positioning in marketing communications how consumers process and respond to marketing...
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Positioning inPositioning inMarketing CommunicationsMarketing Communications
• How consumers process and respond to marketing communications stimuli and make choices among brands
• Two models of consumer behavior»
•
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Positioning inPositioning inMarketing CommunicationsMarketing Communications
Consumer Processing Model (CPM)
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Positioning inPositioning inMarketing CommunicationsMarketing Communications
Hedonic, Experiential Model (HEM)
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1
Exposure to information
• Consumers come in contact with the marketer’s message
• Gaining exposure is a necessary but insufficient for communication success
• A function of key managerial decisions regarding:
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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Selective Attention: Stage 2Selective Attention: Stage 2
How to attract consumers attention:
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Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
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Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
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Use of Intense StimuliUse of Intense Stimuli
Use of intensity to
attract attention
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4
Agreement with what is comprehended
Whether consumers yield to (that is, agree with) what they have comprehended
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Agreement: Stage 4Agreement: Stage 4
• Comprehension by itself does not ensure that the message influences consumers’ behavior
• Agreement depends on:
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
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A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini Couper
Two-Seater
Cute
Fun to drive
British
Reliable Sophisticated
Small
Sports car
MiniCouper
Little luggagespace
Economical
Nostalgic
Sexy
British racinggreen Women
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The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing
CPMCPMCPMCPM
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The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
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Action: Stage 8Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior
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Positioning via Brand BenefitsPositioning via Brand Benefits
Positioning with respect to brand benefits can be
accomplished by appealing to any of three categories of
needs.
Experiential NeedsSymbolic NeedsFunctional Needs
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An Appeal to Functional NeedsAn Appeal to Functional Needs
Products that attempt
to fulfill the consumer’s
consumption-relatedproblems