MARKETING

COMMUNICATION

COURSE 5
Definition

- Advertising is defined as any paid form of

nonpersonal communication about an
organization, product, service, or idea by
an identified sponsor.
Marshall Model (Economic
Model)

- Rational approach
Ex: Olympus, Dacia, Panasonic
Learning Model

- Stimulus – response theory

- Advertising can create conditioned
reflexes or it can use reflexes that have
been already acquired by individuals
Ex: Carlsberg, Nivea
Psychological Approach

- Freudian theory
- Theory of motivation
- Transactional analysis
Freudian theory

Human psyche:
- Id – beyond reason (instinctive needs);
- Ego – resolving inner conflicts, through
balance and satisfaction;
- Super Ego – removing interdictions and
barriers that hinder the purchase.
Ex: Campari, Mountain Dew
Theory of motivation

 Trends:

Selfish
Altruist
Selfless Ego
Idealist
Psycho-biological
Sociological
Ex: Helping-hand, Rolo
Transactional Analysis

Human personality has three moods:

"Father" - values, norms, precepts
"Child" - feelings, emotions, sensations
"Adult" - reason, logic, analysis

E.g.: planegirl, McDonalsJapan

Psycho – Social Approach

- Ostentatious consumption
- Veblen Model
- Products are not consumed for their use
value, but for their symbolic value