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Child & Hospital

Marketing Communication UvT

Amy Huijberts

on 15 December 2014

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Transcript of Child & Hospital

Child & Hospital
Current situation
Marketing communication objectives (2)
Communication message
Media campaign (3)
Child & Hospital
Desired positioning
Marketing Communication Budget

Audio-video message conveys higher emotional impact
Wide reach
Typical advertising: positive and stable attitude (Elsen et al., 2012)

Giulia Carrer ANR: 760489
Stephan Dekkers ANR: 600699
Rosan de Lange ANR: 209650
Rachelle Elshout ANR: 867946
Amy Huijberts ANR: 900264
Current situation
Desired positioning
Brand logo
Marketing communication objectives
Media campaign
Cialdini’s six principles of influence
Marketing communication budget
Communication message
Media planning

Media planning (1)
Great initiative that focuses on the well being of children

Provides assistance before, during and after hospital admission

Funded by government till January 2014

Searching for new funding

Objectives in the case: Increase brand awareness & increase donation intention
We provide distraction and fun to children with illness, and support to their families. Our mission is to relieve them from the condition of physical and psychological distress in order to improve the quality of their lives concretely. We do that in the only way we both know: by playing. Thanks to C&H specialized staff, a fun day is just like a normal day.
Media campaign (1)
Media campaign (2)
Evaluation (1)
References (1)
References (2)
Make the difference, by donating
Share it with your friends
Initial aim is brand awareness
Win-Win strategy
Balance Theory (Heider, 1946)
In general: individuals highly involved in a cause expect high commitment by parent brand (Hajjat,2003)
Increased C&H brand awareness and trust
Campaign evaluation research
Evaluation (2)
Evaluation (3)
2 Types of evaluation:
Pre-testing (before)
Testing the communications or intermediate effects:
Measured from a sample of customers
Portfolio test: testing the recall of the ad
Ad is put in portfolio with other ads, portfolio is shown
Next step: testing recall of Zwitsal and C&H
More recognized, more attention, better ads
Number of limitations BUT the best type to test our objective : Brand awareness
Campaign evaluation research
Pelsmacker et al., 2013
Pelsmacker et al., 2013
Heider, 1946
Pelsmacker et al., 2013
Marketing communication objectives (1)
3 categories of objectives:
we want to reach parents in The Netherlands
we want to capture their attention by introducing them to our concrete projects
we want them to recognize our logo and increase brand awareness and the likelihood of donation
Pelsmacker et al., 2013
Based on DAGMAR-model
Cialdini’s six principles of influence
Social Proof:
people are grateful for our service, so they are willing to do something in return because it could be their child we help
limited edition project to increase attractiveness

Blackett, T. and Boad, B. (1999), Co-branding: the Science of Alliance, Macmillan, London
Cialdini, R. B. (2001). Harnessing the science of persuasion. Harvard Business Review, 79(9), 72-81.
Cialdini, Robert B., and Noah J. Goldstein (2004). "Social influence: Compliance and conformity." Annu. Rev. Psychol. 55: 591-621.
Elsen, Millie, Rik Pieters and Michel Wedel (2012), “Attitude Formation during Ad Exposure: Effects of Typical, Mystery, and False Front Ads,”
Fishbein, M., & Yzer, M. C. (2003). Using theory to design effective health behavior interventions. Communication Theory, 13(2), 164-183.
Goldberg and Gorn (1987), “Happy and sad TV programs: How they affect reactions to commercials,” Journal of Consumer Research, 14 (December), 387-403
Hajjat, M. M. (2003). Effect of cause-related marketing on attitudes and purchase intentions: the moderating role of cause involvement and donations size. Journal of Nonprofit and Public Sector Marketing, 11(1), 93-109.
Heider F. (1946) “Attitudes and Cognitive Organization”. Journal of Psychology 21: 107-112
Mangold, W. Glynn, and David J. Faulds. "Social media: The new hybrid element of the promotion mix." Business horizons 52.4 (2009): 357-365.
Petty, Richard E., and John T. Cacioppo. "The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion." Journal of personality and social psychology 46.1 (1984): 69.
Yi (1990), “The effects of contextual priming in print advertisements,” Journal of Consumer Research, 17 (September), 215-222
if other people are supporting the project, then it’s valid and I want to do it too
I like what Zwitsal does and my friends are doing the same, so I’m likely to be influenced
Authority & Commitment
Cialdini, 2001,
Cialdini et. al, 2004
Objective and Task method to calculate the budget:
Television advertising:
Social Media:
Magazines campaign:
Large selective audience
High involvement
Commercial and editorial congruence (Yi, 1990)

Multiple platforms, then broadest reach
Two-way communication, then transparency

(Mangold et al., 2009)
Pelsmacker et al., 2013
Television advertising:
Magazines campaign:
Social media:
Limited time schedule because limited project duration
Three daily exposure slots: breakfast time, afternoon break, dinner time
Interrupting break during children programs: happy program and positive commercial lead to increased recall, cognitive response (Goldberg et al., 1987)
Aim: create project/C&H brand awareness
Media supporting/complementing television ads
Targeted magazines as Jij & Je kinderen or MAMA (Dutch magazines)
Advertising context have positive effect on brand evaluation, no ambiguity (Yi, 1990)
More informative and less emotional content in high involvement condition (Petty et al., 1984)
Permanent window open between C&H and people
C&H account managed by C&H personnel
Daily updates
Mediaplanning (2)
“…CRM is a good way to raise funds for social causes, can enhance the firm’s image, create
favorable attitudes toward its products, increase sales and profits…” (Hajjat, 2003)
2 Donation vehicles:
Donation message:
Greater project knowledge increases intention to donate
Display and sharing of stickers and donation’s confirmation message

Viral campaign through social media
Perceived norm (Fishbein & Yzer, 2003)

Post-donation strategy by C&H: showing donation results
To check: reached target group & recall
Net reach = the sum of all people in the target group reached at least once by an advertising campaign
Reached: target group (Parents) because of the need of creating brand awareness
Unaided recall test:
Consumers have to indicate which ads they remember
Recall of the Zwitsal/C&H campaign
Target group:
Private donators (Parents in the Netherlands)
Type of funding:
Project funding
Brand logo
The logo is the 'face' of the company. It is a graphical display of a company's unique identity. Design is important to increase brand awareness
Matt Fields, 2013
5% retail price by Zwitsal:
Brainstorm created project ideas
Low involvement
Most likely to take the Central route
No celebrity endorsement
High involvement
Petty et. al, 1984

Your money made the difference
Team F
Group 6
Interactive Lecture 3
Balance Theory
Heider, 1946
Academic papers:
http://socialmediachimps.com/how-to/how-to-increase-brand-awareness/ (Matt fields, 2013)
De Pelsmacker, Geuens, Van Den Bergh, 3. Marketing Communications: A European Perspective, 2013. Essex, England: Pearson Education Limited.
Wear-in, wear-out: 5 daily exposures (3/0.54, Rossiter's medium correction scores)
Television advertising:
Magazine advertising:
Wear-in, wear-out: 6 exposures (3/0.49, Rossiter's medium correction scores)
Pelsmacker et al., 2013
Blackett & Boad, 1999
Personal relevance
Zaichkowsky, 1985
Communications effects: awareness, knowledge, attitude and intention to buy
Tracking studies can be used  tracking a customer’s behavior (regular intervals)

Can be used to measure:
Example of the TV-commercial
Full transcript