MKTG10001 Lecture Notes - Lecture 6: Cognitive Dissonance, Integrated Marketing Communications, Elaboration Likelihood Model
6 Jun 2018
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MKTG10001 - PRINCIPLES OF MARKETING
LECTURE 6 & 7 . 1 – MARKETING COMMUNICATIONS:
• Marketing communications can be negative or positive. It’s the whole communication platform
Sales promotion: value-altering deals at the point of sale (e.g. 2 for the price of 1)
Integrated Marketing Communications (IMC): developing & implementing various forms of
persuasive communications programs with customers & prospects over time
• Any contact the business has with a customer (e.g. call centre, employees, online portal, IT, etc.)
• Key Elements of the process:
• Affecting purchase behaviour: eliciting a favourable brand attitude should be considered an
immediate stem in achieving the ultimate objective of purchase
• Beginning with the customer or prospect: customer focus. Works back from the customer to
determine the most effective & persuasive communications (helps avoid a sales orientation, & is
consistent with value-based segmentation)
• Using all forms of contact: should consider all possible contacts a customer / prospect has with
the brand or organisation
• Achieving synergy: (the whole > the parts) coordinated message across various media (avoids
duplicated effort & contradictory messages, & achieves a stronger brand ‘position’)
• Decision Areas:
• Media & Vehicle Selection: advertising (e.g. TV, radio, magazine), sales promotion (e.g. trade
& consumer promotions), publicity (e.g. public relations, sponsorship), personal communications
(e.g. selling ,telemarketing, internet, social media, events)
• Media Selection Considerations:
• Ability to convey creative content
• Ability to meet objectives of brand awareness & brand attitude
• Ability to achieve desired reach & frequency
• Encoding variability: memory is enhanced when multiple pathways are
created between the brand & info to be remembered
• Purchasing decision-making process: different methods are
better suited to different stages (diagrams to right)
• Message Content: depends on objectives (most of which focus
on moving consumers through adoption/decision making process)
• Message must be engaging & resonate with customers
• Should be a fit between the message & objective – setting
narrow goals helps overcome the weak influence of advertising
Potential objectives:
• Arouse interest: often highly creative & engaging – captures consumer’s attention
• (Re)positioning: often focus on business’ defining things / values / attributes / features, &
loss focus on the features of the product itself
• Informing & Educating customers: (important for high involvement products)
• Elaboration Likelihood Model (ELM):
• High Involvement purchase situation: consumers use more cognitive effort. Higher
elaboration / engagement with a message. Should use a central route to persuasion
(emphasis on strong, issue-relevant arguments) long term effect
• Low Involvement purchase situation: consumers use peripheral cues to evaluate
products. Less engagement with message. Should use peripheral route to persuasion
(emphasis on visual, imagery, emotions, music, etc.) short term effect
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