This suggests that marketers should focus on

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intermediate variables being more important than others. This suggests that marketers should focus onknowledge, liking and trial or usage as critical variables that advertising may affect. Attention should begiven to how advertising and other forms of promotion may affect these variables in various productmarket situations. While a number of issues regarding hierarchy of effects models have been noted, they are still of value toadvertising practice and research as they provide insight into whether advertising strategies need to focuson impacting cognition, affect and/or behavior. It has also been noted that consideration needs to begiven to how all IMC tool, not just advertising, influence the response hierarchy. The chapter concludeswith a discussion over the debate over the value of hierarchical response models of advertising effects.While a number of issues and concerns over the use of hierarchy of effects models have been noted, manyfeel that they are still of value to advertising practice and research. They provide insight into whetheradvertising strategies need to focus on impacting cognition, affect, and/or behavior. It is important to notethat marketing communications programs include more than just media advertising and considerationneeds to be given to how other components of the IMC program such as sales promotion activities,publicity, online and direct marketing activities, and event sponsorships can move consumer through theresponse hierarchy. Teaching Suggestions5-8
Chapter 05 - The Communication ProcessThis chapter is designed to introduce the student to the fundamentals of communication and is the first oftwo chapters devoted to this topic. The opening vignette to the chapter discusses the social media-based“Fiesta Movement” program used by Ford to introduce the new vehicle to the U.S market and is a verygood example of how marketers are finding new and innovative ways to communicate with their targetaudiences. A new video case on the Fiesta Movement campaign is available on the Instructor DVDs thataccompany the text. This is the most theoretical chapter in the text. However, we feel this material is veryimportant as it presents the basic elements of communication and provides a detailed examination of theprocess by which consumers respond to marketing communications. The material also provides thestudent with a foundation that is important for subsequent chapters of the text. For example the discussionof controllable elements of the communications process in Chapter 6 (source, message and channelfactors) builds on this chapter. The material in Chapter 7 regarding the setting of advertising objectives interms of communication goals is based on the response hierarchy models discussed in this chapter. Wefeel it is very important to stress to the student that communication is the common goal of all promotionalmix elements. They must have a solid foundation in this area if they are to evaluate other areas ofadvertising and promotion such as creative strategy, media strategy and alternatives and effectivenessmeasurement.

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