positioning in marketing communications how consumers process and respond to marketing...
TRANSCRIPT
Positioning inPositioning inMarketing CommunicationsMarketing Communications
• How consumers process and respond to marketing communications stimuli and make choices among brands
• Two models of consumer behavior»
•
Positioning inPositioning inMarketing CommunicationsMarketing Communications
Consumer Processing Model (CPM)
Positioning inPositioning inMarketing CommunicationsMarketing Communications
Hedonic, Experiential Model (HEM)
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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:
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Selective Attention: Stage 2Selective Attention: Stage 2
How to attract consumers attention:
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
Use of Intense StimuliUse of Intense Stimuli
Use of intensity to
attract attention
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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
Agreement: Stage 4Agreement: Stage 4
• Comprehension by itself does not ensure that the message influences consumers’ behavior
• Agreement depends on:
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
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
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
The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
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
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
An Appeal to Functional NeedsAn Appeal to Functional Needs
Products that attempt
to fulfill the consumer’s
consumption-relatedproblems