Marketing Digital Communication Exam Notes

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Marketing digital communication exam notes
Marketing Communications (Western Sydney University)
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Downloaded by Thu Trang Le (21000629@student.westernsydney.edu.vn)
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Test
● 1hr
● 40 MC
● Open book
● Mod 2-10
● Various marketing & digital communications concepts, models, theories & their
applications
Mod 2 - Communication framework

Segmentation & targeting
● Market segment - a group of customers who share a similar set of needs & wants
● Segmentation allows for effective delivery of the marketing message
● Segmentation - based on a group of consumers having similar wants & needs & sharing
similar consumption behaviours
Elements in the communication process

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Market segmentation
● Used after a product launch
○ Segments based on how people behave (with respect to a product):
■ Brand usage
■ Product category usage
■ Level of product usage
Online Behavioural targeting:
● Tracking visitors online site-selection
○ Creates date profile of the visitor into a target segment
■ Pages visited
■ Length of time spent on a page
■ Links clicked
■ Searches performed
Three ways to find your target market & demographic audience:
● Geotargeting

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○ IP-based targeting
● Dayparting
○ Restricting display ads to potential customers
● Domain management
○ Data & online presence protection
● Demographic
● Geo-demographic
○ Geography & demographic
■ Eg - boomers living in Parra
● Values & lifestyle
○ Based upon AIO
■ Activities
■ Interests
■ Opinions
● Demographic segmentation tells us who makes consumer choices
● AIO suggests why consumers make choices
○ Has a greater influence on buying behaviour than demographics
○ More difficult to measure than demographics
AIO components

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AIDA
Hierarchy of effects model
● Awareness
● Knowledge
● Liking
● Preference
● Conviction
● Purchase

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● Moving consumers from one goal to the next
Theory of reasoned action
● Planned & reasoned behaviour

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● Consumers attitudes towards a brand (ABj)
○ Is determined by their beliefs (bij) about the outcomes (i) / consequences of
owning the brand weighed against the evaluations (ei) of those outcomes
Theory of reasoned action
Attitude-change strategies
● Change beliefs (bij)
● Alter outcome evaluations (ei)
● Introduce a new outcome into the evaluation process (ei)
Eg. - lighter choice menu in an attempt to change beliefs
Persuasion
● Persuasion aims to ‘guide people to accepting a belief, attitude / behaviour
○ Can be related to tri-component model of attitude
Advertisers may
● Appeal to consumers using the CPM approach /
● Appeal to their fantasies & feelings using HEM approach
Forms of persuasion
Persuasive objectives may be directed to:
● Changing pre-existing beliefs, attitudes & behaviours /
● Creating new beliefs, attitudes / behaviours about a new brand

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● Means of persuasion are highly diverse - not just one technique
Message arguments vs peripheral cues
Peripheral cues - everything that is taking place that is not the message
Elaboration likelihood model

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Demographic trends
● Changing age structure
● Population growth & geographical dispersion
● Changing household composition
● Ethnic groupings
Australian age structure
Attitude
● Positive / negative predisposition towards a person, object, issue
Attitudes
● Are learned
● Relatively enduring
● Influence behaviour
Tri-component model of attitudes

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● Cognitive - beliefs (knowledge / thoughts) about an object / issue
● Affective - feelings & evaluations about an objective / issue
● Conative - behavioural tendency
○ Represents a person’s intention to make a purchase
● Many consumer decisions progress from cognition to affect & then to connotation
○ Eg buying a car is a high involvement hierarchy
● Attitude has to have all three of them to exist
Race Framework

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Mod 3 - Persuasion in communications
Meanings of colours & cultural cues
Meanings
● Perceptions ( thoughts ) & affective reactions ( feelings ) of the receiver
● Meanings evoked by stimuli (signs)
● Meanings are internal & open to interpretation
● Colours are used as a positioning tool
● Colours shape your mood & feelings
Eg - Body shop uses green colours to position itself as a green product & natural ingredients
● Symbols - used to establish a relationship between a brand & a referent

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○ (eg red bull uses the pictures of the 2 bulls to represent strength)
● Symbolic relationship is established using figurative / non-figurative
● Simile - uses comparisons (as / like to highlight the message
○ (car built like a tank)
● Metaphor - applies a word / phrase to give meaning
to concept / object it does not literally describe
○ Love is like a rose
● Allegory - characters, figures / events are used in a
narrative / pictorial form to represent difficult to
advertise products
Culture
● Shapes our values, attitudes & identity
● Culture helps define the norms of society
● It influences our behaviour
Advertising appeals
● Hedonic needs are satisfied when consumers attend to messages that make them feel
good & satisfy their pleasure needs
● Informational needs are satisfied by that supply relevant facts & figures
● Appeal types
○ Fear
○ Humour
○ guilt

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○ sex
FEAR appeal
● Ads appeal to consumers fears by identifying negative consequences of:
● Not using the advertised product- eg. Social disapproval by not using toothpaste &
mouthwash
● Engaging in unsafe behaviour (drugs)
● Fear appeal logic
● Stimulates audience involvement & promotes
acceptance of the arguments
● Appropriate intensity
Guilt appeal
● This approach aims to trigger negative emotions; eg breaking rules / violating standards
● It focuses on past / future transgressions / failure to care for others
● It motivates the individual to undertake a response action OR avoid the
feeling of guilt

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Elaboration likelihood model
● How likely you are to
○ Central route processing
■ Thinking hard about something
○ Peripheral route processing
■ Influenced by things that aren’t important
Eg - Speech / tv ad
● Moved by what the speaker says
● Or care more about the speaker’s presence
● Influenced by content or superficial
Integrated model of persuasion ELM model

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Two routes to persuasion
Central route - reason & evaluation
● Message is informational
● Stored in long term memory
Peripheral route
● Appeals to emotion
● Stored in short term
● None of us have the time to analyse
○ Use simple rule of thumb thoughts
■ Trust the experts
■ Long messages are credible
● Good feelings enhance persuasion
Central route processing
● Your audience cares more about the message
● Pay more attention & scrutinise the quality & strength of argument
○ Any attitudes formed are long lasting & resistant to counter-arguments
Peripheral Route Processing
● Happens on a superficial level
● Audience pay less attention to message itself
○ Influenced by secondary factors
■ Credibility
■ Visual appeal
■ Presentation

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■ Enticements
■ Food
■ Sex
■ Humor
● Attitudes formed - short term, temporary - not thinking or sticking to the facts - just
focusing on superficial
Motivation & ability encourages elaboration
● Motivation - influenced by relevance of topic
○ User that feel directly impacted by topic - more likely to go through the central
route
● Ability - capable & able to process it
○ Must be in line with the thinking ability of the audience
○ The mental ability to process the message
The influence process: The persuader’s perspective
Seven tools of persuasion
1. Reciprocation
2. Commitment & consistency
3. Social proof
4. Liking
5. Authority
6. Ensure ethical standards
7. Scarcity

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1 - Reciprocation
● Norm of reciprocity - return a favour w/ a favour
● The use of favours (gifts, samples) encourages the consumer to reciprocate by buying
the product
● Most effective when the person being persuaded perceives the gift-giver as honest &
sincere
● Account managers - visit clients w/ gifts to improve relationships in b2b marketing
2 - Commitment & consistency
● After a choice / commitment - strong tendency to remain faithful to that choice
● Consumers remain consistent when they are highly ego involved in their choice
○ Consumers need to feel important & valued to be persuaded
3 - social proof
● Behaviour of others provides social proof
○ How we should behave
■ When appropriate behaviour would be unclear
● New product marketers encourage wider adoption of a product by giving the product to
leaders & trendsetters
○ Like testing the product
● Social media has increased the use of social proof on a n.o levels
○ Crowdsourcing ideas
■ Eg - lego
4 - liking

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● More likely to adopt an attitude / undertake an action when a likeable person promotes
that action
● Research shows - people respond more favourably to others they perceive as:
○ Physically attractive
○ Similar to themselves (or to how they perceive themselves to be)
5 - authority
● Been taught to respect authority figures (parents, teachers etc)
● Endorsements from beauticians, entertainers & athletes appeal to people’s sense of
respect for authority
6 - ethical issues in persuasion
● Ethics - belief of what is right & wrong; what is morally acceptable
● Social responsibility - built into the branding communications rather than being an
add-on
○ Coca-cola undertook an education campaign into high sugar intake
7 - scarcity
● Products are perceived more valuable when in great demand but short supply
● Theory of psychological reactance (Brehm 1966)
○ Suggests people react against any efforts to reduce their freedoms / choices
● Emphasising scarcity - effective strategy
○ If persuader is perceived credible & legit

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Mod 4 - disruptive technologies in marketing
Automation & machine learning
Machine learning

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Machine learning benefits:
AI

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AR

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VR

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Social robots

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Mod 5 - Campaign planning

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Cultural, social, economical & environmental
Culture - unique pattern of shared meanings & understandings of a social group

● Comprehensive
● Acquired
● Unconscious
● Adaptive
● Provides boundaries for behaviour
Eg - group in school
● Part of teenage group w/ the geeks
○ Thats a group within a group
● Culture affects decisions
Variables influencing cross-cultural marketing strategies
Marketing strat
● Consumer behaviour
○ Language
○ Demographic
○ Values
○ Non-verbal communication
Cultural variations: Verbal communication

Eg - supposed to say ‘drink coca-cola’ said ‘fear coca-cola’
● Coca-cola in china = ke-kou-ke-la - bite the wax tadpole
● Researched 40,000 characters to find the correct chinese translation for coca cola
Factors influencing non-verbal

● Symbols
● Agreements
● Friendships
● Things
● Etiquette
● Space
○ Use of personal space
● Time
○ Monochronic v polychronic
Symbols in aus ads

● Commonwealth logo
● Arnotts parrot
● Louie the fly

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● Behaviours can be grouped by social class

Socioeconomic factors (to identify social class ranking - upper, middle, lower)
1. Occupation
2. Income
3. Education
● Could buy products to communicate your of higher class
● Social class value - gives direction to advertisers
○ Eg - working & lower class
■ More receptive to strongly visual in character
○ Upper class
■ Subtle symbolism, self expressive
Ch 5 - advertising & digital marketing communications
Advertising
● One of the most frequent marketing tools
● Characterised impersonal
○ One-way communication
● Paid by sponsor
● Used to build brand awareness
Ad investment
● Investment in long-term success
● Consistent investment - factor for success
● Stopping / reducing = lose equity & market share

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Aus ad culture
● Growth areas - digital advertising
○ Fb, google, search engines
● Digital ad adopters
○ Myer, Woolies, coles
Expense
Profit = revenue - expenses
Revenue = price x volume
Volume = trial + repeat
● Trial of product / services
● Generated through ads
Arguments for investing in advertising
● Requires incremental revenue exceeds advertising expense
○ Ad should cost less than revenue
○ Shows that it brings more revenue
● Decreasing ad = increase profit
○ If all other expenses constant
Appropriate strategy considering elasticity
● Neither price / ad elastic
○ Maintain status quo
○ Suitable - consumers have well established preferences

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An investment in brand equity
● Marketing’s objective - enhance the equity in a firm’s brand
● Advertising long-term has been described as - a deposit in brand equity bank
● Not all ads builds brand equity - only strong ads - different, unique, clever & memorable
Advertising functions
Informing
● Facilitates the intro of new brands
● Educates consumers about the features & benefits of existing brands

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● Facilitates the creation of positive brand images
● Increases the demand for existing brands
● Teaches consumers new uses for existing brands (usage expansion advertising)
Persuading
● Convincing customers to try advertised products & services
● Influences primary demand (demand for an entire product category)
● Builds secondary demand (the demand for a specific company’s brand
Reminding
● Keeps a company brand fresh in consumer’s memory
● Can encourage brand switching by reminding consumers that the brand is available & it
possesses favourable attributes & benefits
Adding value
● Companies can add value to their products through:
○ Product innovation
○ Improving product quality
○ Altering consumer’s perceptions
● Advertising adds value to brands by influencing consumer’s perceptions
Assisting other company efforts
● Advertising is just one element of marketing communication
● Sometimes advertising facilitates other company efforts in marketing communication
process (lends credibility to salespeople’s claims)

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Managing the advertising process
Reasons for setting advertising objectives
Setting objectives

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Hierarchy-of-effects model
Brand loyalty
● Highest tier of the hierarchy-of-effects
● No guarantee that consumers will move to this level
● Create a preference for the brand- reduce a consumer’s brand switching tendency
● Generating consumer loyalty requires:
○ Providing a brand that satisfies consumer’s needs
○ Continuous advertising to reinforce consumer’s brand-related beliefs & attitudes
Setting achievable advertising objectives

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Factors when establish an advertising budget
● What's the objective
● What the competitor doing
● What's the funds available

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4 practical budgeting methods

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Mod 6 - Communication channels: digital media
● Digital tools
● SEO/SEM Strategy
● Google Ads
Styles of creative advertising

The role of advertising agencies
● Full-service agencies – research & strategic planning, creative services, media planning
& buying
Roles
● Researchers / Strategic planners – develop message strategy
● Creatives – develop creative executions
● Media – media planning & buying
● Account manager – manage client relationship
The creative brief

● All strategic thinking adopted by creative
● Objective – synthesise all strategic thinking into (single page doc) brief

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Good creative brief should accomplish 3 main goals

● It should give the creative team a realistic view of what their advertisng needs to do
● It should provide a clear understanding of the people that their advertising must address
● Clear direction on the message to which the target audience seems most likely to be
susceptible
What is the background to this brief

● Short explanation of the role the advertising will play
○ Eg repositioning the brand, introducing a new brand
● What are the objectives

○ Market share
○ Framework to measure success
○ Need / category oriented – activating a need / reminding consumers of a need
○ Brand-oriented – brand awareness / differentiation
○ Socially orientated
○ Pre-purchase orientated – more enquires
○ Purchase-orientated
○ Post-purchase orientated
Who is the target audience?

● Goal - rich & creative account the communication is trying to connect with
● Aim - create a verbal picture of consumer
○ Eg - see themself as different, adventurous, express their active lifestyle, vehicle
has to be covered in mud
What is the insight that can be leveraged to solve the advertising problem
1. Understanding the consumer
2. Knowing the competition
3. Interrogating the product
Eg - coke found out happiness in shared n made shared coke
Searching for
● Attribute, benefit, value that can be strategically associated with insight to build
proposition
Attributes - characteristics of a product
● Tangible / intangible

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Classified into 2 categories
● Product attributes
● Non-product attributes
○ Price, user, usage imagery
● Consequences / benefits/values - consumers hope to achieve / avoid when consuming
the product
What is the single-minded proposition (or promise to be made by the brand to consumers
● Link insight with a attribute, benefit or value to create the single minded message we
want the consumer to take away from the message
Why should the target audience believe the proposition?
● Attribute / benefit
○ Promises to be the ultimate and end all pleasure (icecream)
Brands personality
● Human characteristics of brand
What is the best media to reach the target audience
● Here identify the media choices for the most effective way to deliver the message to the
target audience
Styles of creative advertising
THREE strats
● Functional orientation
● Symbolic/experiential orientation
● Category dominance orientation

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Functional orientation
● Use unique selling proposition
● Makes a claim based on superiority of product attribute
○ Useful - a competitor cannot match a point of difference
Symbolic / experimental
● Brand image advertising
● Resonance
● Emotional
● Brand image advertising
○ Psycho social differentiation - attempts to develop image / identity for the brands
advertising by associating the brand w/ symbols
■ Often referred to transformational advertising
● Associate experience of using brand with psychological
characteristics
Eg - coke - open happiness campaign
Resonance strategy
● Designed to resonate / reflect the customers life experiences
● Reflect values & lifestyle orientation
● Does not focus on brand image etc
● Eg - moving houses - viewed as untidy - can advertise a tidy hassle free moving ad
Emotional advertising
● Purchase based on emotion

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● Appeal to romance, nostalgia, compassion, fear, disgust, regret
○ Eg - budweisser lost dog campaign
○ Stop smoking ads
Category dominance
● Generic advertising
○ Claim is made that can be made by any company
○ Markets brand in a particular category
○ No attempt to differentiate from competitive offerings
■ Eg - Generic strat to create demand for diamonds
Preemptive strat
● Used when marketer makes a generic claim but w/ superiority
● Often - with few function diff between brands
Advertising implementation
Celebrity endorsers
● Hopes to shape consumer attitudes to brand through positive association
Humour
● Effective to attract attention & enhancing likability
Fear
● Enhancing motivation
○ Unsafe sex, house fire, hygiene products
Guilt
● Unhealthy food
Sex
● Gain attention - enhance recall

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● Evoke Emotional responses
Music
● Jingles
● Bg music
● Popular contemporary tunes
Comparative advertising
● Comparing products against competitor offerings to show superiority
Digital media

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Search

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SEO/SEM
SEO strategy
SEM strategy

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Google ads

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Mod 7 - social media
Social media objectives

● Website traffic
● Phone calls
● Onlines sales
● Leads
● Brand awareness
● Brand engagement
● Website traffic
Facebook & ig ads
● Instagram
● Twitter
● Linkedin
● Snapchat

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● Tiktok
● Pinterest
Facebook
rd
● 3 most visited website
● Facebook messenger is the top mobile app by number of downloads
● Revenue has doubles over the past 3 yrs
● 35% of audience is under 25
● 66% of fb users use it daily
● 58mins per day on fb
What are fb ads?

● A compelling & targeted ad that appears in the newsfeed (usually) of a fb user,
encouraging them to take a range of actions like engage with their brand, visit a website
or buy something

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Facebook targeting
Select the right audience
Advertising on ig

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Linkedin
Advertising on linkedin
Youtube

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● TrueView
● Overlay
Tiktok & other social media

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Mod 8 - Communication channels: traditional & non-traditional media

Social media
● Make important social connections
● Share info
● Increase self-esteem
Broadcast, print, support media

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TV advertising strengths & weaknesses

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Product placement
Radio

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Radio advertising strengths & weaknesses
Newspaper & magazines
Newspaper advertising strengths & weaknesses

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Magazine advertising strengths & weaknesses
Magazine rates
Out-of-home advertising
● Billboards
● Bus shelters
● Transit vehicles (buses, taxis, trams)
● Shopping centre displays
● Point of purchase displays
● Packaging

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Out-of-home advertising strength & weaknesses
Sales promotion

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Push Vs Pull Strategies
Types of consumer promotion
Public relations & Sponsorship

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Sponsorship
Selecting events

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Event sponsorship
Cause-related marketing
Mod 9 - Analytics & data governance
Google analytics
● Implement tracking code & set up data filters

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Key metrics:

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Data reporting
1. Traffic report

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Data governance
● GDPR

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Mod 10 - Direct mail & personal selling
Direct mail
● Objective of Direct mail - encourage purchases (or other immediate responses)
● Aim to seek out the ‘best prospects’ to achieve the objective
● Interactive process - doesn’t just pass info
● When frequency increases - awareness falls (unlike other forms)
● Uses a range of media to send a msg to send a message that gains a direct response
● Pinpointed communications - directly measurable
○ Unique
○ Two way flow of communication
Examples - world water day
● Run print under water to be able to read it
○ Makes people engage w/ ad & read material
How Direct mail works
● Marketing material sent directly to customers
● Mail (post & email) - synonymous w/ DM
● Types of responses to DM
○ Purchase
○ Attending event
○ Providing personal info
5 key components of a Direct Marketing Campaign
1. Objective: Purpose - what to be achieved

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2. Media: Vehicle to be used (measurable)
3. Creative: Way the message is presented
4. Database: System that holds info on audience
5. Fulfilment: Implementation of campaign through
Advantages of Direct Mail
● Tangible
○ Can engage all 5 senses
■ Sight, sound, smell, touch, taste
● Personalised - can personalise message to make more appealing
○ Eg - recipient’s closest store
● Targeted - can target specific audiences within your local market
○ Tailored messages for greater impace
● Timely
○ 82% check their letterbox daily
○ 11% check every 2 days
● Measurable
○ Go track response rate
○ Effectiveness
○ ROI (return on investment)
Limitations of Direct Mail
● Do not call:
○ consumers wary of direct approach from marketers
● Wear Out:
○ Consumers receive 100s of msgs everyday

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○ May not bother looking at offer
● Delete it
○ Recipient doesn’t trust source of message & delete it w/o looking
● Time delay
○ Look at it but don’t respond in a timely manner
Crowdsourcing
● Audience functioning in roles that normally assigned to employees
● Two-way engagement w/ audience
Activities
● Designing the product
● Offering their story abt the product’s value
● Creating a promotional campaign
1 - Objectives
● More specific - more measurable
● Vary from campaign
General:
● Orders for a product
● Entries in a competition
● Enquiries
● Registrations for a launch event
● Visits to the company website
● Expression of interest

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● Objectives need to be SMART
○ Specific
○ Measurable
○ Achievable
○ Realistic
2 - Direct Marketing Media
● P-Mail (delivered by postal service)
● Electronic messaging
○ (email, blogs, social media)
● Television
● Print Media
● Door-to-door
Features of Direct Marketing
● Postal Mail (P-Mail)
○ Targetability
○ Measurability
○ Accountability
○ Flexibility
○ Efficiency
● Electronic messaging
○ Targeting
○ Personalisation
○ Efficiency

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○ Effectiveness
○ Measurability / accountability
○ Speed
○ Safety
Television
● Less personalisation than mail outs
● Infomercials are part of the landscape
● Large exposure
● Excitement can be generate through (non-static) celebrities
● Benefits can be easily displayed (demonstrations)
● Can be expensive
Print
● Large exposure
● Comfortable (less invasive)
● Creative approaches
● Synonymous w/ clutter
● Difficult to pass on excitement factor
● Magazine readership - not always in opportune locations (dentists office)
● Less targeted than direct mail
○ Acts more as a broad-brush approach
Door-to-door
● Leaflet / brochure / sample
● Delivered to door

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● Reduces waste
● Often used as a follow-up to tv ad
● Less common - perceived as aggressive
3 - Creative
Direct Mail has 2 basic elements:
1 - Copy (the words) aims to:
○ Get attention
○ Develop interest
○ Offer proof
○ Motivate consumers
2 - Overall look
○ Does it conform to existing brand design guidelines
○ Is the style in keeping with the brand’s positioning
○ Does visual reflect the quality of the product
○ Does it fit to the restrictions (size, weight, colour, etc)
○ Does the style reinforce the key copy messages
○ Does the design aid attention, interest, proof & action
4 - Databases
● Databases are a fundamental ingredient of a direct mailing advertising
● Databases can contain info related to:
○ Current customers
○ Prospective customers
○ Buying behaviour
○ Geographic segmentation

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○ Demographic segmentation
○ Psychographic segmentation
Database objectives
● databases need to be kept up to date to ensure the advertising can:
○ Optimally target current & prospective customers
○ Allow for customised messages
○ Create long-term relationships w/ customers
○ Enhance advertising productivity
○ Calculate the lifetime value of a customer / (or prospective customers)
Lifetime value analysis
To work out a financial figure that tell us the actual value of our customers
● Important to utilise & target these customers to maximise the lifetime of these
customers
● Each entry in the database should be considered a long-term asset
● Each asset has an associated net present value (NPV)
○ Which translate into the profit a company can expect from the average new
customer over an expected n.o years that customer is retained on the list
● Two functional elements of NPV are the “Retention Rate” & “Average Yearly Sales”
Mailing Lists
● For both p-mail & electronic mailing, the maintenance of lists is critical
● Lists help in segmenting customers for specific messages
● Data can be acquired from various sources
○ internal / external (purchasing from other companies / purchasing lists from
companies dedicated to creating & maintaining mailing lists)

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■ Eg - Disney (US) has a list of 31 million customers from the companies
various entities
Mailing list population (internal)
● Internal sources to gather info to populate mailing lists:
○ Feedback from promotions
○ Info from warranty cards
○ Data from registration programs
○ Participation in rebate programs
○ Telemarketing efforts
● Maintenance of mailing list is critical for p-mail & electronic mailing
Extended use of mailing lists
● Use info in database to form strong relationships & better target customers to
their needs
○ Eg - when to target customers
■ High & low value customers
■ Give them offers appropriately
■ When do they use their card most (for a credit card company)
■ Use data from purchases to estimate when a repeat purchase is
needed
■ This data can be sold to companies
● Data mining - technique of using customer data to deliver a high level of segmentation
○ Involves using info in databases to form relationships
5 - fulfilment
● Dispatching whatever you are sending out (info / product

lOMoARcPSD|10451924
● Logistical act of serving a response & includes:
○ Recording responses
○ Providing contact info
○ Picking, packing & despatching
○ Invoicing
○ Forecasting
○ Analysing & reporting
○ Filling of envelopes & postage

lOMoARcPSD|10451924

Marketing Digital Communication Exam Notes

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lOMoARcPSD|10451924

Marketing digital communication exam notes

Marketing Communications (Western Sydney University)

Studocu is not sponsored or endorsed by any college or university

Mod 2 - Communication framework

● Segmentation allows for effective delivery of the marketing message

similar consumption behaviours

Elements in the communication process

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● Used after a product launch

○ Segments based on how people behave (with respect to a product):

■ Product category usage

■ Level of product usage

Online Behavioural targeting:

● Tracking visitors online site-selection

○ Creates date profile of the visitor into a target segment

■ Length of time spent on a page

Three ways to find your target market & demographic audience:

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○ Restricting display ads to potential customers

○ Data & online presence protection

○ Geography & demographic

■ Eg - boomers living in Parra

● Values & lifestyle

○ Based upon AIO

● Demographic segmentation tells us who makes consumer choices

● AIO suggests why consumers make choices

○ Has a greater influence on buying behaviour than demographics

○ More difficult to measure than demographics

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Hierarchy of effects model

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● Moving consumers from one goal to the next

Theory of reasoned action

● Planned & reasoned behaviour

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● Consumers attitudes towards a brand (ABj)

○ Is determined by their beliefs (bij) about the outcomes (i) / consequences of

Theory of reasoned action

● Change beliefs (bij)

● Alter outcome evaluations (ei)

● Introduce a new outcome into the evaluation process (ei)

Eg. - lighter choice menu in an attempt to change beliefs

● Persuasion aims to ‘guide people to accepting a belief, attitude / behaviour

○ Can be related to tri-component model of attitude

● Appeal to consumers using the CPM approach /

● Appeal to their fantasies & feelings using HEM approach

Persuasive objectives may be directed to:

● Changing pre-existing beliefs, attitudes & behaviours /

● Creating new beliefs, attitudes / behaviours about a new brand

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● Means of persuasion are highly diverse - not just one technique

Message arguments vs peripheral cues

Elaboration likelihood model

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● Changing age structure

● Population growth & geographical dispersion

● Changing household composition