Marketing Communication Summary
Model or theory
Research (design)
Other important stuff
Practice question
Period Semester 3 of 2016-2017
Lecturer Dr. A.M.M. Bosmans
Summary made by Mirte van Schaijk
Including • 5 lectures
Excluding • Lecture 1, lecture 8 (wrap-up) & guest
lectures
Version 1
,SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Inhoud
Lecture 2 Breaking through the advertising clutter..................................................................... 4
1 Attention ..................................................................................................................................... 4
1.1 Attention ............................................................................................................................. 4
1.2 Attention and Cognitive Capacity ........................................................................................ 4
1.3 Avoiding Advertising Avoidance .......................................................................................... 4
2 How campaigns can stand out .................................................................................................... 6
2.1 Increase involuntary attention ............................................................................................ 6
2.2 Increase voluntary attention ............................................................................................... 7
2.3 Increase processing fluency ................................................................................................ 8
3 Measuring Attention ................................................................................................................... 9
Lecture 3 Issue in media planning ............................................................................................ 10
1 Challenges ................................................................................................................................. 10
1.1 Zipping & zapping .............................................................................................................. 10
1.2 Brief and blurred exposure................................................................................................ 11
1.3 Multitasking ....................................................................................................................... 11
2 Advertising repetition................................................................................................................ 11
3 Medium context effects ............................................................................................................ 12
3.1 Commercial context effects............................................................................................... 13
3.2 Editorial context effects .................................................................................................... 14
Lecture 4 Persuasion ............................................................................................................... 16
1 Attitude...................................................................................................................................... 16
1.1 Attitude Components ........................................................................................................ 16
1.2 Attitude Goals.................................................................................................................... 17
1.3 Attitude Functions ............................................................................................................. 17
2 Cognitive Persuasion ................................................................................................................. 18
2.1 Multiattribute Model ........................................................................................................ 18
2.2 Elaboration Likelyhood Model .......................................................................................... 19
2.3 Increase MOA .................................................................................................................... 20
3 Attitude and Behavior (TORA) ................................................................................................... 21
4 Engagement............................................................................................................................... 21
5 Resistance to persuasion ........................................................................................................... 21
Page 2 of 39
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Lecture 5 Affective persuasion ................................................................................................ 22
1 Affect and Persuasion................................................................................................................ 22
1.1 Affective versus Cognitive ................................................................................................. 22
1.2 Dimensions of affect.......................................................................................................... 23
1.3 Types of affect ................................................................................................................... 24
2 Affect as regulation vs affect as information ........................................................................... 27
3 Good vs Bad practice ................................................................................................................. 27
4 Emotional Conditioning ............................................................................................................. 27
Lecture 6 Consumer Inferences ............................................................................................... 29
1 Inferences in general ................................................................................................................. 29
2 Heuristic strategies (Kahneman & Tversky) .............................................................................. 29
3 Framing effects .......................................................................................................................... 31
4 Consumers’ Persuasion Knowledge .......................................................................................... 31
5 Confirmation Bias ...................................................................................................................... 32
Lecture 7 Social influence ........................................................................................................ 34
1 Types of social influence ........................................................................................................... 34
1.1 Compliance ........................................................................................................................ 34
1.2 Identification ..................................................................................................................... 35
1.2 Internalization ................................................................................................................... 35
2 Cialdini’s Weapons of Influence ................................................................................................ 36
2.1 Reciprocity ......................................................................................................................... 36
2.2 Commitment & consistency .............................................................................................. 37
2.3 Social proof ........................................................................................................................ 37
2.4 Authority............................................................................................................................ 38
2.5 Liking.................................................................................................................................. 38
2.6 Scarcity .............................................................................................................................. 39
Page 3 of 39
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Lecture 2 Breaking through the
advertising clutter
1. Attention
• Attention, Attention and Cognitive
Capacity & Advertising Avoidance
2. How campaigns can stand out
• Increasing involuntary attention, voluntary
attention & processing fluency.
3. Measuring attention
1 Attention
1.1 Attention
Attention is…
1. Selective Mensen kunnen niet overal aandacht aangeven.
2. Voluntary of
involuntary
3. Limited Aantal mentale resources zijn beperkt
4. Precondition Zonder aandacht ontstaat er geen comprehension, etc.
for further
processing
1.2 Attention and Cognitive Capacity
• people have limited cognitive capacity to attend to and think about information.
• More attention means more capacity to comprehend and elaborate on information.
Theory Levels of Processing (Greenwald and Heavitt, 1984)
• Pre-attention Little or no capacity Vereist weinig tot geen Bijv. je izet
required, automatic mentale resources, reclames omdat
processing gebeurt automatisch ze opvallend
en onbewust. (salient) zijn.
• Focal-attention Little capacity required Vereist weinig mentale Bijv. Je geeft
resoucres. aandacht aan één
bepaalde ad.
• Comprehension Modest level of capacity Vereist een gemiddeld aantal mentale
required resources.
• Elaboration Substantial levels of Vereist veel mentale
capacity required resources.
1.3 Avoiding Advertising Avoidance
Research Consumers’navigation style matters Pagendarm & Schaumberg (2001)
In short: Banner blindness is higher when people are looking or information vs when they are
just browsing.
Page 4 of 39
MADE BY: MIRTE VAN SCHAIJK
Model or theory
Research (design)
Other important stuff
Practice question
Period Semester 3 of 2016-2017
Lecturer Dr. A.M.M. Bosmans
Summary made by Mirte van Schaijk
Including • 5 lectures
Excluding • Lecture 1, lecture 8 (wrap-up) & guest
lectures
Version 1
,SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Inhoud
Lecture 2 Breaking through the advertising clutter..................................................................... 4
1 Attention ..................................................................................................................................... 4
1.1 Attention ............................................................................................................................. 4
1.2 Attention and Cognitive Capacity ........................................................................................ 4
1.3 Avoiding Advertising Avoidance .......................................................................................... 4
2 How campaigns can stand out .................................................................................................... 6
2.1 Increase involuntary attention ............................................................................................ 6
2.2 Increase voluntary attention ............................................................................................... 7
2.3 Increase processing fluency ................................................................................................ 8
3 Measuring Attention ................................................................................................................... 9
Lecture 3 Issue in media planning ............................................................................................ 10
1 Challenges ................................................................................................................................. 10
1.1 Zipping & zapping .............................................................................................................. 10
1.2 Brief and blurred exposure................................................................................................ 11
1.3 Multitasking ....................................................................................................................... 11
2 Advertising repetition................................................................................................................ 11
3 Medium context effects ............................................................................................................ 12
3.1 Commercial context effects............................................................................................... 13
3.2 Editorial context effects .................................................................................................... 14
Lecture 4 Persuasion ............................................................................................................... 16
1 Attitude...................................................................................................................................... 16
1.1 Attitude Components ........................................................................................................ 16
1.2 Attitude Goals.................................................................................................................... 17
1.3 Attitude Functions ............................................................................................................. 17
2 Cognitive Persuasion ................................................................................................................. 18
2.1 Multiattribute Model ........................................................................................................ 18
2.2 Elaboration Likelyhood Model .......................................................................................... 19
2.3 Increase MOA .................................................................................................................... 20
3 Attitude and Behavior (TORA) ................................................................................................... 21
4 Engagement............................................................................................................................... 21
5 Resistance to persuasion ........................................................................................................... 21
Page 2 of 39
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Lecture 5 Affective persuasion ................................................................................................ 22
1 Affect and Persuasion................................................................................................................ 22
1.1 Affective versus Cognitive ................................................................................................. 22
1.2 Dimensions of affect.......................................................................................................... 23
1.3 Types of affect ................................................................................................................... 24
2 Affect as regulation vs affect as information ........................................................................... 27
3 Good vs Bad practice ................................................................................................................. 27
4 Emotional Conditioning ............................................................................................................. 27
Lecture 6 Consumer Inferences ............................................................................................... 29
1 Inferences in general ................................................................................................................. 29
2 Heuristic strategies (Kahneman & Tversky) .............................................................................. 29
3 Framing effects .......................................................................................................................... 31
4 Consumers’ Persuasion Knowledge .......................................................................................... 31
5 Confirmation Bias ...................................................................................................................... 32
Lecture 7 Social influence ........................................................................................................ 34
1 Types of social influence ........................................................................................................... 34
1.1 Compliance ........................................................................................................................ 34
1.2 Identification ..................................................................................................................... 35
1.2 Internalization ................................................................................................................... 35
2 Cialdini’s Weapons of Influence ................................................................................................ 36
2.1 Reciprocity ......................................................................................................................... 36
2.2 Commitment & consistency .............................................................................................. 37
2.3 Social proof ........................................................................................................................ 37
2.4 Authority............................................................................................................................ 38
2.5 Liking.................................................................................................................................. 38
2.6 Scarcity .............................................................................................................................. 39
Page 3 of 39
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY MARKETING COMMUNICATION 2017 STUVIA
Lecture 2 Breaking through the
advertising clutter
1. Attention
• Attention, Attention and Cognitive
Capacity & Advertising Avoidance
2. How campaigns can stand out
• Increasing involuntary attention, voluntary
attention & processing fluency.
3. Measuring attention
1 Attention
1.1 Attention
Attention is…
1. Selective Mensen kunnen niet overal aandacht aangeven.
2. Voluntary of
involuntary
3. Limited Aantal mentale resources zijn beperkt
4. Precondition Zonder aandacht ontstaat er geen comprehension, etc.
for further
processing
1.2 Attention and Cognitive Capacity
• people have limited cognitive capacity to attend to and think about information.
• More attention means more capacity to comprehend and elaborate on information.
Theory Levels of Processing (Greenwald and Heavitt, 1984)
• Pre-attention Little or no capacity Vereist weinig tot geen Bijv. je izet
required, automatic mentale resources, reclames omdat
processing gebeurt automatisch ze opvallend
en onbewust. (salient) zijn.
• Focal-attention Little capacity required Vereist weinig mentale Bijv. Je geeft
resoucres. aandacht aan één
bepaalde ad.
• Comprehension Modest level of capacity Vereist een gemiddeld aantal mentale
required resources.
• Elaboration Substantial levels of Vereist veel mentale
capacity required resources.
1.3 Avoiding Advertising Avoidance
Research Consumers’navigation style matters Pagendarm & Schaumberg (2001)
In short: Banner blindness is higher when people are looking or information vs when they are
just browsing.
Page 4 of 39
MADE BY: MIRTE VAN SCHAIJK
