Chapter 4 Marcom's

  • Created by: Abbi
  • Created on: 16-03-18 10:44
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  • How Marcom's might work!
    • Strategic context: Strategic orientation for Marcom's is now very important (using all tools to communicate effectively)
      • The marketing communications needs to reflect corporate level strategy and marketing plan. (reflects the marketing and business imperatives)
    • Engagement and role of Marcom's: Engagement = means of explaining relationship people have with brands
      • Starts with low level engagement (making people aware either through emotional or intellectual) Message should encourage response to the brand.
        • responce to message includes building awareness and brand associations. response to brand itself encourages people to go to website and shop
      • Engagement creates brand values through call to action
    • How Marcom's works: (5 interpretations) 1) Sequential buying (General purchase process) processes. 2) Attitude change 3) shaping relationships. (Buyer-seller relationship 4) Significant value. 5) cognitive processing
      • 1) SM (AIDA- Attention, interest, desire, action: represents the stages that a sales person goes through in the personal selling process.
        • 1) SM (Hierarchy of effects model , this represents the process by which advertising was thought to work and the series of steps it must pass through from unawareness to purchase.
          • 1) Whats difficult about SM:  assumes the consumer moves through logical stages.
        • 1) SM: Information processing model: similar to others, however includes a retention stage which looks at the ability of the receiver to understand info
    • 2) Attitude change: branding is a means by which attitudes can be established and maintained. Attributes provides means for differentiation,positions are made due to attitudes of people.
      • Brand attitudes is very important, Marcom's plays a role in maintaining attitudes held by target audience, how can attitude change be implemented?
        • Change the physical product e.g. redesign or add features.
        • Change misunderstanding: e.g. product demo
        • build credibility: product demo through opinion leaders or experts can be effective
        • Change performance beliefs: e.g. change perception on attribute, e.g. advertising
          • New brand associations- brand ambassadors.e. g celebs.
            • Change number of attributes used: have 2-3 USP.
        • Change attribute priorities: emphasise a your USP!
          • Change perceptioncompetitors products, use message to point out differences.
          • Corporate branding: create positive values about parent brand to acheive overall value.
        • Introduce new attribute.
    • 3) Shaping relationship: how Marcom's might influence relationships e.g. how can MC support audience preferred model of exchange.
      • 3) LC Customer relationship Life Cycle: shows the duration and intensity of customer and brand relationship. Marcom's should be used to engage with audiences and their needs.
      • 3) LC Customer Acquisition: 3 main events, search (what they want), initiation (how important the buying decision is and they were introduced to product) and familiarisation (seller receives info on buyer, which allows them to create customised outputs e.g. offers.
        • 3) During acqusition, Marcom's must create awareness and increase the understanding of the benefits from buying from this brand.
      • 3) LC Customer development: main goal is to reduce buyer receive risked and enhance buyer credibility, this can be done through cross-selling.
      • 3) LC Customer retention: lasts until both brand and buyer have researched their goals, relationship can become more involved with increased trust and must be interactional. incentive schemes are used to retain customers and minimise loss.
      • 3) LC Customer decline: May occur as a result of serious problem or episode between the parties. process can either be sharp and sudden or slow and protracted.
      • 3) Influencing value exchanges: Transactional exchanges are those which are motivated by self interest, and are a one-off transaction. Collaborative exchanges are repeat transactions where the buyer and seller have a strong brand, and the customer is loyal to the brand.
    • 4) developing significant value: the message is meaningful, relevant and perceived to be suitably credible. the message needs to present an offering that is new, be intreating and stimulating and personally significant.
      • 4) If the message is significantly valuable it will generate a purchase decision. However most Marcoms are not about new products and are unable to offer anything different.
    • 5) Cognitive processing: by assessing cognitive processes (the way people read, view or hear a message) an understanding of their interpretation can be Gained. Interpretations are measured via verbal reports or any response to the message. types of responses:
      • 5) Product/ message thoughts: focused on the thoughts related to the message e.g. counter arguments and support arguments.
      • 5) Source oriented thoughts: links with credibility and Marcoms need to ensure the receivers experience credible information to achieve message acceptance
      • 5) Message execution thoughts: many thoughts are emotionally related to the message, so need to understand the feelings and emotions and the impact the message has on them.
      • 5) Attitudes towards the message: people make judgements on Marcoms messages, their experience of the message will determine their attitudes towards the message itself and the brand.
  • Using Marcoms to influence attitudes: 1) Cognitive component, 2) Affective component, 3) Conative element
    • 1) Cognitive Marcoms needs to suite  messages towards the intellectual capability of target audience
    • 2) Affective component:if message is to informative and won't stimulate behaviour, they will need to use emotional values to engage audience
    • 3) Conative element: this stimulates people to try, test and trial a brand without commitment, in order to stimulate engagement.

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