Chapter 5

2. A process by which information is exchanged between individuals
through a common system of symbols, signs, or behavior; also :
exchange of information

3. Marketing Communication is a process by which product information
is transmitted to the target audience
PRODUCT
INFORMATION
TARGET AUDIENCE

4. PRODUCT PLACE
Product Different types of distribution
characteristics, options, assortm channels, density of the distribution
ent, brand system, trade relation mix (policy of
name, packaging, quantity, facto margins, terms of delivery, etc),
ry guarantee merchandising advice
PRICE PROMOTION
List price, usual terms of
payment, usual discounts, Advertising
terms of credit, long-term Sales promotion
saving campaigns
Personal selling
PR

5. REMAINDING
INFORMING •Product
•Product Launch Sales Growth phase
phase •Competitive
•Explanations of positioning
Product’s
TARGET
features & benefits AUDIENCE
PURSUADING
•Product Maturity phase
•Applies to consumers’ memory
(brand specific)

6. PR Advertising Event
Marketing
Sponsorship Product
placement
Merchandising
Communication
New
Program Media
Internet POS
materials
Mobile Sales
Communications Promotions

8. Content
Design Structure

9. Personal
Nonpersonal Channels
Channels
Word of Mouth Personal Selling Print Broadcast Media
Media

10. Different Worlds
Sender Receiver
Experience Experience
Moderate Commonality
Receiver
Sender Experience
Experience
High Commonality
Receiver
Receiver Experience
Sender Experience
Experience

11. Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback

12. Mass Markets and Audience
Market Segments
Niche
Markets
Individual &
Group
Audiences

14. Topical Involvement
High Low
Learning Low involvement
model model
High
Cognitive Cognitive
Affective
Perceived product
Conative
differentiation
Dissonance/ Conative
attribution model
Low
Conative
Affective Affective
Cognitive

15. Thinking Feeling
Involvement 1 2
Informative Affective
The Thinker The Feeler
High
3 4
Involvement
Habit Self-
Formation Satisfaction
Low
The Doer The Reactor

16. • Ad options based on the FCB grid
• Rational versus emotional appeals
• Increasing involvement levels
• Evaluation of a think-type product on the basis of feelings

18. Product/Message Thoughts
Counterarguments Support arguments
Source-Oriented Thoughts
Source derogation Source bolstering
Ad Execution Thoughts
Thoughts about Affect attitude
the ad itself toward the ad

19. Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Routes to Attitude Change
Central route – Peripheral route –
ability and ability and motivation
motivation to to process a message is
process a message is low; receiver focuses
high and close more on peripheral
attention is paid to cues than on message
message content content