Summary Marketing Communication lectures

Marketing communication lectures

Lecture 1

Marketingcommunication: Decision making in marketing (basis of the lectures):




‘’Format’’ marketing plan/presentation:

 One slide about the current
product/marketing: description of brand,
product and communication problem + target
group + preferred positioning
 Communication objectives (bijv. raising
awareness).
 IMC (integrated marketing communication)
o Platforms used (mix and match)
o What are you going to communicate
(per platform)? How? Why? How can
we persuade the consumer? Adhv theories in the lectures.
o How do the platforms strengthen each other?
o Campaign schedule
 Budget
 Evaluation: process + campaign

Use one idea in the presentations! Build on one
simple idea with one slogan etc.



Choose the most important communication
objectives for your plan and focus on that one’s
(two to three):

,Lecture 2

Attention is:

 Limited = you cannot attend to everything at the same time
 Selective
 Voluntary or involuntary = involuntary attracts attention when
something is unexpected and uncommon behaviour.
 A precondition for further processing = without attention, there
is no further processing. More attention
means more elaboration.

Levels of involvement (see article Greenwald,
Leavitt)

 Pre-attention: little or no capacity
required (automatic processing)
 Focal attention: little capacity required
 Comprehension: modest levels of
capacity required
 Elaboration: substantial levels of capacity
required. There is deep or low
elaboration. ELM = about cognitive
influence on attention.


Bijv: pre-attention: you see a green thing. Focal attention: I recognize an apple in the green thing.
Comprehension: It is an apple, I like that. Elaboration: I don’t like the apple because it is not
sustainable, and I like sustainable.

This lecture is mainly about pre-attention and focal attention.

How campaigns can stand out:

 Increase attention (attention effect) -> making it important for people. Is about attention.
More resources are allocated to the stimulus. Stimulate voluntary and involuntary attention.
o Involuntary attention -> Various communication cues can increase an automatic
orienting response. Oftentimes unconscious and unintended, attractors, associated
with bottom-up processing (= from the concrete situation on the spot. Derive a
meaning from what is going on. Because you see the shape and colour of the apple,
you know it is an apple). 4 principles to increate attention:
 Saliency -> salient stimuli are perceptually prominent, novel/unexpected/
original stimuli, and stimuli related to life and dead. These stimuli stick out
and are hard to ignore, lead to mild
psychological arousal (= the relationship
between saliency, focal attention and
elaboration. The activation of the brain) and
result in focal attention to the source of
stimulation.
Voorbeeld: verschillende advertenties van
IKEA in één magazine.

,  Arousal is the mediator. Arousal is a state of wakefulness or
alertness and affect cognitive capacity. Salient stimuli will result in a
moderate level of arousal, which will result in a high level of cognitive
capacity. A low or high level of arousal results in a low level of
cognitive capacity. This is due to the Yerkes-Dodson Law.
 Horizontal centrality -> stimuli in the centre receive more attention (and
are more likely to be chosen). Centrally located stimuli.




 Primacy -> consumers are more attentive to items that are
presented first in a list. This is a different effect than de priming
effect (next week).



 Picture superiority -> pictures receives more information than
textual information. Pictures attract attention, regardless of their size. The
bigger the text, the more attention. And the bigger the brand, the more
attention.

o Voluntary attention -> often conscious and intended, magnetizers, top-down
processing (= based on what we know/find important/our goals are we will allocate
more attention to it. I am hungry, I see an apple, I like apples, I allocate more
attention to the apple because it is important because I am hungry).
 Personal interest and inattentional blindness -> consumers allocate more
attention to information that is consistent with their goals. Information that
is not relevant is often ignored and will lead to inattentional blindness
(filmpje gorilla). Bijv. SEO will attract more attention that SEA because SEO is
more relevant because people are searching for that. Bijv. Kleenex campaign
in region where is flu.
 Self-referencing -> attention increases when personalized info is used.
Experiment about using ‘’you’’ or ‘’it’’ in statements for people. People
recalled more info from the ads when ‘’you’’ was used. Self-referencing
increases attention and recall later on.
 Proximity -> consumers pay more attention to info that is close. The more
proximate, the more relevant, the more attention
Closeness:
 Sensory proximity: closeness in experience
 Spatial proximity: closeness in physical space
 Temporal proximity: closeness in time
 Probabilistic proximity: closeness in likelihood of happening
Applications:
 E(WOM) comes from people close to use (spatial and sensory
proximity)
 Viral marketing is emotionally vivid (sensory proximity) and is shared
via friends. Buzz/viral campaigns stimulate EWOM.
 Blogs are written by influencers that feel close (sensory proximity)