Marketing Communications

114 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK

Figure 3.21 Evolution of Club Med customers in

Flanders, 2009–2011

Figure 3.22 Evolution of Club Med turnover in Flanders,

2009–2011

QUESTIOnS

1. Describe and assess Club Med’s problem identification
   and the research it is based on. Given its desired posi-
   tioning and business problem, did Club Med draw the
   right conclusions from the research?


2. In Club Med’s campaign, did it follow a hierarchy-of-
   effects approach? If yes, which one? Is such an approach
   needed?


3. In which cell of the FCB grid would you classify travel
   solutions? In which cell can Club Med be situated or
   does it aim to be situated? Has it been successful?

Sources: http://www.clubmed-corporate.com (accessed 22 June 2012); Bert Denis, TBWA.

4. Using the classification of attitude formation models in
   this chapter, which models seem most relevant to explain
   the processing and impact of the Club Med campaign?


5. In terms of the Theory of Planned Behaviour, how is
   Club Med trying to form the intentions towards its
   brand? What is the role of attitudes, subjective norms
   and perceived behavioural control?


6. Does Club Me aim at central or peripheral processing?
   Why?


7. Would you say Club Med has been effective in reaching
   its targets, and is this effectiveness attributable to its
   communication campaign?

References

(^1) Barry, T.E. and Howard, D.J. (1990), ‘A Review and
Critique of the Hierarchy of Effects in Advertising’,
International Journal of Advertising, 9, 121–35; Barry,
T.E. (2002), ‘In Defense of the Hierarchy of Effects:
A Rejoinder to Weilbacher’, Journal of Advertising
Research, 42(3), 44–7.
(^2) Vakratsas, D. and Ambler, T. (1999), ‘How Advertising
Works: What Do We Really Know?’, Journal of Marketing,
63(1), 25–43.
(^3) Vaughn, R. (1986), ‘How Advertising Works: A Planning
Model Revisited’, Journal of Advertising Research, 26(1),
57–66.
(^4) Rossiter, J.R. and Percy, L. (1997), Advertising and
Promotion Management. New York: McGraw-Hill.
(^5) Keller, K.L. (2008), Building, Measuring, and Managing
Brand Equity, 3rd edition. Upper Saddle River, NJ: Prentice
Hall.
(^6) Yoon, S.K. (2001), ‘Prophet Warning: Is Nothing Sacred?’,
Far Eastern Economic Review, 10 May, http://www.singapore-
window.org/sw01/010510re.htm (accessed June 2009).
(^7) Barry, T.E. and Howard, D.J. (1990), ‘A Review and Critique
of the Hierarchy of Effects in Advertising’, International
Journal of Advertising, 9, 121–35; Barry, T.E. (2002),
‘In Defense of the Hierarchy of Effects: A Rejoinder to
Weilbacher’, Journal of Advertising Research, 42(3), 44–7.
(^8) Bamossy, S. and Hogg, A. (2007), Consumer Behaviour: A
European Perspective, 3rd edition. Harlow: Pearson Education.
(^9) Hoyer, W.C. and MacInnis, D.J. (2007), Consumer Behavior,
4th edition. Boston, MA: Houghton Mifflin.
(^10) Panic, K., Cauberghe, V. and De Pelsmacker, P. (2011),
‘Promoting Dental Hygiene to Children: Investigating the
Impact of Threat Appeals in Combination with Traditional
vs. Interactive Media’, Proceedings of the 2011 Icoria
Conference, Berlin, CD-ROM.
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