How do marketing Communications work?
-A.Tejitha ReddyIIT Hyderabad
Marketers should understand the fundamental effects of effective communication.
Models of Marketing Communication
Macro Model9 Key Factors
Two major parties
Sender Receiver
Two major tools
Message Media
Four major functions
FeedbackEncoding Decoding Response
Random and competing messages that may interfere with the intended communication
The Last Element
Senders must know their target audience and their expected responses
More is this overlap more effective the message is likely to be.
Processes that may be operating during Communication
Selective Attention
Selective Distortion
Selective Retention
Micro Model
Micro Models of marketing communications
concentrate on consumers’ specific responses to
communications.
Stages
Cognitive Stage
Affective Stage
Behavior Stage
Cognitive Stage
Cognitive Stage
Cognitive Stage
Behavior Stage
Attention
Interest
Desire
Action
AIDA Model
Cognitive Stage
Affective Stage
Behavior Stage
Awareness
Knowledge
Liking
Preference
Conviction
Hierarchy-of-Effects Model
Cognitive Stage
Affective Stage
Behavior StagePurchase
Awareness
Interest
Evaluation
Trial
Adoption
Innovation-Adoption Model
Cognitive Stage
Affective Stage
Behavior Stage
Exposure
Reception
Cognitive Response
Attitude
Intention
Communications Model
Cognitive Stage
Affective Stage
Behavior StageBehavior
Hierarchy-of -Effects Model
Learn –Feel -DoWhen the audience
has high involvement with a product category perceived to have high differentiation
Hierarchy-of -Effects Model
Do–Feel -LearnWhen the audience
has high involvement with
product category but perceives little or no
differentiation
Hierarchy-of -Effects Model
Learn –Do–Feel
When the audience has low involvement
with product category and
perceives little or no differentiation
Hierarchy-of -Effects ModelAssuming the buyer has high involvement with the product category and perceives high differentiation within it:Awareness : If most of the target audience is unaware of the
objectKnowledge : If target audience might have brand awareness but
do not know much more.Liking : If the audience does not view the value proposition of
the brand favorably.Preference : If target audience like the product but not prefer it
to others.Conviction : If target audience might prefer a particular product
but not develop a conviction about buying it.Purchase: If target audience might have conviction but not quite
get around to making the purchase
1. Marketing communication has two useful models:1)Macro model2)Micro model
2. Macro model has 9 key factors in effective communication: sender,receiver,message,media,encoding,decoding,response,feedback.
3. Micro models of marketing communication concentrate on consumers’ specific responses to communication.
Disclaimer:Created by
Tejitha Reddy Ajjuguttu, IIT Hyderabad,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Contents:Marketing Management ,A South Asian Perspective
!6th Chapter