positioning in marketing communications how consumers process and respond to marketing...

Positioning inPositioning inMarketing CommunicationsMarketing Communications

• How consumers process and respond to marketing communications stimuli and make choices among brands

• Two models of consumer behavior»

•

Positioning inPositioning inMarketing CommunicationsMarketing Communications

Consumer Processing Model (CPM)

Positioning inPositioning inMarketing CommunicationsMarketing Communications

Hedonic, Experiential Model (HEM)

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1

Exposure to information

• Consumers come in contact with the marketer’s message

• Gaining exposure is a necessary but insufficient for communication success

• A function of key managerial decisions regarding:

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

Selective Attention: Stage 2Selective Attention: Stage 2

How to attract consumers attention:

Use of Novel StimuliUse of Novel Stimuli

Illustration

of novelty in

advertising

Use of Novel StimuliUse of Novel Stimuli

Illustration

of novelty in

advertising

Use of Intense StimuliUse of Intense Stimuli

Use of intensity to

attract attention

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4

Agreement with what is comprehended

Whether consumers yield to (that is, agree with) what they have comprehended

Agreement: Stage 4Agreement: Stage 4

• Comprehension by itself does not ensure that the message influences consumers’ behavior

• Agreement depends on:

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information

These two information processing stages,

retention and information search and

retrieval, both involve memory factors

related to consumer choice

A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini Couper

Two-Seater

Cute

Fun to drive

British

Reliable Sophisticated

Small

Sports car

MiniCouper

Little luggagespace

Economical

Nostalgic

Sexy

British racinggreen Women

The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing

CPMCPMCPMCPM

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

Action: Stage 8Action: Stage 8

Action on the basis of the decision

• People do not always behave in a manner

consistent with their preferences due to the

presence of events, or situational factors

• Situational factors are especially prevalent in

low-involvement consumer behavior

Positioning via Brand BenefitsPositioning via Brand Benefits

Positioning with respect to brand benefits can be

accomplished by appealing to any of three categories of

needs.

Experiential NeedsSymbolic NeedsFunctional Needs

An Appeal to Functional NeedsAn Appeal to Functional Needs

Products that attempt

to fulfill the consumer’s

consumption-relatedproblems