COMPLETE Summary Marketing Communication (incl. book + papers) 2022

COMPLETE Summary Marketing Communication




the practical examples given in guest lectures can be the basis of an exam question.

Exam: open question, 60% based upon ''how communication and persuasion works''
40% multiple choice : based on book (60% of course grade)




TABLE OF CONTENTS

SUMMARY LECTURES
MODULE 1: N.A. (general information about team assignment so not included)
MODULE 2:………………………………………………………………………………………….2
TUTORIAL 1:…………………………………………………………………………………………8
MODULE 3:………………………………………………………………………………………...15
TUTORIAL 2:………………………………………………………………………………..………28
MODULE 4:……………………………………………………………………………………...…34
TUTORIAL 3:………………………………………………………………………………..………39
MODULE 5:………………………………………………………………………………………...47
TUTORIAL 4:………………………………………………………………………………..………44
MODULE 6:………………………………………………………………………………………...54
TUTORIAL 5:………………………………………………………………………………..………60


SUMMARY BOOK
CHAPTER 3: :………………………………………………………………………………………66
CHAPTER 4: :………………………………………………………………………………………76
CHAPTER 7: :………………………………………………………………………………………89
CHAPTER 13: :…………………………………………………………………………………..…92




1

,MODULE 2




Attention is … first and necessary step before processing→ decisions → judgements→ behaviour
- Limited
- Selective
- Voluntary or involuntary
- A precondition for further processing (first need attention before being able to process)


More attention = more cognitive capacity = more comprehension = more elaboration

Levels of processing/ involvement:
The effectiveness of advertising messages is widely believed to be moderated by audience
involvement. t. Four levels of involvement are identified (in order from low to high):
- Pre-attention: little or no processing required (automatic processing)
- Focal/voluntary attention: little capacity required, try to make sense, to focus on one message
source, and to decipher the message's sensory content into categorical codes (object, name,
word)./ perceptual knowledge
- Comprehension: modest levels of capacity required, give meaning/ syntactic knowledge
- Elaboration: substantial levels of capacity required to enable the integration of message content
with the audience member's existing conceptual knowledge., propositional/ conceptual analysis




The Table relates the four levels of involvement to procedures that have been used in laboratory re-
search




2

,How Campaigns Can Stand Out:
Increasing Attention
- Involuntary attention
- Voluntary attention



Increasing involuntary attention
- Saliency
- Horizontal centrality
- Primacy
- Picture superiority

Increasing involuntary attention- unconscious and automatically
- Various communication cues can increase an automatic orienting response
o Salient, original and novel stimuli (saliency)
o Centrally located stimuli (horizontal centrality)
o Stimuli presented first (primacy)
o Pictures (picture superiority)
- Oftentimes unconscious and unintended
- ‘’Attractors’’
- bottom up processing: smallest pieces of sensory information coming in to the senses and
memory

Saliency
Salient stimuli
o Perceptually prominent (size, colour, contrast, …)
o Novel, unexpected and original stimuli- variation
o Stimuli related to life and death
These stimuli
o Stick out and hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation

Arousal explains the relationship between saliency, focal attention and elaboration
➔ Yerkes- Dodson law: too high levels of arousal may have detrimental effects




Horizontal centrality
Stimuli in the center receive more attention (and are more likely to be chosen)




Primacy
Consumers are more attentive to items that are presented first in a list

3

, Picture superiority
pictorial information receives more information than textual information
- To what elements do consumers pay most attention?
o Brand?
o Pictorial?
o Text?
- Answer:
o Brand: the bigger the brand name, the more attention
o Picture: the bigger the text, the more attention
o Text: the bigger the text the more attention

Increasing voluntary attention
- Personal interest and inattentional blindness
- Self-referencing
- proximity

Increasing voluntary attention
How to increase voluntary attention?
- Increase self- relevance
o Personal interests avoid inattentional blindness (not interested information will be ignored)-
allocate more attention to information that is consistent with goals/
▪ Exaggerated
▪ Banned blindness: make information relevant for consumers
o Self- referencing
o Proximity
▪ Sensory proximity
▪ Spatial proximity
▪ Temporal proximity
• E(WOM) (=word-of-mouth) – spatial and sensory proximity
• Viral marketing- sensory proximity (spatial proximity)
• Blogs- sensory proximity
• Billboards and Abri’s- spatial
- Curiosity
o Unfinished ads
o Mysterious ads
o …
- Oftentimes conscious and intended
➔ ‘’Magnetizers’’
- top down processing: driven by processing, relate to what it already knows used to interpretate

personal interest & inattentional Blindness
- consumers allocate more information that is consistent with their goals
- information that is not relevant, is often ignored and will lead to inattentional blindness
o SEO- Organic results (free): more attention and traffic because they are
immediately relevant. Organic results generate more attention and traffic
because they are immediately relevant
o SEA- Sponsored results(paid): often suffer from inattentional blindness
Example: inattentional blindness: banner blindless




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