Information Processing: Part II

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Information ProcessingPart II

• MKT 750
• Professor West

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Agenda

• Finish up our discussion of IP model
• Discuss memory and how marketers can be assured
  that their message is encoded and remembered
• Meet with teams to discuss projects
• Review past projects

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Helping Consumers Remember

• Forgetting implies foregone sales
• Have you checked your smoke detector battery
  lately?
• How old is your toothbrush?
• When did you last change your air filter?
• Speeding product replacement can have direct
  effect on a firms bottom line.

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Food for Thought

• Develop a plan to speed up the replacement cycle
  for
• Energizer batteries in smoke detectors
• Colgate toothbrushes
• E-Z Flow air filters for your air conditioner
• Support your recommendations using what we know
  about information processing and memory

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Evaluating an Communications Campaign
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Marketing Communication Vehicles

• Customized
• 
  Salesperson
• Web
• Database
• Telemarketing
• E-mail
• Direct Mail
• Media
• Radio
  Catalogs
• Newspapers
• Magazines Infomercials
• Television
• Mass
• Broadcast/ Two-way w/
  Instantaneous
• One-Way Time Lag
  Interaction

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Nontraditional Marketing

• Product Placement
• BMW Z3 Roadster
• Event Sponsorship
• Red Bull
• Atmospherics
• Starbucks
• Grassroots
• Orkin Pest Control

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Marketing Communications
Goals/Objectives Outcomes
Affect behavior Increase Sales
Start with your customer/prospect Create Value
Use any and all forms of contact to get your message across Achieve Ubiquity
Achieve synergy Enhance efficiency
Build relationships ROI
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6 Key Steps For Success

• Market
• Identify your target audience
• Understand perceptions and key benefits sought
• Consider the buying decision process
• Mission
• Set goals sales, profit, share
• Message
• Develop compelling content

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6 Key Steps For Success

• Media
• Evaluate a full spectrum of channels vehicles
• Money
• Establish a budget suited to your goals
• Measurement
• Test integration (not isolation)
• Monitor effects

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Evaluating an Advertising Campaign

• Who is the target market and how will they
  respond?
• How involved is the consumer?
• What is the nature of the purchase?
• Functional/Utilitarian vs Feeling/Hedonic
• First-time purchase vs Repeat purchase
• FCB Grid

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Evaluating an Advertising Campaign

• What is the objective of the campaign?
• AIDA Hierarchy of Effects
• Persuasion/Changing Attitudes
• What are indicators of success or failure?

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Evaluating an Advertising Campaign

• Were the right tactical decisions made?
• Does the medium fit the message?
• Involvement and interactivity
• Affect
• How well is the vehicle suited to the target
  market?
• Will the target respond favorably to the source?
• Is the source credible, likeable, attractive,
  familiar?

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Evaluating an Advertising Campaign

• Were the right tactical decisions made?
• What are the strengths and weaknesses of the ad
  execution that will facilitate
• Gaining attention?
• Comprehension?
• Acceptance of the message?
• Retention?

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Evaluating an Advertising Campaign
Stages of Information Processing Stages of Information Processing Stages of Information Processing
Tactical Decisions Exposure Attention Comprehension Yielding Retention
Channel/ Medium TV Magazine Increase Reduce Reduce Increase Reduce (L I) Increase (H I)
Source Attractive Credible Familiar Increase Increase Reduce Increase Increase
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Evaluating an Advertising Campaign
Stages of Information Processing Stages of Information Processing Stages of Information Processing
Tactical Decisions Exposure Attention Comprehension Yielding Retention
Vehicle Superbowl Increase Increase
Message Execution Humor Emotional Fear Appeal Comparative Two-sided Increase Increase Increase Reduce Reduce Increase Increase Distraction Depends
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Testing your skills
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Assignment

• Launching the BMW Z3 case is due on Tuesday
• Be sure to read the IMC note