MidTerm - FCB Grid to Consumer Fears Flashcards
Quadrant 1 (FCB Grid)
high importance (expensive) / high involvement
rational
eg. car/computer
Quadrant 2 (FCB Grid)
High importance (expensive) high involvement
Emotional decision
eg. designer clothing
Quadrant 3 (FCB Grid)
Low importance (less expensive)
low involvement (rational)
eg. detergent
Quadrant 4 (FCB Grid)
Low importance (less expensive)
Low Involvement / emotional decision
eg. soft drinks/beer
General Comms objectives
INCREASE category wants, brand awareness / attitudes / purchase intention, sales
Consumer behaviour
combined acts of ind choosing/using goods/services inc decision making processes - the study of how/what/when/why people buy
Encoding/Decoding (Communications process)
encoding = process of putting thought into symbolic form
decoding = process of transforming symbols back into thought
comms process elements
source (communicator) *sender’s field of experience
encoding *sender’s field of experience
message channel (path) *sender’s field of experience
decoding *receiver’s field of experience
receiver (target audience) *r’s field of experience
Response & feedback
SURROUNDED by noise
Market comms - to persuade… (BACER)
consumer’s brand-related
Beliefs
Attitudes
Choices
Emotional Reactions
Attitudes
how someone feels (positive/negative) towards person/object/issue, influenced by ads/friends/trendsetters/opinion leaders
- need to present product in accordance w target audience attitudes
Response Process - Stages CAB
Cognitive (what know/perceive) to Affective (like/dislike) to Behavioural (action)
Can be done through AIDA model or hierarchy of effects model
AIDA = Cognitive (attention)
Affective (interest/desire)
Behavioural (action)
Hierarchy of Effects =
Cognitive (awareness/knowledge)
Affective (liking, preference, conviction)
Behavioural (purchase)
Hierarchy of Effects Model
Lavidge and Steiner - method for setting/measuring advertising objectives
consumer passes through steps in decision-making process - occurs over time:
Awareness / Knowledge / Liking / Preference / Conviction / Purchase
process must be recognized to set objectives/measure effectiveness
Maslow’s Hierarchy of Needs (PSSES)
Physiological needs
Safety
Social
Esteem
Self-actualization
Personality & Self-Concept
the ind distinguishing psychological characteristics that lead to relatively consistent/enduring environmental responses
Real-self
Self-image
Looking-glass self *focus here
Ideal self *focus here
Product/Promotional advertising
product - provides info about product to build image - increase brand affinity/loyalty, influence sales
promotional - communicates specific offer to encourage immediate response from target audience - includes tactics like coupons/taste testing - looks to boost bottom line quickly
Successful advertising
consistency – consistent spend = consistent results
Budget - 3% of total sales revenue = traditional minimum annual budget - divided into 50% trade sales promo, 25% on consumer sales promo, 25% media advertising
5 Advertising Functions (iiraa)
- informing (increasing awareness, top of mind, repositioning)
- influencing (getting prospective customers to try product)
- reminding/refreshing image
- adding value via innovations, quality improvements, altering consumer perceptions
- assist other company efforts = price deals, sales person, CSG, etc
Advertising Management Process
- Advertising strategy (set objectives, formulate budges, create ad messages, selecting ad media/vehicles)
- Strategy Implementation
- Assessing Ad Effectiveness
Advertising Creativity (CAN)
Connectedness (does ad reflect empathy/creates bond/relevant with audience basic needs/wants)
Appropriateness (does it explain strengths/weaknesses vs competitors)
Novelty (does it differ from expectations of typical ad for brand in particular category?)
Sticky Ads (CCUESS)
Concreteness
Credibility
Unexpectedness
Emotionality
Storytelling
Simplicity
Celebrity Endorsement (IET)
$$$ to those liked/respected by target audience.
Internalization = endorser is credible then audience accepts their position as own
Expertise = perception of knowledge/experience of endorser
Trustworthiness = perception of honesty, integrity, believability of source
Humour in ads - Positives
attention
enhances liking
doesn’t hurt comprehension/persuasion/credibility
need it to be appropriate
humour in ads (negatives)
only effective if consumers already view brand positively
less effective in other audience/geographic areas
may distract from message content
Appeals to consumer fears
use of fear = physical impending problems
can be effective as means of enhancing motivation but ethical issues
can id consequences of not using products / engaging in unsafe behaviour
can take forms of either social disapproval or physical danger
