Designing and Managing Integrated

Marketing Communications

How do Marketing Communications work???

Marketers should understand the fundamental elements of effective communications

Two basic communications process models are1.Macromodel2.Micromodel

Macromodel:

Macromodel has nine key factors:

Two major parties-SENDER,RECEIVERTwo major tools-Message and MediaFour major communication functions- encoding,decoding,response and feedbackOne last system-Noise

Micromodel of Consumer Responses:

1.AIDA Model 2.Hierarchy-of-Effects Models 3.Innovation-Adoption Model 4.Communications Model

AIDA Model:

Attention->Interest->Desire->Action

Hierarchy-of-Effects Model:

Awareness->KnowledgeKnowledge->Liking->preference->ConvictionConviction->Purchase

Innovation-Adoption Model:Awareness->Interest->EvaluationEvaluation->Trial->Adoption

Communications Model:Exposure->Reception->Cognitive responseCognitive response->Attitude->IntentionIntention->Behavior

Lets illustrate the Hierarchy-of-effects model... The communicator’s task is to 1.Create Awareness2.Improve Knowledge3.Improve Liking4.Build Preference5.Build Convictionamong the target audience and make them purchase their product.

Following these models ensure that:

1.The right consumer is exposed to the right message at the right time and right place.

2.The ad causes the consumer to pay attention but doesn’t distract from the main message.

3.The ad properly reflects the consumer’s level of understanding of and behaviours with the product and the brand.

4.The ad motivates consumers to consider purchase of the brand.

5.The ad correctly positions the brand in terms of desirable and deliverable point-of-difference and points-of-parity.

Created by Harika Ganta,IIITDM Kancheepuramduring an internship by Prof.Sameer Mathur,IIM Lucknow

www.IIMInternship.com