ZABANGA Marketing

Communications Pyramid

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Awareness

Teaser campaigns

Figure 7-2 Effect of advertising on consumers: movement from awareness to action

various steps in the Lavidge and Steiner hierarchy of effects model as the consumer moves from awareness to purchase, along with examples of types of promotion or advertising relevant to each step.

Communications Effects Pyramid Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first accomplishing lower-level objectives such as awareness and knowledge or comprehension.11 Subsequent tasks involve moving consumers who are aware of or knowledgeable about the product or service to higher levels in the pyramid (Figure 7-3). The initial stages, at the base of the pyramid, are easier to accomplish than those toward the top, such as trial and repurchase or regular use. Thus, the percentage of prospective customers will decline as they move up the pyramid. Figure 7-4 shows how a company introducing a new brand of shampoo targeted at 18- to 34-year-old females might set its IMC objectives using the communications effects pyramid.

The communications pyramid can also be used to determine promotional objectives for an established brand. The promotional planner must determine where the target audience lies with respect to the various blocks in the pyramid. If awareness levels for a brand and knowledge of its features and benefits are low, the communications objective should be to increase them. If these blocks of the pyramid are already in place, but liking or preference is low, the advertising goal may be to change the target markets' image of the brand and move consumers through to purchase.

Problems with Communications Objectives Not all marketing and advertising managers accept communications objectives; some say it is too difficult to

Belch: Advertising and I IV. Objectives and I 7. Establishing Objectives I I © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs