Week 2 Flashcards
3 types of benefits
Functional
Symbolic
Experiential
explain functional benefits
Provides solutions for practical problems
o 5 razor blades for a closer shave
o A computer to complete school assignments
explain symbolic benefits
Provides self-image enhancement, identity, and belongingness benefits
o Lexus car as a signal of status and wealth
o Deakin sweater to identify oneself as a Deakin student
o Status and image
explain experiential benefits
Provides sensory (5 senses), cognitive, and/or affective stimulation. o Driving a fast convertible o Eating a delicious meal
what is meant by communication?
Transfer of ‘Meaning’ from the sender to the receiver
Focusing on how it is revived (not solely about what is sent)
explain ‘meaning’
The Perception and affective reactions (e.g. thoughts and feelings) evoked when presented with words, symbols, or other signs (logos)
o Meaning is internal, subjective, and can differ from person to person.
o Over time a brand can become it’s own symbol for meaning
o What a logo represents and stands for.
o Transferring the benefits (functional, symbolic and experimental to the receiver)
think ferrari, apple and nike logo and what they stand for and symbolise
examples of figurative language to transfer meaning
Simile
metaphor
allegory
explain a simile
comparative e.g. “like” or “as” e.g. as blue as the sky
goodyear tires grip like a panther
Explain metaphor
Associative properties transferred e.g. flying bull = ‘Red Bull’
weetbix is the breakfast of champions
explain allegory
use of personification, extended (higher level) metaphor to create a narrative e.g. mac commercial, Ronald McDonald
aami
michelin man
2 types of communication models
- Consumer Processing Model (CPM)
- Hedonic Experiential Model (HEM)
* never just one
o CPM usually pushes functional
o HEM usually pushes symbolic and experimental
o Symbolic benefits usually used through HEM
o Functional benefits usually used through HEM
explain the 8 steps in the Consumer processing model
Stage 1 and 2: Exposure and Selective attention:
o Consumers are exposed to the marketer’s message
o Overcome Clutter with specifically targeted message
Stage 3: Comprehension: Interpreting the message Depends on context: o Individual needs, mood, etc e.g. hungry o Where the message is seen o Time and energy to process
Stage 4: Agreement:
Does the consumer accept or agree with the message
Depends on:
o Information compatible with the consumers existing values
o Message being credible
Stage 5 + 6 Retention and Retrieval
o Transfer information from short term memory to long term memory
o Repeat claims to strengthen associations/learning
o Stronger associations are more easily retrieved
Stage 7: Decision Making:
Affect Referral
o e.g. how do I feel about this product/brand
Compensatory Heuristics
o e.g. which brand ‘wins’ on the things I care about
Stage 8: Action:
Situational factors can influence what products are purchased
o Must co-ordinate with all the marketing mix variables.
Explain HEM
The CPM and HEM are not mutually exclusive
o IMC campaigns can do both – if consistent
The stages in the HEM (e.g. exposure, attention) also apply, but the type of information is different (feeling and fantasy)
main difference of communication methods
The CPM focuses on changing consumers’ knowledge and beliefs with respect of functional needs.
The HEM focuses on consumers’ emotions and feelings with respect to symbolic and experimental needs
