Marketing Communications

98 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Mere exposure Hundreds of studies have demonstrated that prior exposure to stimul ...

HIGH ELABORATION LIKELIHOOD, BEHAVIOURAL ATTITUDE FORMATION 99 Marketing actions are often designed to change people’s attitudes ...

100 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK or dissatisfaction will have an impact on the next purchase. For example, if you ...

LOW ELABORATION LIKELIHOOD, BEHAVIOURAL ATTITUDE FORMATION 101 (‘Red Bull will give me a kick’), and it induces the consumers to ...

102 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK processing is Ehrenberg’s reinforcement model. According to this model, awarenes ...

CAUSES AND CONSEQUENCES OF IRRITATION EVOKED BY ADVERTISING 103 Firstly, unbelievable, exaggerated, overdramatised situations su ...

104 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Consequences of ads evoking irritation Contradictory hypotheses can be found in ...

ADVERTISING AND BRAND CONFUSION 105 Advertising and brand confusion The goal of advertising is to stimulate demand for the brand ...

106 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK differences with respect to functionality and product presentation,^132 wilful b ...

FURTHER READING 107 review questions What are the contributions and shortcomings of hierarchy-of-effects models, such as the La ...

108 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Case 3: Club Med: a ‘true creator of happiness’ fights non-consideration Club Mé ...

CASE 3 109 Figure 3.14 Brand consideration of Club Med and its competitors: To what extent would you consider booking a holiday ...

110 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Table 3.6 Image of Club Med in target group (those who know Club Med) Also ackno ...

CASE 3 111 Figure 3.16 Evolution of number of unique visitors to the website (www.ontdekclubmed.be) Figure 3.15 Reasons not to c ...

112 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Fig u r e 3.17 Evolution of Club Med word-of-mouth quality during the campaign F ...

CASE 3 113 Figure 3.19 Image of Club Med and its competitors, March 2010 versus June 2011 Figure 3.20 Evolution of Club Med imag ...

114 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Figure 3.21 Evolution of Club Med customers in Flanders, 2009–2011 Figure 3.22 E ...

REFERENCES 115 (^11) Witte, K. (1992), ‘Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model (EPPM)’, Co ...

116 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK (^35) Ajzen, I. (2002), ‘Attitudes’, in Fernandez Ballesteros, R. (ed.), Encyclo ...

REFERENCES 117 (^60) Williams, A. and Clark, D. (1998), ‘Alcohol Consumption in University Students: The Role of Reasons for Dri ...