MKTG10001 Lecture Notes - Lecture 12: Elaboration Likelihood Model

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3 Jun 2018

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MKTG10001 Semester 1 – Message Content

Depends on Objectives

1. Arouse interest

2. (Re)positioning

3. Informing & Educating customers

4. Generate immediate buying action

5. Confirm purchase decisions/remind buyers

(Re)positioning

• Recall: Positioning refers to firm's efforts to develop a set of offering

characteristics intended to be favourable & meaningful comparisons relative to

competitors' offerings, as well as seller's other offerings

Example: Positioning in the Airline Industry

• Advertisements: speak the language of the intended consumer group

Example: Volvo repositioning

• Attempts to build associations of ‘design’ and ‘aesthetics’, from the original

positioning of ‘safe’ and ‘reliable’ (ad)

Informing & Educating Customers: The Elaboration Likelihood Model (ELM)

• Engagement

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