MARKETING COMMUNICATIONS AND THE CONSUMER
2024 – LECTURES
Table of Contents
Introduction ............................................................................................................. 2
Lecture 1 – How marcoms work I: Explicit attitudes ......................................................... 5
Lecture 2 – How marcoms work II: Implicit attitudes ...................................................... 18
Lecture 3 – How marcoms work III: Persuasion vs. brand salience ..................................... 31
Lecture 4 – Guest lecture MediaBrands: Marketing strategy ............................................ 44
Lecture 5 – What marcoms should say I: Message content for persuasion .......................... 45
Lecture 6 – What marcoms should say II: Message content for brand salience .................... 61
Lecture 7 – Where marcoms should say it I: Media planning ............................................ 75
Lecture 8 – Where marcoms should say it II: Guest lecture Media Brands – Dutch media
landscape by Bart Vijlbrief ......................................................................................... 82
Lecture 9 – Where marcoms should say it III: Guest lecture Google – Paid search and YouTube
marketing by Lisa de Wachter .................................................................................... 83
Lecture 10 – Should marcoms say it at all? Marcoms and climate crisis I: The consumer ....... 85
Lecture 11 – Should marcoms say it at all? Marcoms and climate crisis II: The advertiser...... 95
Lecture 12 – Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions99
, Introduction
Integrated Marketing Communications (IMC) Belch & Belch, 2015
- Vroeger ging marketing com vooral over het verkopen van producten, en nu vooral om het
opbouwen van relaties met customers. Het gaat om loyalty bouwen, instead of only focusing on
sales.
- 1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
o Maar in the end gaat het om gaining/protecting market share of the brand, dus alsnog
sales.
o Now: we are trying to coordinate all the promotional elements / marketing activities
that will communicate with our (potential) customers!
à Marcoms is now about building relationships! à we want it to contribute to sales/market share.
à 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.
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.
4 categories of contact moments/touchpoints. Belch & Belch, 2015
1. (planned) Company created touchpoints (planned marketing communications: advertising,
website of brand, packaging)
2. Intrinsic touchpoints: all interactions brand and consumer (talking in a shop)
3. Customer initiated touchpoints: when consumer starts the contact (a complaint for example)
4. (unplanned) Unexpected touchpoints: when consumer gets info about brand that is unplanned
by company (word of mouth, electronic word of mouth, reviews etc.)
This can be plotted in: How much control or influence the brand has on the different contact moment.
The touchpoints can be ordered on 2 dimensions: Control vs. Impact
IMC Contact Tools / Touch Points: control vs. impact
on the other hand unexpected like word of mouth: much more impact, but more difficult for brands to
control.
,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.
à 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 à receiver’s en response process van
consumenten.
the MCC course
How marcoms work
- Persuasion
- Brand salience
What marcoms should say
- Target behavioral, normative or control beliefs
- Target category entry points, include distinctive brand elements
Where marcoms should say it
- Media planning, Cross media advertising, Synergy
- Media landscape
- Youtube marketing
, Lecture 1 – How marcoms work I: Explicit attitudes
- * De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communica- tions work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
In this lecture, we will briefly introduce the course by tapping into the Integrated Marketing Communica
tion (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.
Lecture 1: How marcoms work I: Explicit attitudes
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.
Marketing communications (marcoms) aim at encouraging people to buy (or keep buying) a particular
brand.
à How do consumers process and respond to marketing communications (e.g. advertising)?
1. Attitude towards the brand
2. Elaboration likelihood model (extent of information processing)
Attitude formation and change --> Attitude toward the brand
• How much a person likes/dislikes the brand. If we are able to make sure the consumers have a
positive brand attitude, they will be more likely to choose the brand. It’s about the overall
evaluation of the brand.
, • Extent to which persons holds favorable/unfavorable view of the brand.
• Strong focus because we believe that if we are able to make sure that consumers have a
positive attitude towards the brand, they are more likely to buy
3 Attitude components
Attitudes are stable maar ze kunnen wel beinvloed worden. 3 attitude components:
1. Cognitive
2. Effective components: reflects feelings linked to brand
3. Behavioural component
Ex: You may love Timberland shoes (affective component) because you know they are durable and
convenient to wear (cognitive component) and that is why you want to buy Timberland the next time you
go shopping (behavioral component)
Attitude formation and change
- How do consumers process and respond to marketing communications?
This is difficult to predict and is influenced by many factors (e.g. goals, product type,
involvement, situation)
- Er is geen single model dat kan voorspellen hoe consumers respond to marcoms.
Er zijn 2 modellen/ 2 dimensions:
1. Basis of attitude formation (what attitude is the target?)
§ Cognitive vs. Affective vs. behavioral
2. Elaboration level of marcoms message (what is the elaboration level of the consumer?)
§ High vs low
2024 – LECTURES
Table of Contents
Introduction ............................................................................................................. 2
Lecture 1 – How marcoms work I: Explicit attitudes ......................................................... 5
Lecture 2 – How marcoms work II: Implicit attitudes ...................................................... 18
Lecture 3 – How marcoms work III: Persuasion vs. brand salience ..................................... 31
Lecture 4 – Guest lecture MediaBrands: Marketing strategy ............................................ 44
Lecture 5 – What marcoms should say I: Message content for persuasion .......................... 45
Lecture 6 – What marcoms should say II: Message content for brand salience .................... 61
Lecture 7 – Where marcoms should say it I: Media planning ............................................ 75
Lecture 8 – Where marcoms should say it II: Guest lecture Media Brands – Dutch media
landscape by Bart Vijlbrief ......................................................................................... 82
Lecture 9 – Where marcoms should say it III: Guest lecture Google – Paid search and YouTube
marketing by Lisa de Wachter .................................................................................... 83
Lecture 10 – Should marcoms say it at all? Marcoms and climate crisis I: The consumer ....... 85
Lecture 11 – Should marcoms say it at all? Marcoms and climate crisis II: The advertiser...... 95
Lecture 12 – Should marcoms say it at all? Marcoms and climate crisis III: Focus on solutions99
, Introduction
Integrated Marketing Communications (IMC) Belch & Belch, 2015
- Vroeger ging marketing com vooral over het verkopen van producten, en nu vooral om het
opbouwen van relaties met customers. Het gaat om loyalty bouwen, instead of only focusing on
sales.
- 1980s: arrival of new disciplines like public affairs, PR, direct marketing, sales promotion
o Maar in the end gaat het om gaining/protecting market share of the brand, dus alsnog
sales.
o Now: we are trying to coordinate all the promotional elements / marketing activities
that will communicate with our (potential) customers!
à Marcoms is now about building relationships! à we want it to contribute to sales/market share.
à 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.
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.
4 categories of contact moments/touchpoints. Belch & Belch, 2015
1. (planned) Company created touchpoints (planned marketing communications: advertising,
website of brand, packaging)
2. Intrinsic touchpoints: all interactions brand and consumer (talking in a shop)
3. Customer initiated touchpoints: when consumer starts the contact (a complaint for example)
4. (unplanned) Unexpected touchpoints: when consumer gets info about brand that is unplanned
by company (word of mouth, electronic word of mouth, reviews etc.)
This can be plotted in: How much control or influence the brand has on the different contact moment.
The touchpoints can be ordered on 2 dimensions: Control vs. Impact
IMC Contact Tools / Touch Points: control vs. impact
on the other hand unexpected like word of mouth: much more impact, but more difficult for brands to
control.
,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.
à 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 à receiver’s en response process van
consumenten.
the MCC course
How marcoms work
- Persuasion
- Brand salience
What marcoms should say
- Target behavioral, normative or control beliefs
- Target category entry points, include distinctive brand elements
Where marcoms should say it
- Media planning, Cross media advertising, Synergy
- Media landscape
- Youtube marketing
, Lecture 1 – How marcoms work I: Explicit attitudes
- * De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2013, Chapter 3). How marketing
communica- tions work. In P. De Pelsmacker, M. Geuens, & J. Van Den Bergh (Eds.), Marketing
communications: A European perspective (5th ed., pp. 72-119). Harlow: Pearson.
In this lecture, we will briefly introduce the course by tapping into the Integrated Marketing Communica
tion (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.
Lecture 1: How marcoms work I: Explicit attitudes
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.
Marketing communications (marcoms) aim at encouraging people to buy (or keep buying) a particular
brand.
à How do consumers process and respond to marketing communications (e.g. advertising)?
1. Attitude towards the brand
2. Elaboration likelihood model (extent of information processing)
Attitude formation and change --> Attitude toward the brand
• How much a person likes/dislikes the brand. If we are able to make sure the consumers have a
positive brand attitude, they will be more likely to choose the brand. It’s about the overall
evaluation of the brand.
, • Extent to which persons holds favorable/unfavorable view of the brand.
• Strong focus because we believe that if we are able to make sure that consumers have a
positive attitude towards the brand, they are more likely to buy
3 Attitude components
Attitudes are stable maar ze kunnen wel beinvloed worden. 3 attitude components:
1. Cognitive
2. Effective components: reflects feelings linked to brand
3. Behavioural component
Ex: You may love Timberland shoes (affective component) because you know they are durable and
convenient to wear (cognitive component) and that is why you want to buy Timberland the next time you
go shopping (behavioral component)
Attitude formation and change
- How do consumers process and respond to marketing communications?
This is difficult to predict and is influenced by many factors (e.g. goals, product type,
involvement, situation)
- Er is geen single model dat kan voorspellen hoe consumers respond to marcoms.
Er zijn 2 modellen/ 2 dimensions:
1. Basis of attitude formation (what attitude is the target?)
§ Cognitive vs. Affective vs. behavioral
2. Elaboration level of marcoms message (what is the elaboration level of the consumer?)
§ High vs low
