{"id":35966,"date":"2024-06-27T00:15:46","date_gmt":"2024-06-26T21:15:46","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=35966"},"modified":"2025-08-04T11:31:19","modified_gmt":"2025-08-04T08:31:19","slug":"marketing-mix-secret-elaboration-likelihood-model","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/marketing-mix-secret-elaboration-likelihood-model\/","title":{"rendered":"Marketing Mix Secrets: Introduction to Elaboration Likelihood Model (ELM)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"35966\" class=\"elementor elementor-35966\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6980b93 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6980b93\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-34c1b03a\" data-id=\"34c1b03a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6fee6ba3 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"6fee6ba3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Marketing has become a challenging field in today&#8217;s world, where customers are a lot more informed and have more choices than ever before. <\/span><\/p><p><span style=\"font-weight: 400;\">So today\u2019s key to success is a good marketing mix &#8211; a blend of different elements that come together to create an effective marketing strategy. <\/span><\/p><p><span style=\"font-weight: 400;\">In this article, we will introduce the Elaboration Likelihood Model (ELM), a framework that can help you develop a successful marketing mix for your brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10a9fb7 elementor-toc--minimized-on-mobile elementor-widget elementor-widget-table-of-contents\" data-id=\"10a9fb7\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;minimized_on&quot;:&quot;mobile&quot;,&quot;collapse_subitems&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;minimize_box&quot;:&quot;yes&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor-pro - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-table-of-contents .elementor-toc__header-title{color:var(--header-color)}.elementor-widget-table-of-contents.elementor-toc--collapsed .elementor-toc__toggle-button--collapse,.elementor-widget-table-of-contents:not(.elementor-toc--collapsed) .elementor-toc__toggle-button--expand{display:none}.elementor-widget-table-of-contents .elementor-widget-container{min-height:var(--box-min-height);border:var(--box-border-width,1px) solid var(--box-border-color,#9da5ae);border-radius:var(--box-border-radius,3px);background-color:var(--box-background-color);transition:min-height .4s;overflow:hidden}.elementor-toc__header{display:flex;align-items:center;justify-content:space-between;padding:var(--box-padding,20px);background-color:var(--header-background-color);border-bottom:var(--separator-width,1px) solid 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.elementor-toc__list-wrapper{margin-top:.5em;margin-inline-start:var(--nested-list-indent,1em)}.elementor-toc__list-item-text{transition-duration:var(--item-text-transition-duration)}.elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}.elementor-toc__list-item-text-wrapper{display:flex;align-items:center}.elementor-toc__list-item-text-wrapper:before,.elementor-toc__list-item-text-wrapper i{margin-inline-end:8px;color:var(--marker-color)}.elementor-toc__list-item-text-wrapper svg{margin-inline-end:8px;fill:var(--marker-color);height:var(--marker-size,.5em);width:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper i{font-size:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper:before{font-size:var(--marker-size,1em)}.elementor-toc--content-ellipsis .elementor-toc__list-item-text{white-space:nowrap;overflow:hidden;text-overflow:ellipsis}.elementor-toc__list-items--collapsible>.elementor-toc__list-wrapper>.elementor-toc__list-item>.elementor-toc__list-wrapper{display:none}.elementor-toc__heading-anchor{position:absolute}.elementor-toc__body .elementor-toc__list-item-text{color:var(--item-text-color);-webkit-text-decoration:var(--item-text-decoration);text-decoration:var(--item-text-decoration);transition-duration:var(--item-text-transition-duration)}.elementor-toc__body .elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__body .elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}ol.elementor-toc__list-wrapper{counter-reset:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item{counter-increment:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item-text-wrapper:before{content:counters(item,\".\") \". \"}<\/style>\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h3 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h3>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__10a9fb7\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__10a9fb7\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div id=\"elementor-toc__10a9fb7\" class=\"elementor-toc__body elementor-toc__list-items--collapsible\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46c46c5 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"46c46c5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What is Marketing Mix?<\/span><\/h2><p><span style=\"font-weight: 400;\">The marketing mix is a set of tools and tactics that a company uses to promote its products or services to its target audience. These tools include product, price, promotion, and place, also known as the four P&#8217;s of marketing. Companies must find the right balance of these elements to create a compelling and effective marketing mix.<\/span><\/p><p><span style=\"font-weight: 400;\">By considering the product, price, place, and promotion, this marketing mix model can help\u00a0 create a more comprehensive marketing strategy that appeals to a wide range of consumers. The product is able to be well-designed to be innovative and bold, while the <a href=\"https:\/\/www.adcore.com\/blog\/marketing-in-3-levels-of-profitability-mainstream-premium-and-luxury\/\">pricing strategy<\/a> can aim to position the brand as a \u2018premium\u2019. The company&#8217;s distribution strategy can then focus on reaching consumers through a variety of channels, while the promotional strategy aims to create a sense of excitement and fun around the brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6abe978 elementor-widget elementor-widget-image\" data-id=\"6abe978\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"419\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1-1024x671.png\" class=\"attachment-large size-large wp-image-35985\" alt=\"marketing mix modeling\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1-1024x671.png 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1-300x197.png 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1-768x503.png 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1-1536x1007.png 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/Marketing-mix-4-Ps-1.png 1776w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f051aed elementor-widget elementor-widget-text-editor\" data-id=\"f051aed\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Marketing Mix Example: Doritos<\/span><\/h3><ol><li><span style=\"font-weight: 400;\">Product\u00a0<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">For those unfamiliar, Doritos is a brand of tortilla chips that come in a variety of flavors and textures. The company is known for its bold and innovative flavor offerings, such as Cool Ranch and Spicy Nacho. The packaging is eye-catching and features the brand&#8217;s distinctive logo and bright colors.<\/span><\/p><ol start=\"2\"><li><span style=\"font-weight: 400;\"> Price<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Doritos are priced competitively with other snack brands but are positioned as a \u2018premium\u2019 snack. The company also offers occasional promotions, such as buy one get one free, to encourage repeat business.<\/span><\/p><ol start=\"3\"><li><span style=\"font-weight: 400;\"> Place<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Doritos are sold in a variety of convenient locations, including grocery stores, convenience stores, and vending machines. The company also sells its products online through major retailers such as Amazon.<\/span><\/p><ol start=\"4\"><li><span style=\"font-weight: 400;\"> Promotion<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Doritos&#8217; promotional strategy is focused on creating a sense of excitement and fun around the brand. The company has run several successful advertising campaigns that feature creative and humorous commercials, such as the &#8220;Crash the Super Bowl&#8221; campaign. The company also utilizes social media to engage with its audience and generate buzz around new product launches.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f2704b elementor-widget elementor-widget-image\" data-id=\"2f2704b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"466\" height=\"582\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/doritos.png\" class=\"attachment-large size-large wp-image-35981\" alt=\"doritos brand\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/doritos.png 466w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/doritos-240x300.png 240w\" sizes=\"(max-width: 466px) 100vw, 466px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff74e7b elementor-widget elementor-widget-text-editor\" data-id=\"ff74e7b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Good Marketing Mix Challenges<\/span><\/h2><p><span style=\"font-weight: 400;\">Creating a good marketing mix is a challenge for many companies; they must understand their target audience, identify the unique benefits of their products or services, and determine the right price, promotion, and distribution strategies. The right marketing mix will vary depending on the company, the product, and the target audience.<\/span><\/p><h2><span style=\"font-weight: 400;\">Finding My Brand Marketing Mix<\/span><\/h2><p><span style=\"font-weight: 400;\">To create a successful marketing mix, companies must go beyond the four P&#8217;s of marketing and consider the psychological processes that drive consumer behavior. A clear attempt to influence their beliefs regarding a certain brand, their attitudes towards it, and of course, their actual behavior &#8211; the purchase or use of the brand.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p><p><span style=\"font-weight: 400;\">How does this process of persuasion work, and who does it really affect? Among many possible explanations, the Elaboration Likelihood Model (ELM), developed by Petty &amp; Cacioppo, is among them.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f409834 elementor-widget elementor-widget-template\" data-id=\"f409834\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">To create a successful marketing mix, companies must go beyond the four P's of marketing and consider the psychological processes that drive consumer behavior.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d825a8d elementor-widget elementor-widget-image\" data-id=\"d825a8d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"382\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1-1024x611.png\" class=\"attachment-large size-large wp-image-35986\" alt=\"Elaboration Likelihood Model\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1-1024x611.png 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1-300x179.png 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1-768x458.png 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1-1536x916.png 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2023\/02\/ELM-1.png 1952w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-189224c elementor-widget elementor-widget-text-editor\" data-id=\"189224c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What is ELM? or Elaboration Likelihood Model<\/span><\/h2><p><span style=\"font-weight: 400;\">The Elaboration Likelihood Model (ELM) is a theory of persuasion that explains how people make decisions and form attitudes. Developed by Richard Petty and John Cacioppo in the 1980s, the ELM proposes two routes to persuasion: the central route and the peripheral route.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">ELM is a psychological framework that can help companies understand how consumers process and respond to marketing messages. According to this model, the process of persuasion begins as soon as the consumer perceives the communication that is transmitted to him.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Involvement Channels<\/span><\/h2><p><span style=\"font-weight: 400;\">Upon receiving the message, the consumer begins processing it. This processing can be done with high involvement (when the topic is seen as very relevant to him personally) or with low involvement.<\/span><\/p><h3><span style=\"font-weight: 400;\">The Rational Channel<\/span><\/h3><p><span style=\"font-weight: 400;\">According to the model, the Rational Channel is the degree of involvement of the consumer that determines the &#8220;channel&#8221; through which the persuasion process takes place. The central route to persuasion is activated when the degree of consumer involvement is high. This channel can be called the &#8220;rational&#8221; channel, the one that focuses on the message itself, the arguments, the quality of the arguments, or in short, the &#8220;meat&#8221;.<\/span><\/p><p><span style=\"font-weight: 400;\">When consumers target this channel of persuasion, they are focused on the message conveyed to them, examine it, compare it to their existing attitudes, and produce cognitive reactions &#8211; thoughts that support or oppose the message. The more responses that support the message, the greater the chance of persuasion.<\/span><\/p><p><span style=\"font-weight: 400;\">When the stage of influencing beliefs is successful, it is more likely to affect the next element of the process &#8211; attitudes. The materials used by the involved consumer, who is in the central channel for persuasion, are also &#8220;central&#8221;: ideas, arguments, supporting data, facts, and everything that can improve the &#8220;quality&#8221; of the message.<\/span><\/p><h3><span style=\"font-weight: 400;\">The Peripheral Channel<\/span><\/h3><p><span style=\"font-weight: 400;\">When the consumer&#8217;s involvement in the issue is low, the channel of persuasion to be used will be the peripheral (marginal) channel. In this situation, there will be almost no cognitive (or intellectual) reactions, because the consumer does not pay attention to examining the message itself. Instead, they are content with &#8220;peripheral clues&#8221;, in everything around the subject itself &#8211; who the speaker is, how attractive they are, what they look like, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">In a low-involvement situation, there is indeed a chance of having some effect on the consumer&#8217;s beliefs, for example, regarding this or that attribute or achievement of one of the candidates. But it is hardly likely that his basic attitudes and feelings will change or be affected, which is certainly true of his actual behavior as well.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d560cb elementor-widget elementor-widget-text-editor\" data-id=\"2d560cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">The Truth Effect<\/span><\/h2><p><span style=\"font-weight: 400;\">The popular belief that if you repeat something a large number of times, people will start to believe it, is based on &#8220;The Truth Effect&#8221;. In a low-involvement situation, a lot of repetition of a message also serves as a peripheral cue that helps people believe that message.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This happens regardless of the practical truth value of the statement. This effect is of great importance. Every evening the viewer is exposed to dozens of different and strange messages. In most cases, viewers do not bother to pay enough attention to examine the truth of the messages. This increases the likelihood that repeated messages will be perceived as accurate.<\/span><\/p><h2><span style=\"font-weight: 400;\">ELM and Your Marketing Mix<\/span><\/h2><p><span style=\"font-weight: 400;\">The ELM has important implications for developing a marketing mix that resonates with your target audience. To be effective, your marketing mix must appeal to both the central and peripheral routes of persuasion. This means that you must present compelling arguments and evidence that appeal to the cognitive processing of your audience while also using attractive visuals, emotional appeals, and social proof to persuade those who rely on peripheral cues.<\/span><\/p><p><span style=\"font-weight: 400;\">In terms of the four P&#8217;s of marketing, the ELM suggests that each element can be used to appeal to either the central or peripheral route of persuasion. When combined with the Elaboration Likelihood Model (ELM), this marketing mix model can be further optimized to appeal to both the central and peripheral routes of persuasion.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For example, a company&#8217;s promotional strategy could be refined to focus on emotional appeals and social proof, such as featuring celebrity endorsements and influencers enjoying the product. The packaging could also be designed to create a sense of exclusivity and desirability, appealing to the peripheral route of persuasion.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-633feca elementor-widget elementor-widget-image\" data-id=\"633feca\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/elementor\/thumbs\/phone-q2s15cewj6vnafx4af96w85t8wcw820n5f75rrbee8.png\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2afadc elementor-widget elementor-widget-text-editor\" data-id=\"d2afadc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Marketing Mix and Elaborative Likelihood Model (ELM) Example: Apple<\/span><\/h3><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.apple.com\" target=\"_blank\" rel=\"noopener\">Apple<\/a> is an excellent example of a company that has effectively used the ELM to create a powerful marketing mix. They have built their brand around a set of core values, including simplicity, design, and innovation. Their products appeal to both the central and peripheral routes of persuasion by presenting compelling arguments about the quality and performance of their products while also using attractive design, emotional appeals, and social proof to persuade consumers.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">A genius way in which Apple uses the ELM to create a powerful marketing mix is through its pricing strategy. Apple&#8217;s products are often more expensive than competitors, but they are also perceived as high-quality and innovative.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By presenting compelling arguments about the value of its products, Apple appeals to the central route of persuasion. At the same time, they use emotional appeals and social proof, such as the popularity of their products among celebrities and influencers, to appeal to the peripheral route.<\/span><\/p><p><span style=\"font-weight: 400;\">Apple&#8217;s promotional strategies also appeal to both the central and peripheral routes of persuasion. They use compelling arguments and evidence to demonstrate the quality and performance of their products, while also using emotional appeals and social proof to create a sense of desire and exclusivity around their brand.\u00a0<\/span><\/p><p>Apple&#8217;s marketing strategy, very similar to <a href=\"https:\/\/www.adcore.com\/blog\/elon-musks-marketing-strategy-secrets\/\">Elon Musk&#8217;s marketing strategy<\/a>, enables them to accelerate business growth and focus their effort on best-selling items.<\/p><h2><span style=\"font-weight: 400;\">Summary<\/span><\/h2><p><span style=\"font-weight: 400;\">In conclusion, the Elaboration Likelihood Model (ELM) is a powerful framework that can help companies create effective marketing mixes. By understanding how consumers process and respond to marketing messages, companies can present compelling arguments and evidence while also using attractive visuals, emotional appeals, and social proof to persuade their target audience. When combined with the traditional four P&#8217;s of marketing, the ELM can help companies develop a comprehensive marketing strategy that appeals to both the central and peripheral routes of persuasion.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42cbd0d elementor-widget elementor-widget-template\" data-id=\"42cbd0d\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/35966#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketing has become a challenging field in today&#8217;s world, where customers are a lot more informed and have more choices than ever before. So today\u2019s key to success is a good marketing mix &#8211; a blend of different elements that&#8230;<\/p>\n","protected":false},"author":21,"featured_media":41075,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing-analytics\/","category_name":"Marketing Analytics"}],"tags":[],"authors":[239],"article_types":[179],"staff_picks":[],"promotions":[418],"class_list":["post-35966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-all","category-marketing-analytics","authors-yossi-elchanan","article_types-articles","promotions-push"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35966","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=35966"}],"version-history":[{"count":30,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35966\/revisions"}],"predecessor-version":[{"id":41076,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35966\/revisions\/41076"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/41075"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=35966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=35966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=35966"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=35966"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=35966"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=35966"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=35966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}