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hello everyone welcome to business school 101 marketing communication involves a set of activities that help to communicate their products and services to a Target consumer to effectively deliver marketing messages to Consumers marketers need to understand how consumers evaluate marketing Communications as a consumer you may encounter many marketing messages every day for example you may see McDonald's huge logo while driving on the highway where you may see many people carrying Starbucks coffee on the street so in this video I will discuss marketers five steps to develop their marketing communication strategies within each step I will also explain how consumers process the marketing information with examples Step 1 exposure before marketing stimuli affect consumers they must be exposed to them exposure means coming into physical contact with a stimulus if marketing stimuli can't come into consumers sensory receptors consumers can't see and hear about products or Services marketing stimuli contain product and brand information and can be communicated by various marketing channels such as TV commercials social media product packages salespersons and so on moreover consumers can be exposed to marketing stimuli through non-marketing sources such as Word of Mouth consumer reviews or news media marketers can increase their product and brand exposure by the following approaches first advertisement within a medium for example consumers can see an ad for a brand on the cover of a magazine or commercials during a TV program break exposure to commercials is greatest when they Air at the beginning or end of a commercial break within a program Super Bowl commercial break is very effective in increasing Expo closure of their products to Consumers because consumers are still involved in the program second product distribution and shelf placement the more store is carrying the products the greater the likelihood that consumers will be exposed to them moreover marketers prefer to place their products on the Shelf at eye level or the end of an aisle because it allows consumers to see their products more for example Suites such as chocolates and cookies are often placed on the lower shelf as their target consumers or kids checkout counters are also a great place to increase the exposure of products third product placement product placement is the process by which marketers pay a fee for Branded products to be prominently displayed in a movie TV show or other forms of media for example a character in a movie may be seen drinking a specific brand of beer or wearing a particular brand of jacket as consumers can have some control over the exposure of marketing messages marketers often use product placement which increases consumers exposure to their products or services Step 2 attention while exposure reflects whether consumers encounter marketing stimuli attention reflects how much consumers devote their mental activity to them consumers can't attend to all stimuli in the environment so they need to select what to pay attention to and what not so how do marketers capture consumers attention and engage them with their messages to accomplish this marketers must break through the Clutter and keep the consumer's interest to get attention for example marketers May provide a personally relevant message that resonates with consumers values needs emotions or goals for instance eco-conscious consumers are more likely to pay attention to Green products that are less harmful to the environment as another approach marketers can make stimuli Pleasant step 3 perception once consumers pay attention to the marketing stimuli then consumers perceive the information with a first impression perception is the process of determining the properties of stimuli using one or more of our five senses such as Vision hearing taste smell and touch when it comes to Vision colors play a crucial role in capturing consumers attention and generating positive associations with a product marketers often emphasize a brand color identity such as the iconic Tiffany blue associated with the Tiffany brand for hearing marketers use music to create specific moods and atmospheres for instance fast tempo music is often played in gyms to energize consumers while slow tempo and classical music are commonly used in wine stores to increase sales marketers also use the perception of taste for example Buckley's medicine claims that it tastes awful and it works appealing to Consumers who prioritize the effectiveness of the medicine in terms of smell marketers use different sense to attract consumers for example png's febrres offers various scents to eliminate odors allowing consumers to select their preferred scent lastly touch can also be utilized to increase positive perception some consumers want to buy a product touched by their favorite celebrity as they believe that the immaterial qualities or Essence can be transferred to an object through physical contact step 4 attitude after consumers have a first impression and are interested in knowing more about the product or Services they evaluate the message by doing so consumers can form their attitudes toward the product or Services depending on consumers motivation consumers develop their attitudes based on careful analysis or relying on superficial cues specifically when consumers have high motivation to learn about products and services they will carefully analyze the marketing messages and information to form their attitudes in contrast when consumers have low motivation to learn about the products and services they will rely on superficial cues to form their attitudes step 5 choice if consumers have a positive attitude toward a product or service they choose it over the other products consumers positive attitudes toward a brand can increase their purchase intention that's why marketers want consumers to have a positive attitude toward their brands once consumers make a choice they will evaluate their purchase in this video we introduced consumers five steps to evaluate marketing communication those steps are exposure attention perception attitude and choice within each step we also provided examples and marketing implications to better deliver marketing messages to Consumers marketers have to understand how consumers evaluate marketing Communications all right that's all for today's topic if you have any questions regarding this video please leave your thoughts in a comment below I hope you guys have enjoyed this video and if you did make sure you give it a thumbs up and subscribe to my channel thanks for watching and I will see you next time