MGMA01H3 Lecture Notes - Integrated Marketing Communications, Elaboration Likelihood Model, Comparative Advertising
Document Summary
Integrated marketing communications: the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its products. Purpose: persuade customers to buy your products rather than your competitor"s. Source effects: the same words by different people can have very different meanings. In marketing, source is often a spokesperson in an ad, who might be expert, famous, attractive, or a typical consumer. Source credibility: a source"s perceived expertise, objectivity, or trustworthiness reputations. Whether the message is consistent or inconsistent with the source"s vested interest. Sleeper effect: over time, the message and the source may become dissociated because of poor memory for the source than for the message. Sometimes sources are noncredible, irritating or disliked, but the message is somehow convincing. We forget about negative source while changing our attitudes. Source attractiveness is influenced by physical appearance & similarity to recipients.
