Transcript Information Processing II

Information Processing:
Part II
MKT 750
Professor West
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
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 firm’s bottom
line.
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
Evaluating an Communications
Campaign
Marketing Communication Vehicles
Customized
Salesperson
Web
Database
Telemarketing
E-mail
Direct Mail
Media
Radio
Newspapers
Magazines
Catalogs
Infomercials
Television
Mass
Broadcast/
One-Way
Two-way w/
Time Lag
Instantaneous
Interaction
Nontraditional Marketing
Product Placement
BMW Z3 Roadster
Event Sponsorship
Red Bull
Atmospherics
Starbucks
Grassroots
Orkin Pest Control
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
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
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
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
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?
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?
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?
Evaluating an
Advertising Campaign
Stages of Information Processing:
Tactical
Decisions:
Exposure
Attention
Comprehension
Increase
Reduce
Reduce
Increase
Reduce (L I)
Increase (H I)
Increase
Reduce
Yielding
Retention
Channel/
Medium
TV
Magazine
Source:
Attractive
Credible
Familiar
Increase
Increase
Increase
Evaluating an
Advertising Campaign
Stages of Information Processing:
Tactical
Decisions:
Exposure
Vehicle
Superbowl Increase
Message
Execution
Humor
Emotional
Fear Appeal
Comparative
Two-sided
Attention
Comprehension
Yielding
Retention
Increase
Increase
Increase
Increase
Reduce
Distraction
Increase
Reduce
Depends
Increase
Testing your skills…
Assignment
Launching the BMW Z3 case is due on
Tuesday
Be sure to read the IMC note