v
,INHOUD
Lecture 1 – 28 January 2020......................................................................................................................................................... 3
Topic: Introduction................................................................................................................................................................... 3
Lecture 2 – 29 january 2020......................................................................................................................................................... 4
Topic: Attention........................................................................................................................................................................ 4
Lecture 3 – 5 february 2020......................................................................................................................................................... 8
Topic: Persuasion and pre-suasion........................................................................................................................................... 8
Lecture 4 – 6 February 2020....................................................................................................................................................... 13
Topic: Affective Persuasion.................................................................................................................................................... 13
Lecture 5 – 12 February 2020..................................................................................................................................................... 16
Topic: Consumer Inferences................................................................................................................................................... 16
Lecture 6 – 13 February 2020..................................................................................................................................................... 19
Topic: Social nudges and social influence............................................................................................................................... 19
Lecture 7 – 19 February 2020..................................................................................................................................................... 21
Topic: Issues in Media Planning.............................................................................................................................................. 21
, LECTURE 1 – 28 JANUARY 2020
General information
Part I: Lectures & Guest Lectures Weeks 1-4 (How communication and persuasion works) = Open essay questions 60%
Part II: Self-Study (book) Weeks 1-4 (Integrated Marketing Communication Plan) = Multiple choice 40%
Part III: Presentations Weeks 5-6: full time preparation (+ office hours) + Week 7: final presentation 40%
Topic: Introduction
Relationship between Marketing Communication and Marketing Management
The Marketing Communication course is a course that provides a
framework about how to persuade consumers via various
communication channels/platforms, including off- and online tools.
The Integrated Marketing Communication Plan Understanding the communication and persuasion process
L2: Breaking through
advertising clutter
L5: Consumer inferences
L3+4: Persuasion
L6: Social influence
Information processing and communication objectives
, LECTURE 2 – 29 JANUARY
2020
Topic: Attention
What is attention? more attention = more cognitive capacity = more comprehension = more elaboration
Attention is (i) limited, (ii) selective, (iii) voluntary / involuntary, (iv) a precondition for further processing
o Levels of processing / involvement (Greenwald: Audience involvement in advertising: Four levels)
- pre-attention: little or no capacity required (automatic processing) - comprehension: modest levels of capacity required
- focal attention: little capacity required - elaboration: substantial levels of capacity required
How campaigns can stand out
1. Trying to allocate enough resources to our stimulus
1. Increase attention (attention effect)
making it important to people
- Involuntary attention
2. Memory effect: trying to increase the ease of
- Voluntary attention
processing therefore no need for a lot of cognitive
2. Increase ease of processing (memory effect) resources, people won’t become overloaded
o Four principles that help to increase involuntary attention – Communication cues can increase automatic orienting response:
Bottom up: from sensory perceptions, from the concrete features, you start processing
Top down: based on what we know, our goals, you decide to allocate more resources - Oftentimes unconscious and unintended.
1. Saliency: salient, original, and novel stimuli - Another name: ‘’attractors’’
2. Horizontal centrality: centrally located stimuli - Associated with bottom-up processing
3. Primacy: stimuli presented first
4. Picture superiority: pictures
1. Saliency (salient stimuli): These stimuli:
- perceptually prominent (size, colour, contrast) - stick out and are hard to ignore
- novel, unexpected, and original stimuli - lead to mild psychological arousal
- stimuli related to life and death - result in focal attention to the source of stimulation
Arousal explains the relationship between saliency, focal attention and elaboration
Yerkes-Dodson law
2. Horizontal centrality
Stimuli in the center receive more attention (and are more likely to be chosen).
3. Primacy
Consumers are more attentive to items that are presented first in a list. To what elements do consumers pay
,INHOUD
Lecture 1 – 28 January 2020......................................................................................................................................................... 3
Topic: Introduction................................................................................................................................................................... 3
Lecture 2 – 29 january 2020......................................................................................................................................................... 4
Topic: Attention........................................................................................................................................................................ 4
Lecture 3 – 5 february 2020......................................................................................................................................................... 8
Topic: Persuasion and pre-suasion........................................................................................................................................... 8
Lecture 4 – 6 February 2020....................................................................................................................................................... 13
Topic: Affective Persuasion.................................................................................................................................................... 13
Lecture 5 – 12 February 2020..................................................................................................................................................... 16
Topic: Consumer Inferences................................................................................................................................................... 16
Lecture 6 – 13 February 2020..................................................................................................................................................... 19
Topic: Social nudges and social influence............................................................................................................................... 19
Lecture 7 – 19 February 2020..................................................................................................................................................... 21
Topic: Issues in Media Planning.............................................................................................................................................. 21
, LECTURE 1 – 28 JANUARY 2020
General information
Part I: Lectures & Guest Lectures Weeks 1-4 (How communication and persuasion works) = Open essay questions 60%
Part II: Self-Study (book) Weeks 1-4 (Integrated Marketing Communication Plan) = Multiple choice 40%
Part III: Presentations Weeks 5-6: full time preparation (+ office hours) + Week 7: final presentation 40%
Topic: Introduction
Relationship between Marketing Communication and Marketing Management
The Marketing Communication course is a course that provides a
framework about how to persuade consumers via various
communication channels/platforms, including off- and online tools.
The Integrated Marketing Communication Plan Understanding the communication and persuasion process
L2: Breaking through
advertising clutter
L5: Consumer inferences
L3+4: Persuasion
L6: Social influence
Information processing and communication objectives
, LECTURE 2 – 29 JANUARY
2020
Topic: Attention
What is attention? more attention = more cognitive capacity = more comprehension = more elaboration
Attention is (i) limited, (ii) selective, (iii) voluntary / involuntary, (iv) a precondition for further processing
o Levels of processing / involvement (Greenwald: Audience involvement in advertising: Four levels)
- pre-attention: little or no capacity required (automatic processing) - comprehension: modest levels of capacity required
- focal attention: little capacity required - elaboration: substantial levels of capacity required
How campaigns can stand out
1. Trying to allocate enough resources to our stimulus
1. Increase attention (attention effect)
making it important to people
- Involuntary attention
2. Memory effect: trying to increase the ease of
- Voluntary attention
processing therefore no need for a lot of cognitive
2. Increase ease of processing (memory effect) resources, people won’t become overloaded
o Four principles that help to increase involuntary attention – Communication cues can increase automatic orienting response:
Bottom up: from sensory perceptions, from the concrete features, you start processing
Top down: based on what we know, our goals, you decide to allocate more resources - Oftentimes unconscious and unintended.
1. Saliency: salient, original, and novel stimuli - Another name: ‘’attractors’’
2. Horizontal centrality: centrally located stimuli - Associated with bottom-up processing
3. Primacy: stimuli presented first
4. Picture superiority: pictures
1. Saliency (salient stimuli): These stimuli:
- perceptually prominent (size, colour, contrast) - stick out and are hard to ignore
- novel, unexpected, and original stimuli - lead to mild psychological arousal
- stimuli related to life and death - result in focal attention to the source of stimulation
Arousal explains the relationship between saliency, focal attention and elaboration
Yerkes-Dodson law
2. Horizontal centrality
Stimuli in the center receive more attention (and are more likely to be chosen).
3. Primacy
Consumers are more attentive to items that are presented first in a list. To what elements do consumers pay
