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Flashcards in H1 Deck (40)
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1

Integrated marketing communication

strategic business process to plan, develop, execute and evaluate brand communications programs

2

Four categories of contact tools/touch points

1. company created touch points
2. intrinsic touch points
3. costumer initiated touch points.
4. unexpected touch points

3

Relative impact

communication can have a lhigh or low impact

4

Company created touchpoint

advertisements, website

5

Intrinsic touch points

interactions between the brand and the consumer. E.g. sales talk

6

Costumer initiated touch points

Contact started by the consumer e.g. filing a complaint

7

Unexpected touch points

When a consumer gets information about the brand which is unplanned by the company. E.g. WOM

8

Ability to control

Amount of control the brand has on the communication moments

9

Hierarchy of effect model (stages)

1. cognitive stage
2. affective stage
3. cognitive/behavioural stage

10

Low involvement of hierarchy of effects model

says that consumers, after frequent exposure to marketing messages, might buy the product, and decide afterwards how they feel about it

11

Experiential hierarchy of effects model

says that consumers affective responses towards a process lead them to but it and, if necessary they reflect on it later

12

Two demensions of the foot cone belding (FCB)

1. Involvement: the importance people attach to a product or buying decision
2. Think feel dimension: a continuum reflecting the extent to which a decision is made on a cognitive or an affective basis

13

Transformational buying motive

consist of positive emotions such as sensory gratification, social approval or intellectual stimulation

14

informational buying motive

refers to reducing or reversing negative motivations such as solving or avoiding a problem

15

TOMA

indicates which brand is most salient within a product category

16

Attitude

A persons overall evolution of an object a product, a person etc

17

Two dimensions regarding attitude formation and change

1. Cognitive, affective or behavioural
2. Level of elaboration: central route vs peripheral route

18

MOA

1. motivation: willingness to engage in behaviour
2. ability The resources needed to achieve particular goal
3. Opportunity: the extent to which the situation enables a person to obtain the goal set

19

Central route

If motivation ability and opportunity are all high the elaboration likelihood is high (slow, reflective)

20

Peripheral route

If one of the MOA factors is low (quick)

21

Self-generated persuasion

the consumer is not persuaded by strong brand arguments, but by their own thought, arguments or imagined consequences.

22

Expectancy value model (3 elements)

1. relevant product attributes
2. extent to which one believes brand possesses these attributes
3. the evaluation of these attributes or how good/bad one thinks it is for a brand to possess these attributes.

23

Theory of reasoned action

Link between attitude and behavioural intention . (what different groups consider as socially desirable behaviour.

24

Theory of planned behaviour

Developed to deal with behaviours people have no control over (no money)

25

Perceived behavioural control

difficulty of performing behaviour

26

Changing consumers attitude and influence behaviour (TPB model). (3 ways)

1. Changing brand beliefs
2. Changing attribute evaluations
3. changing attitudes by adding attributes

27

Heuristic evaluation

brand attitudes based on peripheral cues

28

Affect/feelings-as-information-model

consumers may use feelings as a source of information to form an overall evaluation of a product/brand.

29

Mere exposure

How many times an ad has been seen

30

Wear-out

Being to often confronted with an ad and getting bored/irretated