How Do Marketing Communications

Work?

Kotler Chapter 16Aayushi Aggarwal IIT Kanpur

Models in MarComMacromodel Micromodel

Lists factors for effective communication

Analyses the consumer’s responses to communication

Macromodel9 key factors in effective communication

Macromodel

Know the target

audience and the desired

response

Encode a decodable message

Transmit the

message through media

Develop feedback channels

to monitor responses

What should the Sender do?

More the overlap in their thinking more effective the message

Micromodel Analyses the consumer’s responses to communication

Response Hierarchy Models

AIDA Model

Hierarchy-of-Effects Model

By choosing the right sequence

the marketer can do a better job of

planning communications

Innovation-Adoption

Model

Communications Model

All these models assume the buyer passes though 3 Stages

Cognitive-Opinion or belief segment

Affective-Emotional or Feeling segment

Behavioral-An intention of behaving in a certain way towards someone

Hierarchy of Affects model

1. Learn-Feel-Do

Appropriate when the audience has high involvement with a product category perceived to have high differentiation

2. Do-Feel-Learn

Hierarchy of Affects model

Appropriate when the audience has high involvement but perceives little or no differentiation within the product category

3. Learn-Do-Feel

Hierarchy of Affects model

Appropriate when the audience has low involvement and perceives little differentiation