Lecture 1: Explicit attitudes

Question 1

What is the definition of Integrated marketing communication? (Belch & Belch, 2015)

Answer 1

Strategic business process to plan, develop, execute and evaluate brand communications programms (big picture on building strong brands)

Question 2

Marcom has changed through the years. What are the different kinds of era’s of marcom? (Then vs Now)

Answer 2

Then: consumer era

Now: relationship era

Question 3

IMC audience tools/touch points
(BPDOWP en PPPSED)

Answer 3

Broadcast media
Print media
Digital media
Out-of-home media
Word-of-mouth
Public relations
(BPDOWP)

Personal selling
Product placement
Points-of-purchase (= displays, packaging)
Sales promotion
Events & Sponsorship
Direct marketing
(PPPSED)

Question 4

What kind of contact with the customer has the brand NO ability to control/influence?

Answer 4

Unexpected

(This has a relative high impact)

Question 5

What kind of contact with the customer has the brand HIGH ability to control/influence?

Answer 5

Planned (company created)

(This has a relative low impact)

Question 6

How can you describe “attitudes towards brand”?

Answer 6

How much a person likes/dislikes the brand and the extent to which a person holds (un)favorable view of brand

Question 7

What are the 3 different kinds of attitudes towards a brand? (ABC)

Answer 7

Affective (feelings associated)

Behavioral (action readiness)

Cognitive (Knowledge, beliefs, evaluations)

Question 8

Why is it difficult to predict how consumers process/respond to marcom?

Answer 8

It is influenced by many factors like, product type, involvement and the situation of the consumer

Question 9

Classifying models: what are the 2 dimensions?

Answer 9

1. Basic of attitude formation
   –> primarly cognitive vs affective vs behavioral (abc)
2. Elaboration levels of marcom message
   –> high vs low, depends on MAO

Question 10

What are the MAO factors?

Answer 10

Motivation = willing to engage, make a decision, pay attention and process the info.

Ability = resources needed for goal (perform behavior)

Opportunity = situation enables to obtain goal

Question 11

What are the effects of MAO on Elaboration Likelihood Model?

Answer 11

Can the MAO factors be answerd with YES (Yes to motivation, ability, opportunity)? –> Central processing, which leads to a permanent change in behavior

Can the MAO facto be answerd with NO (No to motivation, ability, opportunity)? –> Peripheral processing, which leads to a temporary change in behavior

Question 12

What are the 3 main determinants of Behavior intention (Theory of Planned behavior)

Answer 12

Attitude
Perceived control
Subjective norm

Question 13

Marcoms can ahnge attitude/behavior by changing… (7 options)

Answer 13

1. change attribute evaluations
2. change control beliefs
3. change perceived control
4. change subjective norm
5. change social sensibility
6. change brand beliefs
7. add attributes

Question 14

What are the heuristic cues of Source?

Answer 14

Attractiveness
Expertise
Status
Number of sources

Question 15

What are the heuristic cues of Message?

Answer 15

Number of arguments
Repetition
Layout

Question 16

What are the heuristic cues of Product?

Answer 16

Price
Design
Country of origin

Question 17

Mere exposure increases… (3 options)

Answer 17

1. the positive affect
2. the ad/brand liking
3. the likelihood of entering consideration set

Question 18

What is classical conditioning?

Answer 18

A change in liking of a stimuli results from pairing this stimulus with others positive stimuli.

Question 19

When talking about classical conditioning, what is stimulus generalization?

Answer 19

When a response to one stimulus is elicited by a similar but distinct one

Question 20

When talking about classical conditioning, what is important about the order of stimuli pairing?

Answer 20

Forward conditioning is better than backward conditioning. This means first showing the brand, than the positive element

Question 21

When talking about classical conditioning, what is known about the number of pairings?

Answer 21

The more pairings, the stronger the effect will be.
But, till a certain point, because otherwise it will backfire!