TFMK 9003:

Marketing
Communications

Week 1: Designing and Managing

Integrated Marketing
Communications

• Elements of marketing communication

• The communication process
• Response models
• Customer Involvement Foote, Cone &
Belding Grid

Traditional Perspective on Marketing Communication

The Communication
Mix
Advertising /Public
Relations •creates awareness
•creates image
•strategic
•difficult to check effectiveness
•general proposition

Hospitality
Design Features
Product CONSUMER PERCEPTIONS

•tactical
•more direct link with sales
Merchandising, Sales, •specific proposition
Promotion, Direct Mail,
Personal Selling
 Main Elements in the
Communication Mix
Personal
selling
Publicity and
Advertising public relations

Direct mail Sponsorship

Sales
promotion

Connections Planning
( Cawley Nea TBWA)
Connections planning is designed to
inspire, amplify and leverage total communications ideas
through the use of multi-channel planning

Connections are anything and everything that exists between a brand and
its customers. This informs the planning of brands communications across
all marketing disciplines: public relations, direct marketing, advertising,
action marketing (events and promotions), design and original content.

Connections Planning determines the most relevant, cost effective and

advantageous points of contact between brands and their existing or
potential customers. This enables a persuasion sequence to be created to
arrive at the best possible mix, use and construct of connections to change
consumer behaviour to achieve the agreed business objectives.

Connections Planning in Detail

Theoretically, Connections can be categorised as

anything that communicates either a reputation, a
relationship, or an identity.

These categories can be further subdivided into six major

disciplines: public relations, design (from in-store to
product design), direct marketing, action marketing
(including events and promotions), advertising and
content (ranging from publishing to movie making).

These disciplines can be in turn further subdivided into

individual channels; for example, the list of advertising
channels typically includes television, radio, print, outdoor
and interactive.

Each channel can be broken down into its possible uses,

which span from a passive interruption (e.g. a 30 second
spot) to a mutually beneficial collaboration (eg. a 30
minute TV program).
 The Communications Process
Fields of Experience

Source / Channel Receiver /

Sender
Encoding Decoding Audience
MESSAGE

Noise

Response Feedback Loop

Mandarin Oriental: Source Effect

Isabella Rossellini
Encoding / Decoding Symbols
• Graphic • Verbal
– Pictures – Spoken word
– Drawings – Written word
– Charts – Song lyrics
• Musical • Animation
– Arrangement – Action/motion
– Instrumentation – Pace /speed
– Voice or chorus – Shape/Form

Experiential Overlap
Different Worlds
Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

Moderate Commonality
Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

High Commonality
Sender
Sender Receiver
Experience
Experience Experience

Semiotics
Three Components of a marketing message

Object
Brand such as Disney

Sign or symbol Interpretant/

representing intended intended meaning
meaning ( Mickey Mouse) (friendly, fantasy,
family )
What is the symbolic meaning of the
Shamrock?

Two Types of Channels

• Direct (Personal)
– One-on-one
– One to group
– Team to group

• Indirect (Media)
– Paid media
– Unpaid media
– Special media

Human Communicators
• Verbal
– Vocabulary
– Grammar
– Inflection

• Nonverbal
– Gestures
– Facial expression
– Body language
Levels of Audience Aggregation
Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Models of the Response Process

Models
Stages AIDA Hierarchy of Innovation Information
model effects model adoption Processing

Attention Awareness Awareness Presentation

Cognitive Attention
Knowledge Interest Comprehension

Interest Linking Yielding

Affective Preference
Desire Conviction Evaluation Retention

Trial
Behavioral
Action Purchase Adoption Behavior

Advertising is used to make

consumers aware of new products
and their features
Models of Obtaining Feedback
Persuasion Process Effectiveness Test

Circulation reach Exposure, presentation

Listener, reader,
Viewer recognition Attention

Recall, checklists Comprehension

Brand attitudes, Message acceptance/

Purchase intent yielding

Recall over time Retention

Consumer panel Purchase behavior

An Alternative Response Hierarchy

Topical Involvement
High Low
Learning Model Low Involvement
Model
Perceived product

High
differentiation

Cognitive
Cognitive
Affective
Conative

Dissonance/ Conative
Attribution Model
Low

Conative
Affective Affective
Cognitive

Ads for a low involvement

product
 Involvement Concept
Antecedentsof of Possibleresults
Possible results
Antecedents ofinvolvement
involvement
involvementderived
involvement derived of
from the literature
from the literature of

Elicitationof

Elicitation
counterargumentsto
counterarguments to
Personfactors
factors ads
ads
Person
--Needs
Needs
Involvement

Effectivenessof

Effectiveness ofad
adto
to
- Importance Involvement inducepurchase
purchase
- Importance induce
--Interest
Interest
Relative importance

Relative importance of of
--Values
Values
Withadvertisements
advertisements
theproduct
the productclass
class
With
differences

Perceiveddifferences

Perceived
Objector
Object orstimulus
stimulusfactors
factors ininproduct
productattributes
attributes

--Differentiation
Differentiationof
of Withproducts
With products
Preferenceof

Preference ofaa
alternatives particularkind
particular kind
alternatives
--Source
Sourceofofcommunication
communication
Influence of priceon

Influence of price on
––Content
Contentof of Withpurchase
With purchasedecisions
decisions brandchoice
brand choice
communication
communication
Amountofofinformation
information

Amount
onsearch
on search
Situationalfactors
Situational factors spend

Timespend
-Purchase/use
Time
-Purchase/use deliberatingalternatives
deliberating alternatives
-Occasion
-Occasion
Type of decisionrule

Type of decision rule
usedininchoice
used choice

Foote, Cone & Belding Grid

Thinking Feeling
Involvement

1 2
High

Informative Affective
The Thinker The Feeler
Involvement

3 4
Low

Habit Self-
Formation Satisfaction
The Doer The Reactor

Foote, Cone & Belding Grid

Thinking

1
Informative
The Thinker
Involvement

Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
High

Possible implications
Test: Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration
Foote, Cone & Belding Grid
Feeling

2
Affective
The Feeler
Involvement

Jewelry-cosmetics-fashion goods
Model: Feel-learn -do (psychological?)
High

Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact

Foote, Cone & Belding Grid

Thinking

3
Habit formation
The Doer
Involvement

Food-household items
Model: Do-learn-feel (responsive?)
Low

Possible implications
Test: Sales
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder

Foote, Cone & Belding Grid

Feeling

4
Self-satisfaction
The Reactor
Involvement

Cigarettes, liquor, candy

Model: Do-feel-learn (social?)
Low

Possible implications
Test: Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
 Cognitive Response
 A method for examining consumers’ cognitive
processing of advertising messages by looking at
their cognitive responses to hearing, viewing, or
reading communications

 Examines types of thoughts that are evoked by an

advertising message

A Model of Cognitive Response

Cognitive Responses Attitudes

Product/message
Product/message Brand
Brandattitudes
attitudes
thoughts
thoughts

Exposure
Exposureto
to Source-oriented
Source-oriented Purchase
Purchase
advertisement
advertisement thoughts
thoughts intention
intention

Ad
Adexecution
execution Attitude
Attitudetowards
towards
thoughts
thoughts the
theadvertisement
advertisement

Cognitive Response Categories

 Product/Message Thoughts

Counter arguments, support arguments
 Source - Oriented Thoughts

Source derogation – source bolstering
 Ad – Execution Thoughts

Thoughts about the ad itself

Affect attitude toward the ad

Important determinant of advertising
effectiveness
 The Elaboration Likelihood Model

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 to persuasion – ability and motivation to process a
message is high and close attention is paid to message content

 Peripheral route to persuasion – ability and motivation to process a

message is low and receiver focuses more on peripheral cues
rather than message content

Central processing usually occurs for

high involvement products
La Quenta Hotels

Publicis

An ad using peripheral cues

Easy Jet
A framework for studying how advertising works

AdvertisingInput
Advertising Input
MessageContent,
Message Content,media
media
scheduling, repetition
scheduling, repetition

Filters
Filters
Motivation,ability
Motivation, ability(involvement)
(involvement)

Consumer
Consumer
Cognition
Cognition Affect
Affect Experience
Experience

ConsumerBehavior
Consumer Behavior
Choice,consumption,
Choice, consumption,loyalty,
loyalty,
habit,etc.
habit, etc.