Integrated marketing communication(IMC) Measurement & Evaluation

Résumé du document

1) Consumer-generated advertising
- People  Consumers AND Generators
- Creation of their own advertising  loss of control
- Consumer agency
- Not only "co-creating brand meaning" but also "creating brand communication"

2) Virtual worlds
- Kind of an online community
- Interactions between online consumers
- Huge development since the last decade
- Innovation or irrational exuberance?

3) Consumers have more and more power
Not only consumers but participants
Brand meaning not controlled by companies alone
Several strategies from companies

Extraits

[...] Sarker & Lee article - longitudinal positive case study method for examining ERP could be adopted to an IMC context < number > Untitled-2.JPG Ewing mentions that some may be doing “it” without actually knowing what “it” is they are doing, And that we know how it works in theory but not necessarily in practice. Cornelissen and Lock raise the point that IMC may be an empty management fad. Articles in 3 marketing journals not theory led Lehmann calls for more mata analytic work, less emphasis on statistical proof and more on beta coefficients. We need testable propositions not thick descriptions. [...]

[...] The fact that the sales are up is very positive, and we received a lot of positive feedback during the ad campaign' < number > Untitled-2.JPG < number > Emotions Earliest advertising model. Strong(1925). consumer “had experienced interest . for the product” 1980's Zajonc “emotion can be independent of cognition” Neuroscience Measurement of emotions is pivotal to advertising < number > < number > THE EMOTIONAL CONTINUUM < number > Low-order Type 1 Uncontrollable Spontaneous Basic emotions Automatic and Complex Fear High-order Type 2 Complex Consciously labelled. aa.jpg DIFFERENT MEASUREMENT METHODS FOR EMOTIONS Most valid emotion measurement? [...]

[...] images-1.jpeg < number > Untitled-2.JPG < number > MOMENT TO MOMENT Resondent is asked to rate an advert stimulus by indicating inreal time the strength of the perceived magnitude. Warmth monitor < number > Untitled-2.JPG < number > 2767510003_695abc90e4_o.jpgPeopleLaughing.jpg AUTONOMIC MEASURES < number > Untitled-2.JPG < number > THE AUTONOMIC THREE Facial EMG Skin Conductance Heart Rate < number > Untitled-2.JPG < number > FACIAL EMG Darwin 1872- Feelings-Face 1975-Eckman & Frieesan FACS Coded links between Facial Muscle Movement & Emotion. Takes into account 2 muscles: 0-origin.jpg < number > aa.jpgUntitled-2.JPG Derbaix was able to establish that facial expressions measured by FACS had no effect on advertising and brand attitudes whereas verbal measures did. [...]

[...] MARKETING COMMUNICATION Untitled-2.JPG < number > 2 ARTICLES “Integrated marketing communications measurement and evaluation”, Michael T.Ewing “How to capture the Heart? Reviewing 20 years of Emotion Measurement in Advertising”, Karolien Poels, Spiegfried Dewitte < number > Untitled-2.JPG IMC MEASUREMENT & EVALUATION Better understanding of how consumers process Marketing Communications stimuli Advertising is evolving very fast How does advertising work in more mature economies with experience? Advertising with pure memory Memory in conjunction with emotion Memory, emotion and cognition Experiences have provided several conclusions: Involvement of neural components Advertising still in development Research needs to be expanded < number > Untitled-2.JPG < number > IMC MEASUREMENT & EVALUATION Better understanding of how (integrated) marketing stimuli interact with one another (i.e. [...]

[...] < number > AUTONOMIC MEASURES Ewings article links the use of Neuroscience and IMC, through the use of Autonomic Measuring Advancements necessary as forms of Communication evolve Neuroscience  Study of the brain and nervous system FuturePower.jpg < number > Untitled-2.JPG < number > HEART RATE Lang Studies- Attention ↑  Phasic Decceleration of HR. Arousal ↑  Tonic Accleration of HR. Also measures Valency of Emotion heart-rate.jpg < number > Untitled-2.JPG < number > < number > Untitled-2.JPG < number > PRACTICAL USE OF THE MEASUREMENT METHODS Print advertisements: Autonomic measurement is most valid. – Not the industry trend Self report measurements such as SAM. [...]