mrk317 integrated marketing communication chapter 4 communication process models
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MRK317Integrated Marketing
Communication
Chapter 4Communication Process Models
Marianne MarandoWinter 2005
Review from last class
Marianne MarandoWinter 2005
Consumer Decision Making Process
Need Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Marianne MarandoWinter 2005
Maslow’s Hierarchy of Needs
Physiological needs(hunger, thirst)
Safety needs(security, protection)
Social needs(sense of belonging, love)
Esteem needs(self-esteem, recognition, status)
Self-actualization needs(self-development, realization)
Marianne MarandoWinter 2005
Selective Retention
The Selective Perception Process
Selective Comprehension
Selective Attention
Selective ExposureConsumers choose whether or not to make themselves available for information.
Consumer focuses on certain stimuli while excluding others.
Interpreting information based on their own attitudes, beliefs, motives and experiences.
Consumers do not remember everything they see, hear, or read.
Marianne MarandoWinter 2005
Evaluation of Alternatives
All available brandsBrand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand K Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F
Marianne MarandoWinter 2005
Consumer AttitudesLearned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object.
Summarize consumer’s evaluation of an object and represent positive or negative feelings and behaviours.
Marianne MarandoWinter 2005
Attitude Change Strategies Increase or change the strength or belief rating
of a brand on an important attribute Change consumers’ perceptions of the
importance or value of an attribute Add a new attribute to the attitude formation
process Change perceptions of belief ratings for a
competing brand
Marianne MarandoWinter 2005
Environmental Influences on Consumers
Culture
Subculture
Social class
Referencegroups
Situations
Marianne MarandoWinter 2005
Chapter Objectives – Chapter 4
To understand the basic elements of the communication process and the role of communications in marketing.
To examine various models of the communication process.
To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy.
Marianne MarandoWinter 2005
What happens when communication goes wrong …..
Marianne MarandoWinter 2005
The Communications ProcessFields of Experience
Response Feedback Loop
ChannelMESSAGE Decoding Receiver /
AudienceSource /Sender Encoding
NoiseNoise
Marianne MarandoWinter 2005
An object
A sign/symbol An interpretant
SEMIOTICS
Marianne MarandoWinter 2005
Examples …
Marianne MarandoWinter 2005
The Communications ProcessFields of Experience
Response Feedback Loop
ChannelMESSAGE Decoding Receiver /
AudienceSource /Sender Encoding
NoiseNoise
Marianne MarandoWinter 2005
Encoding / Decoding Symbols
Graphic Pictures Drawings Charts
Musical Arrangement Instrumentation Voice or chorus
Verbal Spoken word Written word Song lyrics
Animation Action / motion Pace / speed Shape / form
Marianne MarandoWinter 2005
The Communications ProcessFields of Experience
Response Feedback Loop
ChannelMESSAGE Decoding Receiver /
AudienceSource /Sender Encoding
NoiseNoise
Marianne MarandoWinter 2005
Experiential Overlap
SenderExperience
ReceiverExperience
Different Worlds
SenderExperience
ReceiverExperience
SenderExperience
High CommonalityReceiverExperience
Moderate Commonality
Marianne MarandoWinter 2005
Marianne MarandoWinter 2005
Marianne MarandoWinter 2005
Traditional Response Hierarchy Models
Developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behaviour
Marianne MarandoWinter 2005
Models of the Response Process (Fig. 4-3)
Stages
Cognitive
Affective
Behavioral
AIDAmodel
Attention
InterestDesire
Action
Marianne MarandoWinter 2005
Models of the Response Process (Fig. 4-3)
Stages
Cognitive
Affective
Behavioral
AIDAmodel
Attention
InterestDesire
Action
Hierarchy of effects model
AwarenessKnowledge
LinkingPreferenceConviction
Purchase
Marianne MarandoWinter 2005
Models of the Response Process (Fig. 4-3)
Stages
Cognitive
Affective
Behavioral
AIDAmodel
Attention
InterestDesire
Action
Hierarchy of effects model
AwarenessKnowledge
LinkingPreferenceConviction
Purchase
Innovation adoption
AwarenessInterest
EvaluationTrial
Adoption
Marianne MarandoWinter 2005
Models of the Response Process (Fig. 4-3)
Stages
Cognitive
Affective
Behavioral
AIDAmodel
Attention
InterestDesire
Action
Hierarchy of effects model
AwarenessKnowledge
LinkingPreferenceConviction
Purchase
Innovation adoption
AwarenessInterest
EvaluationTrial
Information Processing
PresentationAttention
Comprehension
YieldingRetention
BehaviorAdoption
Marianne MarandoWinter 2005
What do all of the models have in common?
Series of steps From non-awareness to purchase All follow same sequence: Think Feel Do
Marianne MarandoWinter 2005
What do all of the models have in common?
Series of steps From non-awareness to purchase All follow same sequence: Think Feel Do
(learn) Cognitive Affective Conative
Marianne MarandoWinter 2005
Can you think of an example of when you followed this traditional model?
Do consumers always follow that model?
Can you think of an example of when you didn’t follow the traditional model?
Marianne MarandoWinter 2005
Three Alternative Response Models The Learning Model
The Dissonance/Attribution Hierarchy
The Low-Involvement Hierarchy
Marianne MarandoWinter 2005
An Alternative Response Hierarchy (Fig.4-5)
High LowH
igh
Low
Topical Involvement
Perc
eive
d pr
oduc
tdi
ffere
ntia
tion
Learning Model
CognitiveAffectiveConative
Marianne MarandoWinter 2005
An Alternative Response Hierarchy (Fig.4-5)
High LowH
igh
Low
Topical Involvement
Perc
eive
d pr
oduc
tdi
ffere
ntia
tion
Learning Model
Dissonance/Attribution Model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Marianne MarandoWinter 2005
An Alternative Response Hierarchy (Fig.4-5)
High LowH
igh
Low
Topical Involvement
Perc
eive
d pr
oduc
tdi
ffere
ntia
tion
Learning ModelInvolvement
Model
Dissonance/Attribution Model
CognitiveAffectiveConative
ConativeAffectiveCognitive
Cognitive
Conative
Affective
Marianne MarandoWinter 2005
Integrated Information Response Model
Involves traditional and low-involvement response hierarchy models
Suggests that different response patterns that can result from advertising
Marianne MarandoWinter 2005
Low Involvement Model
Learn – Do -- Feel•Low involvement products – little knowledge exists prior to purchase• Attitudes are formed after actual purchase•Communication should encourage trial•Consumers less likely to focus on actual content – but on jingles, slogans, music•Short messages, and repetition is important•Repeated use may lead to higher commitment
Marianne MarandoWinter 2005
High Involvement Model
Learn – Feel – Do
• Focus of communication should be on product and feature demonstration in order to develop higher level beliefs
• Ads are very detailed with a great deal of information that the consumer can use for decision making
Marianne MarandoWinter 2005
Dissonance Attribution ModelDo – Feel – Learn
Consumers act first – think later May happen when products appear similar Role of advertising – to reduce cognitive
dissonance
Marianne MarandoWinter 2005
What does all of this mean?Implications: Consumers respond differently to
marketing communication – different promotional strategies are needed for different situations
Marketers need to examine the communication situation for their product and try to determine which type of response process is likely to occur
Marianne MarandoWinter 2005
Purchase of a new car
What response model is the consumer likely to follow?
What are the promotional implications?
Marianne MarandoWinter 2005
Purchase of Shampoo What response
model is the consumer likely to follow?
What are the promotional implications?
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