How do marketing communications work?
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The document discusses different models for understanding the integrated marketing communication process, including the macro model of communication process, micro model of communication process, and micro model of consumer responses. It also examines the hierarchy of effects model and its three sequences - learn-feel-do, learn-do-feel, and feel-do-learn - for understanding how marketing communications can influence consumer responses at different stages.
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How do marketing communications work
Marketing communications work through a macromodel communication process and micromodel of consumer response stages. The micromodel includes cognitive, affective, and behavior stages moving from attention and awareness to interest, preference, and finally purchase or adoption. Alternative models like AIDA, hierarchy-of-effects, and innovation-adoption describe similar cognitive, affective, and behavior response stages consumers progress through when exposed to communications.
How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
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The document discusses the fundamental elements of effective communication including the key parties (sender and receiver), tools (message and media), functions (encoding, decoding, response, feedback), and competing random messages that can interfere. It also covers understanding the target audience, their expected responses, and ensuring overlap between the sender and receiver's field of experience. The document outlines several stage models of communication including the cognitive, affective, and behavior stages; the hierarchy-of-effects model moving from awareness to purchase; and the innovation-adoption model moving from awareness to adoption. It discusses different learn/feel/do sequences that can occur depending on audience involvement and product differentiation.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Consumer & industrial buying behaviour learning
The document discusses consumer and industrial buying behavior by examining learning theories and their marketing implications. It specifically looks at behavioral learning theories like classical and instrumental conditioning, and how concepts like repetition, reinforcement, and punishment can influence consumer behavior. It also analyzes cognitive theories of involvement and the central and peripheral routes to persuasion.
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This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation and communication. Post-testing involves tracking studies that monitor brand performance over time through measures like awareness, preference and attitudes. Various methods are used to pre-test and post-test ads across different media like TV, print and online.
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This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
Cb ppt
Consumer learning is the process by which individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are two main types of learning - intentional learning from a careful search and incidental learning without much effort. Marketers must teach consumers how to buy, use, maintain and dispose of products. Learning theories include behavioral theories based on responses to stimuli and cognitive theories based on mental information processing. Behavioral learning theories include classical conditioning, instrumental conditioning, and observational learning. Cognitive learning involves problem solving and can be rote, observational, or reasoning-based. Marketers can apply learning theories to their strategies, such as using repetition, reinforcement, and involvement to influence consumer attitudes and behaviors.
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How do marketing communications work
Marketing communications work through a macromodel communication process and micromodel of consumer response stages. The micromodel includes cognitive, affective, and behavior stages moving from attention and awareness to interest, preference, and finally purchase or adoption. Alternative models like AIDA, hierarchy-of-effects, and innovation-adoption describe similar cognitive, affective, and behavior response stages consumers progress through when exposed to communications.
How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
16-2 (how do marketing communications work)
The document discusses the fundamental elements of effective communication including the key parties (sender and receiver), tools (message and media), functions (encoding, decoding, response, feedback), and competing random messages that can interfere. It also covers understanding the target audience, their expected responses, and ensuring overlap between the sender and receiver's field of experience. The document outlines several stage models of communication including the cognitive, affective, and behavior stages; the hierarchy-of-effects model moving from awareness to purchase; and the innovation-adoption model moving from awareness to adoption. It discusses different learn/feel/do sequences that can occur depending on audience involvement and product differentiation.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
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The document discusses consumer and industrial buying behavior by examining learning theories and their marketing implications. It specifically looks at behavioral learning theories like classical and instrumental conditioning, and how concepts like repetition, reinforcement, and punishment can influence consumer behavior. It also analyzes cognitive theories of involvement and the central and peripheral routes to persuasion.
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Consumer learning is the process by which individuals acquire knowledge about purchasing and consuming products that they apply to future behaviors. There are two main types of learning - intentional learning from a careful search and incidental learning without much effort. Marketers must teach consumers how to buy, use, maintain and dispose of products. Learning theories include behavioral theories based on responses to stimuli and cognitive theories based on mental information processing. Behavioral learning theories include classical conditioning, instrumental conditioning, and observational learning. Cognitive learning involves problem solving and can be rote, observational, or reasoning-based. Marketers can apply learning theories to their strategies, such as using repetition, reinforcement, and involvement to influence consumer attitudes and behaviors.
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This document discusses various methods for evaluating advertising effectiveness, including pre-testing and post-testing methods. It describes pre-testing techniques like creative concept research, focus groups, and physiological testing to evaluate concepts and measure audience response. Post-testing methods discussed include recall tests, recognition/readership tests, attitude tests, inquiry tests, sales tests, and tracking studies to evaluate ad performance after launch. The document provides details on specific techniques for print, television, radio, and other media like central location tests, diary studies, and consumer panels.
Consumer learning
Consumer learning is the process by which individuals acquire knowledge and experience about purchasing and consuming products and services, which they then apply to future behaviors. There are several factors that influence consumer learning: motivation and cues drive behavior, and reinforcement increases the likelihood of that response reoccurring when faced with similar stimuli. Classical conditioning teaches automatic responses through repeated exposure and pairing of stimuli.
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Consumer learning is the process by which individuals acquire knowledge and experience about purchasing and consuming products and services, which they then apply to future behaviors. There are several factors that influence consumer learning: motivation and cues drive behavior, and reinforcement increases the likelihood of that response reoccurring when faced with similar stimuli. Classical conditioning teaches automatic responses through repeated exposure and pairing of stimuli.
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This document summarizes advertising effectiveness testing. It discusses:
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- Testing occurs before (pretesting) and after (posttesting) campaigns to select ad executions, improve ads, and evaluate strategy effectiveness.
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While customers’ buying journey has grown more complex than ever before, they expect highly relevant and smooth brand experiences through the purchase path. Customers who do not receive relevant communication are likely to drift away from the brand. Therefore, personalisation is very much a part of the marketing strategy.
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Measuring the Effectiveness of the Promotional Program
1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
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Diseño estrategia de marketing online efectiva
OBJETIVOS
- Hacer reflexionar al alumnos sobre la presencia online desde el punto de vista de una estrategia de negocio de la que debe obtenerse un ROI positivo.
- El alumno será capaz de identificar las técnicas de marketing online más adecuadas para cada fase del proceso de compra (Purcharse Funnel)
- El alumno aprenderá las claves para desarrollar una estrategia de marketing online por etapas.
- El alumno será capaz de desarrollar un Dashboards integral para el seguimiento de los resultados del canal online.
- El alumno descubrirá las técnicas de análisis web más efectivas y sencillas para las optimización de una estrategia de marketing online.
Los clientes no llegan a nuestra portal web y eligen comprar nuestros servicios por arte de magia, para que esto ocurra es necesario trabajar duro y desarrollar una estrategia online integral.
Comprender el proceso por el que atraviesa la audiencia hasta convertirse en un cliente fidelizado es clave para conseguir convertir nuestras visitas en clientes.
En este taller aprenderemos a desarrollar una estrategia de marketing online efectiva que nos ayude a generar un ROI para nuestro negocio.
1. Diseño de una presencia online orientada a negocio.
1.1. Reflexiones previas.
1.2. Errores letales en una estrategia online.
1.3. Alinear objetivos de negocio y online.
1.4. Posicionarse para los segmentos objetivo.
1.5. Caso de estudio.
2. Diseño de una estrategia de marketing online efectiva
2.1. El embudo de compra (Purchase Funnel)
2.2. Técnicas de marketing online esenciales.
2.3. Técnicas de marketing más adecuadas para cada fase del embudo.
2.4. Caso de estudio.
2.5. Etapas para implementar una estrategia de marketing online.
2.6 Metodogía See - Think - Do
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3.1. Estudio del Modelo de Medición de Marketing Digital (DMMM)
3.2. Cómo usar el modelo DMMM para optimizar los resultados web.
3.3. Caso de estudio.
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Firms use marketing communication to inform, persuade and remind consumers about products. Marketing communication represents the voice of the company and shows consumers how, when, where and why to use products. It helps build brand equity by increasing consumer awareness, familiarity, and loyalty which can create associations and shape brand image and personality. The goal is to close the gap between consumer knowledge and company objectives.
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2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
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The document discusses several models of communication that were developed over time:
1) The earliest model was the "Continuous Loop Model" which depicted communication as a machine with feedback loops. It had flaws in assuming communication is always continuous.
2) Shannon and Weaver's 1949 model was more practical, studying phone conversations over 2 years. It depicted information sources, transmitters, receivers, noise sources, and feedback.
3) Berlo's late 1970s/early 1980s model tried to be all-inclusive but was never tested, so it is considered a "theory" rather than a true model. It depicted the roles of senders and receivers.
Presentation & communication skills
Communication & presentation skills training course duration 12hrs in 2days , advanced course Video & assignment embedded for mid-level career or management level.
Services Marketing - Service Positioning
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Communication ppt
The document discusses the key aspects of communication including the definition, process, types, levels and barriers of communication. It defines communication as the exchange of information, ideas, thoughts and feelings through various channels like speech, signals, writing and behavior. The types of communication covered are verbal, nonverbal, oral, and written. Verbal communication can be oral or written, while nonverbal involves body language, appearance and sounds. The levels of communication range from intrapersonal to interpersonal, small group, one-to-group, and mass communication. Barriers to effective communication include physical, perceptual, emotional, cultural, language, gender and interpersonal factors. The document also provides tips for overcoming barriers and tools for effective
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A brand is forever ! A framework for revitalizing declining and dead brands.
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Presentation1
The document discusses creativity in advertising and when it is most effective. It defines creativity as the ability to find unusual and nonobvious solutions to a problem. The use of creativity differs by product category, with more functional products preferring less creative approaches. Simply making ads more creative does not always lead to more sales. The best models for determining ad effectiveness account for interdependencies between variables rather than assuming independence. The case method is also discussed as an alternative to lectures for teaching that requires students to actively engage with materials.
Make the most of a polarizing brand
Slides on making the most of a polarizing brand, based on a Harvard Business Review Article By Xueming Luo, Michael Wiles, and Sascha Raithel, by Dhananjay Goel.
Making the most of a polarizing brand
This presentation is based on the harvard business review article on "Making the most of a polarizing brand."
Hbr article - creative that cracks code
These are based upon an HBR Article: creative that cracks code
made by Nandini Gupta as a marketing internship done under the guidance of Prof. Sameer Mathur
Preserve the luxury or extend the Brand
HLL faced a dilemma about whether to extend its popular brands into new categories to drive growth. On one hand, brand extensions could increase profits by leveraging existing brand equity. However, extensions also carried risks like confusing consumers or damaging the core brand if not done properly. HLL's chairman believed extensions should strengthen, not change, the core brand. While some extensions like Clinic All Clear shampoo were successful, others like Ponds toothpaste failed. Facing intensifying competition, HLL decided to strengthen its presence in the talcum powder category by extending several brands into it in 2003.
Preserve the luxury or extend the Brand
1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
Goodyear : Aquatred
Created by Anngad Singh,
Delhi Technological University,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Steinway and sons - Case analysis
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Med net
Mednet.com faces declining traffic and revenue as competitors provide similar health information. One major competitor, Cholesterol.com, focuses on specific conditions and gathers personal user data, attracting major advertisers. Mednet considers adapting this model but surveys find users opposed to providing personal data. Instead, Mednet decides to gradually expand into alternative medicine content, starting cautiously, to grow its audience and advertising revenue without compromising its scientific standards or legal compliance. This solution balances increasing traffic and sales with maintaining user trust.
Good year the aquatred launch
The document discusses the history and business of The Goodyear Tire & Rubber Company, a global tire manufacturer founded in 1898 in Akron, Ohio. It details Goodyear's dominance in the early tire industry and describes its product portfolio including tires for cars, trucks, aircraft and heavy machinery. The text also examines Goodyear's Aquatred tire development in the 1990s, consumer brand preferences between Goodyear and Michelin at that time, and managers' concerns around launching the new Aquatred product.
A brand is forever- Havard Business Case
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Branding yoga
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Dove- Evolution of a brand
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
What are brands good for
Brand managers are facing challenges in the new era of consumer disaggregation. Retailers are gaining more power through their consumer data collected from loyalty programs. Kraft Foods launched a personalized magazine called "Food & Family" to build direct relationships with consumers. However, brand management systems are still focused on brands rather than consumers. The case discusses that brands can still be valuable by developing differentiated value propositions under umbrella branding and combining with targeted consumer communication through disaggregation. Brand managers need to shift their focus from brands to developing relationships directly with profitable consumer segments.
Gino sa distribution channel management
The document discusses a case study involving Gino SA, a burner manufacturer, and its distributor Jinghua and potential OEM customer Feima. Gino's China marketing manager Zhou must decide whether to develop Feima as an OEM customer directly or continue selling through Jinghua, risking losing Feima's business. While gaining Feima as an OEM would increase sales, it could damage Gino's relationship with Jinghua, its largest distributor accounting for 40% of revenue. The recommendation is for Gino to accept Feima as a customer through Jinghua to strengthen bonds with distributors while keeping Feima's business through discounts.
How do institutional buyers and government agencies do their buying
Institutional buyers and government agencies form decision-making units or committees to identify needs and wants. They then ask suppliers to submit bids for contracts and often award the contract to the lowest bidder. Large government projects may also float global tenders to receive bids from international suppliers.
How do business buyers make their decision
The buying process begins with a company recognizing a need that can be met through acquiring a good or service. The buyer then determines general characteristics and requirements and solicits proposals from suppliers. The buying center specifies desired supplier attributes, selects the best supplier, and negotiates the final order details. The buyer periodically reviews supplier performance and may continue, modify, or end the relationship based on reviews.
How can companies build strong relationships with business customer
The document discusses how companies can build strong relationships with business customers. It identifies four forces that influence relationships between business partners: availability of alternatives, importance of supply, complexity of supply, and supply market dynamism. It also categorizes buyer-supplier relationships into eight categories ranging from basic buying and selling to mutually adaptive relationships, with higher levels of cooperation, trust, and adaptation indicating stronger relationships.
4. How can we improve service quality?
Created by Anngad Singh, Delhi Technological University, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com
3. How can we achieve excellence in services marketing?
Created by Anngad Singh, Delhi Technological University, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com
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How do institutional buyers and government agencies do their buying
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3. How can we achieve excellence in services marketing?
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- 5. Micro Model of Consumer Responses
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