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Ch. 19 Marketing Communications, SIX C's of IMC, All micromodels…
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All micromodels assume the buyer passes through cognitive, affective, and behavioral (in that order).
Learn-Feel-Do is appropriate when the audience has high involvement with a product category perceived to have high differentiation (automobile or house).
Learn-Do-Feel is when the audience has low involvement and perceives little differentiation
(salt or batteries)
Do-Feel-Learn is relevant when the audience has high involvement but perceives little or no differentiation within the product category, (airline tickets or personal computer).
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Creative Strategy is the way marketers translate their messages into a specific communication
(informational or transformational)
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Message Strategy - management searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish
points of parity or point of different.
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Every brand contact delivers an impression that can strengthen or weaken a customer's view of a company.
Marketing communications must be integrated to deliver a consistent message and achieve strategic positioning.
Communication Audit profiles all interactions customers in the target market may have with the company and all its products and services.
Personal is more effective than mass-nonpersonal, mass media might be the major means of stimulating it.
Marketing channel budgets tend to be higher when there is low channel support, the marketing program changes greatly over time, many customers are hard to reach, customer decision making in complex, products are differentiated and customer needs are nonhomogenous, and purchased are frequent and quantities small.
Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and stage in the product life cycle.