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Group 2 Presentation

  1. 1. Principle: Be True to Thy Brand Hannah Latimer , Lauren Rubis, Tricia Fallo, and Zoe Christopher, Emily Schleider
  2. 2. Chapter 4 How marketing communication works
  3. 3. How Does Marketing Communication Work? • Effective Advertising: • A message to a consumer about a brand • Gets attention and provides information and entertainment • Purposeful: creates a response
  4. 4. How Does Marketing Communication Work? • The Mass Communication Approach: • Mass Communication is a process • One-way communication (S) ---->Noise----> (M) (C) (M) (R) Source/Sender→Coded Message-->Channel-->Decoded Message->Receiver (The Advertiser) Audience) (The Agency) (Media) (Interpretation) ←--- (Target Feedback←--
  5. 5. How Does Marketing Communication Work?  Advertising as mass communication Noise: External (S) (Receiver) Advertiser→ Encoding → (Objectives) (By Agency) (M) (Media Mix) Channels→ Consumer Response Noise: Internal <-- ----Feedback←------
  6. 6. How Does Marketing Communication Work? ● Interactive Communication ○ Two-way communication ■ Integrated Marketing Communication ■ Helps create long term relationships ○ Feedback: customers responses through dialogue. ○ The internet has affected the way companies receive feedback. ■ Hashtags
  7. 7. Making an Ad Effective ● Traditional Approaches ○ AIDA: attention, interest, desire, and action ○ Think/Feel/Do ○ Domains
  8. 8. Making an Ad Effective ● Perception: the process by which we receive information through our five senses and assign meaning to it. ○ Exposure ○ Selection + Attention ○ Interest ○ Relevance ○ Curiosity ○ Awareness ○ Recognition
  9. 9. Making an Ad Effective ● Affective responses mirror our feelings about something ○ something that stimulates wants, touches the emotions, establishes a mood, creates liking, and elicits feelings. ○ Both positive and negative ■ Wants + Desires ■ Excitement ■ Feelings ■ Liking ■ Resonance
  10. 10. Making an Ad Effective ● Cognition: how consumers search for and respond to information, as well as how they learn and understand something. ○ Need ○ Cognitive learning ○ Comprehension ○ Differentiation ○ Recall
  11. 11. Making an Ad Effective ● Association: the technique of communicating through symbolism ○ Symbolic meaning ○ Conditioned learning ○ Transformation
  12. 12. Making an Ad Effective ● Persuasion: the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something ○ ○ ○ ○ ○ ○ ○ ○ Motivation Influence Involvement Engagement Conviction Preference + Intention Loyalty Credibility
  13. 13. Making an Ad effective ● Behavioral Response: An action of some kind (direct or indirect) ○ Mental Rehearsal ○ Trial ○ Buying ○ Contacting ○ Advocating + Referrals ○ Prevention
  14. 14. Quantitative Research • Quantitative Research: delivers numerical data regarding the market • Provides information on reactions to advertising and motivation to purchase (purchase intent) • Characteristics of quantitative research: 1. Large sample sizes (100-1000 people) 2. Random sampling (surveys and sales studies)
  15. 15. Chapter 5 This chapter challenges you to think about what brands do to accomplish their business objectives and in what ways they reach out to their audiences
  16. 16.  Consumer Behavior- How individuals or groups select, purchase, use of dispose of products as well as the needs and wants that motivate these behaviors  How to segment consumers and a target market o Purchasers or Customers o Users o Influences
  17. 17. Influences on Consumer Decision Making  Culture/Social Influences: • Every culture has certain norms and cultural values  Advertisers must understand the cultural values of their audience  Social class- the position you occupy within your society
  18. 18. Influences on Consumer Decision Making  Psychological Influence  This looks at things such as,  Their state of mind  Needs and wants  Attitudes  Thoughts  Thinking patterns  Motivations
  19. 19. Segmenting Consumer Groups  Types of Segmentation  Demographic Segmentation- divides the market using characteristics such as, gender, age ethnicity and income  Life Change Segmentation- based on the particular stage in the consumer’s life cycle. This includes categories such as children, college students, single mothers with children and senior citizens living alone  Geographic Segmentation- Uses location as a defining variable because consumers needs vary depending on where they live. For instance, someone who lives in a colder climate will need to purchase more sweaters and jackets than someone living in a warmer climate  Psychographic Segmentation- Is based on how people spend their money, their patterns of work and leisure activities, their lifestyles and attitudes  Behavioral Segmentation- Divides people into groups based on product category and brand usage  Values and Benefits-Based Segmentation-Reflects consumer’s value system, for instance how spiritual they are, as well as their needs or problems. The idea is that people buy different products for different benefits.
  20. 20. Demographics Includes  Age: Baby Boomers, Generation X, Generation Y  Gender: Men and Women buy different things  Education, Occupation, Income  Income: Discretionary Income  Race:  Hispanics- 15%  African Americans- 13%  Asians-5%  Religion: Certain religions forbid certain things
  21. 21.  Psychographics  more effective than demographics  Attitude  advertising can establish, change, reinforce, replace  difficult to change attitude  Lifestyles  surveys introduce consumer to producer  patterns correspond with a set of products  MindBase/Monitor database categories
  22. 22. I Am Expressive I Am At Capacity I Am Down to Earth I Measure Twice I Am Driven I Am Rock Steady I Am Sophisticated I Am Devoted
  23. 23. Sociodemographics  Seniors  Dinkies  Guppies  Skippies  Slackers  bling bling  ruppies
  24. 24.  Behavior  factor to describe consumer/product category relationship  impulse buying vs. thoughtful search  Brand usage & experience  measured by quantity (light, medium, heavy)  “20% buy 80%”
  25. 25.  Innovation & adoption  how willing consumers are to try new things  adoption process  innovators = 25% of population  risks  early adopters…  are involved in unusual activities and level of activity will greatly affect others  weak social contacts  high media users  no set adoption patterns  Trends and Fads
  26. 26. Consumer Decision Making  Process: 1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post- purchase evaluation  low involvement decisions vs. high involvement
  27. 27.  Brand decision  varies with type of product and buying situation  Influences on B2B decisions  buying for rational, informational, or quantitative reasons  many people involved in the process  based on specifications to potential suppliers  may take a while, but usually in place for a time/involves contracts  quality = very important long
  28. 28.  Targeting  using specific communication strategies to match the audiences needs and wants  Profiling  description of target audience to sound like someone you know  using demographics and psychographics  start with most important/broad characteristic, and narrow it down  behavioral profiling (Internet use)  microprofiling (usually politics)  ethical issues
  29. 29. Chapter 6 Strategic Research
  30. 30. How to find consumer insights  know + listen = understand  “What do we need to know in order to make an informed decision?”  types of research:  Market research  Consumer research  Advertising research  Strategic research
  31. 31.  Secondary Research  Government organizations  Trade associations  Secondary research suppliers  Internet  BrandEra.com  Forrester.com  Cluetrain.com  Primary Research  Large scale surveys  Simmons Market Research Bureau  Mediamark Research, Inc.
  32. 32. Quantitative Research  Assigned to accurately count something or predict  Must follow scientific procedures for accuracy  Problems associated with quantitative research (affects data):  Void between consumers and survey questions  Some people may not be able to formulate their opinions to choose an answer  Consumers respond based on how they think they should respond
  33. 33. Qualitative Research  Moves beyond the limitations of consumer responses to preplanned questions.  Provides insight into how consumers behave and why  Methods include: Observation, ethnographic studies, in-depth interviews, and case studies  Focus on in-depth insight as opposed to large sample sizes and scientific predictions  Important for probing and gaining an understanding of consumers
  34. 34. Qualitative Research “Research is more than numbers”  Used in the early stages of developing a brand communication plan  Problems with Qualitative research:  Research can not be applied to the larger population (gathered by small groups)  Answers the question “why” and generates hypotheses to be tested by future quantitative methods
  35. 35. Experimental Research  Designed using formal hypothesistesting techniques comparing different message treatments and human reaction  Aim to control all factors except those being tested  If there is a change in the results, it can be concluded that the those tested were the cause of this change  Uses of experimental research:  Test marketing factors and advertising appeal
  36. 36. The Uses of Research  Agencies use research to make strategic decisions  Rarely conduct this research (done by separate research companies)  The need for research-based information in advertising has increased  Consumers are more demanding  Fragmented markets
  37. 37. The use of research in marketing communication planning Market information Brand Information Consumer insight research Message development research Media research Advertising or IMC Plan Evaluation Research
  38. 38. Market Information  Marketing research: “formal research used by the marketing department for strategic planning”  Market research: “research used to gather information about a particular market”  Includes everything a planner can uncover about the consumer’s view of the brand
  39. 39. Consumer Insight Research  Goal is to “puzzle out a key consumer insight that will help move the target audience to respond to the message”  Gain further insight on consumer  Why buy a product?  Why not buy a product?
  40. 40. Media Research  Begins with consumer research and questions about media behavior  Goal is to activate consumer interest by reaching them through a medium that engages their interest  Gathers information about possible media tools that could be used to deliver a message
  41. 41. Evaluation Research  First level of evaluation is concept testing  All advertisements can be evaluated for their effectiveness before and after the campaign  If used during the campaign, it is to strengthen it
  42. 42. Common Research Methods  Quantitative Methods      Survey research Door-to-door interviews Phone interviews Mail surveys Internet surveys  Qualitative methods        In-depth interviews Focus groups Suggestions and comments Panels Observation research Ethnographic research diaries
  43. 43. Choosing a Research Method  Basic research criteria  Validity: research actually measures what it says it measures  Reliability: can run the same test again and get the same answer  Quantitative methods are useful for gathering data  Qualitative methods are better for uncovering reasons and motives
  44. 44. What is Advertising/Marketing Communication?  A form of communication, messages that are designed to have some type of impact.  Effective advertising is a message to a consumer about a brand.  It gets attention and provides information.
  45. 45. Mass Communication  SMCR Model  Source: a sender who encodes a message, puts it into words and pictures  The message is presented through channels of communication (newspaper, radio, TV) and is interpreted by a receiver  Feedback is obtained by monitoring the response of the receiver.  Important because how the consumer responds to the message determines the effectiveness of the advertising.  Noise are things that interrupt the sending and receiving of the message such as a bad connection or words with unclear meanings.
  46. 46. Interactive Communication  Defined as two way communication.  The source and receiver continuously change position as the message bounces back and forth. (Ping Pong)  The Internet changed communication (texting, Twitter, Facebook, hashtags, etc.)  Easier to receive feedback now
  47. 47. Traditional Approaches to Effective Advertising  AIDA- attention, interest, desire, action  Think/Feel/Do- motives people to think about the message, feel something about the brand, then try it or buy it  Domains- key effects are perception, learning, and persuasion. The idea is that the message can engage consumers’ perceptions, educate them, and persuade them all at the same time.
  48. 48. What Are The Facets of Impact?  Communication Objective, Consumer response, Factors that drive a response  Perception (See/Hear)  Emotional Affective (Feel)  Cognition (Think/Understand)  Association (Connect)  Persuasion (Believe)  Behavior (Act/Do)
  49. 49. The Perception Facet (See/Hear)  Perception: the process by which we receive information through our five senses and assign meaning to it.  Successful advertisements have to be noticed.  Factors that drive a response: exposure, selection and attention, interest, relevance, curiosity, awareness, recognition  http://www.youtube.com/watch?v=LAIGPl_ OeAg
  50. 50. The Emotional or Affective Facet (Feel)  Affective responses mirror our feelings about something.  These ads are meant to stimulate wants, touch emotions, establish a mood, create liking, and elicit feelings (+ or -)  Factors that drive the emotional/affective response: wants and desires, excitement, feelings, liking, resonance.  Axe Body Spray for Men
  51. 51. The Cognition Facet: Think/ Understand  Ads that make you stop and think  Cognition: refers to how consumers search for and respond to information, as well as how they learn and understand something  Factors: need, cognitive learning, comprehension differentiation, recall
  52. 52. The Association Facet: Connect  Association is the technique of communicating through symbolism  Its the process of learning to make symbolic connections between a brand and desirable characteristics, qualities, lifestyles, and situations  3 way process: (1) brand relates to (2) a quality that (3) customers value
  53. 53. The Association Facet: Connect Continued..  Factors that drive the Association Response: symbolism, conditioned learning ,transformation  Brand Linkage: reflects the degree to which the associations presented in the message are connected to the brand  Nike
  54. 54. The Persuasion Facet: Believe  Persuasion: creating or changing attitudes about something (Ex: Got Milk?)  When people are convinced of something their attitudes are expresses as beliefs  Factors: motivation, influence, involvement, engagement, conviction, preference and intention, loyalty, believability and credibility  Opinion Leaders: used to influence peoples attitudes and convince them of the “right” decision (celebrities in Got Milk?)
  55. 55. The Behavior Facet: Act/Do  The goal is to get people to act in various ways, try or buy the brand, visit a store, call a toll-free-number etc.  Direct Action: represents an immediate response  Indirect Action: a delayed response to advertising  Factors: Mental Rehearsal, trial, buying, contacting, advocating and referrals, prevention.
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