Communication

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Communication
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Goals of Marketing Communications

• Category need
• Brand awareness
• Brand attitude
• Brand purchase intention
• Purchase facilitation

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THEORY OF REASONED ACTION
Beliefs about actions
Attitude
Evaluations
Behavior
Evaluations
Intention
Beliefs others opinions
Subjective Norm
Motivation to comply
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USING BEHAVIORAL INTENTIONS MODEL

• Change existing beliefs
• Change importance/evaluation of a feature
• Introduce new beliefs
• Change existing normative beliefs
• Change motivation to comply with subjective norm
• Introduce new normative components

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Elaboration Likelihood Model

• Central Path
• Listen to reasons
• Think about message
• Motivated
• Able
• Enduring attitude change
• Strong arguments convince weak do not
• Quality of argument

• Peripheral Path
• How is message presented?
• Little effort to think about message
• Not motivated
• Not able
• Temporary attitude shift
• Number of arguments
• Often first path taken

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BEHAVIORAL PERSUASION STRATEGIES

• Foot-in-the-door
• Door-in-the-face
• Low balling

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COMMUNICATION

• Source
• Message
• Medium
• Receiver
• Feedback

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SOURCE EFFECTS

• Power
• Attractiveness
• Creditibility
  
  Knowledge
  Trust

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Lecture vs. Drama

• LECTURE
• Directed at audience
• Like a speech
• Model oration
• Presenter is authority
• Presents facts, evidence, arguments
• CREDIBILITY IS KEY

• DRAMA
• Characters speak to each other
• Like a play
• Viewer infers message
• Sample emotional reward
• Implications owned by viewer
• VERISIMILITUDE IS KEY

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MECCAS Model

• Driving force - Value
• Leverage Point - Activation of value
• Executional Framework - Plot
• Consumer Benefit -Positive consequence
• Message Elements Specific Attributes