LECTURES MARKETING COMMUNICATIONS AND THE
CONSUMER
2023 - Lectures
Content
WEEK 1 ............................................................................................................................................................. 2
LECTURE 1 ‘Introduction & How marcoms work I: Explicit attitudes’. ............................................................. 2
LECTURE 2 ‘How marcoms work II: ‘Implicit attitudes’ .................................................................................. 14
WEEK 2 ........................................................................................................................................................... 22
LECTURE 3 ‘How marcoms work part 3: Persuasion vs. brand salience ......................................................... 22
LECTURE 4 guest lecture bol.com .................................................................................................................... 32
WEEK 3 ........................................................................................................................................................... 35
LECTURE 5 ‘What marcoms should say I: Message content for persuasion’ ................................................. 35
LECTURE 6: What marcoms should say ||: message content for brand salience .......................................... 43
WEEK 4 ........................................................................................................................................................... 52
LECTURE 7 ‘Where marcoms should say it : Media planning ......................................................................... 52
LECTURE 8 Where marcoms should say it II: Guest lecture Media Brands – Dutch media landscape by Bart
Vijlbrief ............................................................................................................................................................. 56
WEEK 5 ........................................................................................................................................................... 60
LECTURE 9 ‘Guest lecture’ google ................................................................................................................... 60
LECTURE 10– Should marcoms say it at all? Marcoms and climate crisis I: The consumer ........................... 63
WEEK 6 ........................................................................................................................................................... 67
LECTURE 11 ‘should marcoms say it all?’ ........................................................................................................ 67
LECTURE 12 ‘Climate crisis part 3: solutions ................................................................................................... 70
,WEEK 1
LECTURE 1 ‘Introduction & How marcoms work I: Explicit attitudes’.
In this lecture, we will briefly introduce the course by tapping into the Integrated Marketing
Communication (IMC) perspective, talk about various types of touch points, and by briefly discussing
the course topics and assignments. After a short introduction, we will focus on how marcoms work. It
can be quite challenging to predict how consumers will respond to and process marketing
communications (e.g., advertising). In this lecture, we will provide you with an overview of different
attitude formation and change models that shed light on how consumers might process marketing
communications.
Integrated Marketing Communication (IMC)
Belch & Belch, 2015
- The evolution of IMC (integrated marketing communication)
➢ Marketing communication was normally focused on advertising via mass-media, this was
a dominant form of marketing communication.
➢ 1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
took place.
➢ Now: we are trying to coordinate all the promotional elements / marketing activities that
will communicate with our (potential) customers!
Integrated marketing communications (IMC) = a strategic business process to plan, develop, execute
and evaluate brand communications programs.
→ It is the big picture on building strong brands
Marcoms now is about building relationships → we zitten nu in een relationship era. Het was meer
gefocust op ‘selling, persuading, etc’. Nu is de focus meer op building relationships. Dus loyaliteit en
positieve mond op mondreclame i.p.v. harde sales.
Marketing communication is about building relationships → we want it to contribute to sales/market
share.
We moved from the consumer area (what the brand does, interruption and persuasion, sell more,
present the brand positively, channels to influence) to the relationship area (build sustainable
relationships and trust, engage people, why the brand exists, present the brand authentically,
channels to engage).
,Het is wel belangrijk om te bedenken dat het uiteindelijk wel op sales gaat. Laten we dat niet
vergeten.
Problems in media strategy decision: insufficient information (data), inconsistent terminologies, time
pressures or difficulty measuring effectivenss.
IMC audience contact tools/touchpoints.
There are 4 categories of touchpoints:
, 1. Company created touchpoints = planned marketing communications that are
created by the company (example: advertising etc.)
2. Intrinsic touchpoints = interactions between the brand and the consumer (example:
a sales conversation)
3. Customer initiated = when consumers initiate or start the contact (example:
customer files a complain)
4. Unexpected touchpoints = contact moments when consumers receive information
about the brand, but they are not planned by the company (example: electronic
word of mouth, mouth to mouth etc.)
IMC Contact Tools / Touch Points: control vs. impact
Planned company created content is high in control of the brand, but the impact is low versus
unexpected touchpoints are low in control, but high on impact.
→ Salience is much more important than persuasion (people thinking about your brand is the most
important)
We gaan inzoomen op een paar topics. Deze tabel is meer een framework.
Focussen op analyseren van het communicatie proces → receiver’s en response process van
consumenten.
CONSUMER
2023 - Lectures
Content
WEEK 1 ............................................................................................................................................................. 2
LECTURE 1 ‘Introduction & How marcoms work I: Explicit attitudes’. ............................................................. 2
LECTURE 2 ‘How marcoms work II: ‘Implicit attitudes’ .................................................................................. 14
WEEK 2 ........................................................................................................................................................... 22
LECTURE 3 ‘How marcoms work part 3: Persuasion vs. brand salience ......................................................... 22
LECTURE 4 guest lecture bol.com .................................................................................................................... 32
WEEK 3 ........................................................................................................................................................... 35
LECTURE 5 ‘What marcoms should say I: Message content for persuasion’ ................................................. 35
LECTURE 6: What marcoms should say ||: message content for brand salience .......................................... 43
WEEK 4 ........................................................................................................................................................... 52
LECTURE 7 ‘Where marcoms should say it : Media planning ......................................................................... 52
LECTURE 8 Where marcoms should say it II: Guest lecture Media Brands – Dutch media landscape by Bart
Vijlbrief ............................................................................................................................................................. 56
WEEK 5 ........................................................................................................................................................... 60
LECTURE 9 ‘Guest lecture’ google ................................................................................................................... 60
LECTURE 10– Should marcoms say it at all? Marcoms and climate crisis I: The consumer ........................... 63
WEEK 6 ........................................................................................................................................................... 67
LECTURE 11 ‘should marcoms say it all?’ ........................................................................................................ 67
LECTURE 12 ‘Climate crisis part 3: solutions ................................................................................................... 70
,WEEK 1
LECTURE 1 ‘Introduction & How marcoms work I: Explicit attitudes’.
In this lecture, we will briefly introduce the course by tapping into the Integrated Marketing
Communication (IMC) perspective, talk about various types of touch points, and by briefly discussing
the course topics and assignments. After a short introduction, we will focus on how marcoms work. It
can be quite challenging to predict how consumers will respond to and process marketing
communications (e.g., advertising). In this lecture, we will provide you with an overview of different
attitude formation and change models that shed light on how consumers might process marketing
communications.
Integrated Marketing Communication (IMC)
Belch & Belch, 2015
- The evolution of IMC (integrated marketing communication)
➢ Marketing communication was normally focused on advertising via mass-media, this was
a dominant form of marketing communication.
➢ 1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
took place.
➢ Now: we are trying to coordinate all the promotional elements / marketing activities that
will communicate with our (potential) customers!
Integrated marketing communications (IMC) = a strategic business process to plan, develop, execute
and evaluate brand communications programs.
→ It is the big picture on building strong brands
Marcoms now is about building relationships → we zitten nu in een relationship era. Het was meer
gefocust op ‘selling, persuading, etc’. Nu is de focus meer op building relationships. Dus loyaliteit en
positieve mond op mondreclame i.p.v. harde sales.
Marketing communication is about building relationships → we want it to contribute to sales/market
share.
We moved from the consumer area (what the brand does, interruption and persuasion, sell more,
present the brand positively, channels to influence) to the relationship area (build sustainable
relationships and trust, engage people, why the brand exists, present the brand authentically,
channels to engage).
,Het is wel belangrijk om te bedenken dat het uiteindelijk wel op sales gaat. Laten we dat niet
vergeten.
Problems in media strategy decision: insufficient information (data), inconsistent terminologies, time
pressures or difficulty measuring effectivenss.
IMC audience contact tools/touchpoints.
There are 4 categories of touchpoints:
, 1. Company created touchpoints = planned marketing communications that are
created by the company (example: advertising etc.)
2. Intrinsic touchpoints = interactions between the brand and the consumer (example:
a sales conversation)
3. Customer initiated = when consumers initiate or start the contact (example:
customer files a complain)
4. Unexpected touchpoints = contact moments when consumers receive information
about the brand, but they are not planned by the company (example: electronic
word of mouth, mouth to mouth etc.)
IMC Contact Tools / Touch Points: control vs. impact
Planned company created content is high in control of the brand, but the impact is low versus
unexpected touchpoints are low in control, but high on impact.
→ Salience is much more important than persuasion (people thinking about your brand is the most
important)
We gaan inzoomen op een paar topics. Deze tabel is meer een framework.
Focussen op analyseren van het communicatie proces → receiver’s en response process van
consumenten.
