Summary Marketingcommunication &
the Consumer
Table of contents
Lecture 1 - How marcoms work I: Explicit attitudes..............................................................................2
Lecture notes......................................................................................................................................2
Articles...............................................................................................................................................3
Lecture 2 - How marcoms work II: Implicit attitudes.............................................................................8
Lecture notes......................................................................................................................................8
Articles.............................................................................................................................................11
Lecture 3 - How marcoms work III: Persuasion vs. brand salience......................................................15
Lecture notes....................................................................................................................................15
Articles.............................................................................................................................................17
Lecture 4 – What marcoms should say I...............................................................................................25
Articles.............................................................................................................................................25
Lecture 5 – What marcoms should say I: Message content for persuasion...........................................28
Lecture notes....................................................................................................................................28
Articles.............................................................................................................................................32
Lecture 6 – What marcoms should say II: Message content for brand salience....................................40
Lecture notes....................................................................................................................................40
Articles.............................................................................................................................................44
Lecture 7 – Where marcoms should say it I: Media planning...............................................................54
Lecture notes....................................................................................................................................54
Articles.............................................................................................................................................57
Lecture – GUEST LECTURES....................................................................................................62
Lecture 10 – Should marcoms say it at all? Marcoms and climate crisis I: The consumer...................62
Lecture notes....................................................................................................................................62
Articles.............................................................................................................................................63
Lecture 11 – Should marcoms say it at all? Marcoms and climate crisis II: The advertiser..................68
Lecture notes....................................................................................................................................68
Articles.............................................................................................................................................68
Lecture 12 – Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions..........76
Lecture notes....................................................................................................................................76
Articles.............................................................................................................................................76
1
,Lecture 1 - How marcoms work I: Explicit attitudes
Lecture notes
Integrated Marketing Communications (IMC) (Belch & Belch, 2015)
The evolution of IMC
For many years: advertising via mass media dominant form of marketing communication
(marcom)
1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
IMC:
Strategic business process to plan, develop, execute and
evaluate brand communications programs
Big-picture on building strong brands
focus on building relationship → relationship era
o authenticity, trust and brand loyalty. → in the end it
is still about transactions, growing brand etc.
IMC contact tools/touch points: control vs. impact:
Company created: own website, branding, packaging.
Intrinsic: all interactions between brand/consumer
Customer initiated: when the consumers starts to initiate contact: calling/filing complaint.
Unexpected : unplanned by the company, (e)wom, review sites
Integrated marketing communications
planning model: →→
Focus on upper level of model:
communication proces
2
,Articles
De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communications work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
Hierarchy-of-effects model assumes things have to happen in a certain order → earlier effects form
necessary conditions in order for the later effects to occur.
Consumers go trough 3 different stages in responding to marketing communications:
1. Cognitive stage: consumers engage in mental processes which lead to awareness and
knowledge of the brand communicated. Knowledge, beliefs, evaluation.
2. Affective stage: emotional/feeling responses occur which are associated with the advertised
brand and attitudes toward the brand are formed. Consumers get aware and gather
information, while affective reactions may only be formed when the need for evaluation
arises. Feelings linked to the object.
3. Conative (behavioral) stage: undertaking actions with respect to the advertised brand, such
as buying it. Action readiness to object.
Difficult to predict how consumers process and respond to marcoms → not a single model that can
predict this because there are a lot of influences.
Low-involvement hierarchy-of-effects model: consumers might buy the product after frequent
exposure to marketing and decide afterwards how they feel about is (cognitive-conative-affective).
Experiential hierarchy-of-effects model: consumers affective responses towards a product lead them
to buy it, and if necessary, they reflect later on it (affective-conative-cognitive)
3
, Classifying models/processes, 2 dimensions of how marketing communications (marcoms)
influence people’s attitudes:
Basis of attitude formation
o Primarily cognitive vs. affective vs. behavioral
Elaboration level of marcoms message
o High vs. low
o Depends on MAO factors
MAO factors:
Motivation: Willingness to engage in behavior, make decisions, pay attention, process
information etc.
Ability: Resources needed to achieve particular goal
Opportunity: Extent to which situation enables person to obtain goal
When all MAO factors are high → than consumers will have high elaboration likelihood and take the
central route.
4
the Consumer
Table of contents
Lecture 1 - How marcoms work I: Explicit attitudes..............................................................................2
Lecture notes......................................................................................................................................2
Articles...............................................................................................................................................3
Lecture 2 - How marcoms work II: Implicit attitudes.............................................................................8
Lecture notes......................................................................................................................................8
Articles.............................................................................................................................................11
Lecture 3 - How marcoms work III: Persuasion vs. brand salience......................................................15
Lecture notes....................................................................................................................................15
Articles.............................................................................................................................................17
Lecture 4 – What marcoms should say I...............................................................................................25
Articles.............................................................................................................................................25
Lecture 5 – What marcoms should say I: Message content for persuasion...........................................28
Lecture notes....................................................................................................................................28
Articles.............................................................................................................................................32
Lecture 6 – What marcoms should say II: Message content for brand salience....................................40
Lecture notes....................................................................................................................................40
Articles.............................................................................................................................................44
Lecture 7 – Where marcoms should say it I: Media planning...............................................................54
Lecture notes....................................................................................................................................54
Articles.............................................................................................................................................57
Lecture – GUEST LECTURES....................................................................................................62
Lecture 10 – Should marcoms say it at all? Marcoms and climate crisis I: The consumer...................62
Lecture notes....................................................................................................................................62
Articles.............................................................................................................................................63
Lecture 11 – Should marcoms say it at all? Marcoms and climate crisis II: The advertiser..................68
Lecture notes....................................................................................................................................68
Articles.............................................................................................................................................68
Lecture 12 – Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions..........76
Lecture notes....................................................................................................................................76
Articles.............................................................................................................................................76
1
,Lecture 1 - How marcoms work I: Explicit attitudes
Lecture notes
Integrated Marketing Communications (IMC) (Belch & Belch, 2015)
The evolution of IMC
For many years: advertising via mass media dominant form of marketing communication
(marcom)
1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
IMC:
Strategic business process to plan, develop, execute and
evaluate brand communications programs
Big-picture on building strong brands
focus on building relationship → relationship era
o authenticity, trust and brand loyalty. → in the end it
is still about transactions, growing brand etc.
IMC contact tools/touch points: control vs. impact:
Company created: own website, branding, packaging.
Intrinsic: all interactions between brand/consumer
Customer initiated: when the consumers starts to initiate contact: calling/filing complaint.
Unexpected : unplanned by the company, (e)wom, review sites
Integrated marketing communications
planning model: →→
Focus on upper level of model:
communication proces
2
,Articles
De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communications work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
Hierarchy-of-effects model assumes things have to happen in a certain order → earlier effects form
necessary conditions in order for the later effects to occur.
Consumers go trough 3 different stages in responding to marketing communications:
1. Cognitive stage: consumers engage in mental processes which lead to awareness and
knowledge of the brand communicated. Knowledge, beliefs, evaluation.
2. Affective stage: emotional/feeling responses occur which are associated with the advertised
brand and attitudes toward the brand are formed. Consumers get aware and gather
information, while affective reactions may only be formed when the need for evaluation
arises. Feelings linked to the object.
3. Conative (behavioral) stage: undertaking actions with respect to the advertised brand, such
as buying it. Action readiness to object.
Difficult to predict how consumers process and respond to marcoms → not a single model that can
predict this because there are a lot of influences.
Low-involvement hierarchy-of-effects model: consumers might buy the product after frequent
exposure to marketing and decide afterwards how they feel about is (cognitive-conative-affective).
Experiential hierarchy-of-effects model: consumers affective responses towards a product lead them
to buy it, and if necessary, they reflect later on it (affective-conative-cognitive)
3
, Classifying models/processes, 2 dimensions of how marketing communications (marcoms)
influence people’s attitudes:
Basis of attitude formation
o Primarily cognitive vs. affective vs. behavioral
Elaboration level of marcoms message
o High vs. low
o Depends on MAO factors
MAO factors:
Motivation: Willingness to engage in behavior, make decisions, pay attention, process
information etc.
Ability: Resources needed to achieve particular goal
Opportunity: Extent to which situation enables person to obtain goal
When all MAO factors are high → than consumers will have high elaboration likelihood and take the
central route.
4
