5 Steps for Marketing Communications | From A Business Professor

Summary

This video introduces the five key steps marketers use to develop effective communication strategies: Exposure, Attention, Perception, Attitude, and Choice. It explains how marketers ensure consumers encounter their products through various channels, capture their attention with relevant and engaging messages, and influence perceptions through sensory experiences. Attitudes are formed based on motivation, leading to consumer choices and purchase decisions. The video provides real-world examples to illustrate these concepts, helping viewers understand how businesses tailor their strategies to connect with consumers and drive sales.

Takeaways

• 😀 Marketers need to understand how consumers evaluate marketing messages to communicate effectively.
• 😀 The first step in the marketing communication process is 'exposure,' which means consumers must physically encounter marketing stimuli to be influenced.
• 😀 Exposure can be achieved through various channels, including TV ads, social media, product packaging, and word-of-mouth.
• 😀 Marketers can increase exposure by placing products in high-traffic areas, such as eye-level shelves or popular media like Super Bowl commercials.
• 😀 The second step is 'attention,' where marketers must capture the consumer's focus by breaking through the clutter of daily stimuli.
• 😀 Marketers can capture attention by tailoring messages to be personally relevant to the consumer's values, needs, or emotions.
• 😀 The third step is 'perception,' where consumers form impressions of a product based on their sensory experiences, including sight, sound, taste, smell, and touch.
• 😀 Color, music, scent, and even texture play a critical role in shaping consumer perception and creating positive associations with products.
• 😀 In the 'attitude' step, consumers evaluate the product and form an attitude, which is based on either careful analysis or superficial cues, depending on their motivation.
• 😀 When consumers are highly motivated, they carefully analyze marketing information, but when motivation is low, they rely on quick cues like packaging or celebrity endorsements.
• 😀 The final step is 'choice,' where consumers select the product they favor based on their positive attitude, which in turn influences their purchase intention.

Q & A

What is the role of marketing communication in business?

Marketing communication helps businesses convey their products and services to target consumers. It involves activities that deliver marketing messages through various channels to effectively communicate product information and influence consumer decisions.

Why is it important for marketers to understand how consumers evaluate marketing communications?

Understanding how consumers evaluate marketing communications allows marketers to design strategies that capture attention, influence perceptions, and ultimately encourage consumers to make purchasing decisions.

What is 'exposure' in marketing communication?

Exposure refers to the process by which consumers come into physical contact with marketing stimuli, such as advertisements, product placements, or store displays. Without exposure, consumers cannot be influenced by marketing messages.

How can marketers increase product exposure to consumers?

Marketers can increase exposure through advertisements in high-traffic media, ensuring product availability in stores, and using product placement in movies, TV shows, or other media to reach a broader audience.

What factors influence whether consumers will pay attention to marketing stimuli?

Factors that capture consumers' attention include the relevance of the message to their needs or values, emotional appeal, and the ability of the stimuli to stand out from competing messages. Marketers must engage consumers' interest to hold their attention.

How do marketers ensure that their marketing stimuli stand out and capture attention?

Marketers can capture attention by crafting messages that resonate with consumers' personal values or needs, offering relevant or emotionally appealing content, and using creative elements such as visuals or music to enhance the experience.

What is the significance of 'perception' in marketing communication?

Perception is how consumers interpret and form impressions of marketing stimuli using their senses. It plays a crucial role in determining whether the marketing message is viewed positively, which in turn influences consumer attitudes and decisions.

How do colors, music, and other sensory elements impact consumer perception?

Colors, music, and other sensory elements can evoke specific emotions or associations that influence how consumers perceive a brand. For example, fast-paced music energizes consumers, while certain colors (like Tiffany blue) can evoke luxury and exclusivity.

What is the relationship between motivation and how consumers form attitudes toward products?

Consumers with high motivation tend to carefully analyze marketing messages to form attitudes based on factual information, while those with low motivation are more likely to form attitudes based on superficial cues, such as the brand name or packaging design.

What role does attitude play in the consumer decision-making process?

Attitude is a critical factor in the decision-making process. Consumers with positive attitudes toward a product are more likely to choose it over other options. Marketers aim to shape positive attitudes to influence purchase intentions and brand loyalty.

How do marketers encourage consumers to make a purchase decision?

Marketers encourage purchase decisions by fostering positive attitudes toward their brands through effective messaging, highlighting key product benefits, and ensuring that the product aligns with consumers' needs and desires. Positive attitudes toward a brand increase the likelihood of purchase.

Why is product placement an effective strategy for increasing exposure?

Product placement is effective because it subtly integrates branded products into movies, TV shows, or other media, reaching consumers in a context where they are already engaged. This increases exposure without overtly interrupting the consumer's experience.

What are some examples of how marketers can influence consumer perception through sensory elements?

Marketers can use various sensory elements to shape perception. For example, iconic brand colors (like Tiffany's blue) create an immediate association with luxury, while music in retail environments can influence mood and shopping behavior. Scents and tactile experiences, such as celebrity-endorsed items, can also enhance consumer perceptions.