediate impact on the evaluation of the brand, but also an indirect effect on brand attitude via brand cognitions.
Feelings transfer
feelings can easily be transferred to the attitude towards the ad/brand and purchase intention.
Emotional conditioning
Based on Pavlov's
Mere exposure effect