communications & adoption models. preview what is the definition of communications? define the...
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Preview
• What is the definition of Communications?• Define the “Nature of Communications”
model• Define each step in the “Hierarchy of Effects
Model”• Define some of the key characteristics of the
b2b marketing process.
Why Study Communications Models?
• Examine communications process fundamentals
• Examine how audiences respond to messages
• Analyze the response process in terms of hierarchical models and cognitive processes
• Compare alternative response mechanisms and theories
The Challenge
• More than understand the purchasing process
• Influence the purchase process• Requires a basic understanding of
communications models
Communications Defined
“The process of establishing a commonness or oneness of thought between a sender and receiver”
The Model Analysis Process
Who/What will get consumers’
attention?
Who/What will get consumers’
attention?
SourceAttention
SourceAttention
4
ReceiverComprehension
ReceiverComprehension
Can the receiver
comprehend the message?
Can the receiver
comprehend the message?
1
Which media will increase
presentation?
Which media will increase
presentation?
ChannelPresentation
ChannelPresentation
2
What type of message will
create favorable attitudes?
What type of message will
create favorable attitudes?
MessageYielding
MessageYielding
3
Communication ModelCommunication Model
IMC Noise
• Talking on the phone during commercials
• Driving while listening to the radio
• Looking at the model; ignoring the message
• Scanning the newspaper for articles
• Talking to passengers when passing billboards
• Scrolling past internet ads
• Annoyance with social media ads
• Ignoring tweets• Being offended by an
ad, article or other message
Clow & Baack, 2012
The Adoption or Diffusion ProcessThe Adoption or Diffusion Process
The steps an individual goes through from initial
knowledge to adopting a product into one’s
value system
The steps an individual goes through from initial
knowledge to adopting a product into one’s
value system
Charles F. Byers © 2010
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
AdoptionAdoption
Purchasing Decision Hierarchy
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
AdoptionAdoption
Today’s Purchasing Decision Hierarchy
ReinforcementReinforcement
AdvocacyAdvocacy
Purchasing Decision Hierarchy
• Awareness– A new idea, product or service enters the
audience’s consciousness– “Wow. That’s new”
• Interest– Audience is sufficiently curious or motivated
to seeks more information – “I wonder what that is all about”
• Evaluation– How specific wants are satisfied – “Is the better, worst or same from what I’m
using to day or is on the market”– “Is this right for me?”
Purchasing Decision Hierarchy
• Trial– Audience samples or tries product or service, it’s
the “test drive.”– “Let’s see how this works.” – “What’s this cost? Is it worth it?”– Samples, demonstrations, test results, web-
based trial
•Adoption– Audience accepts/buys product or service.
Integrates idea into belief system.– “I’m in. Where do I sign!!”
Purchasing Decision Hierarchy
•Reinforcement– Audience seeks support and
confirmation of decision– “OMG. Did I do the right thing?” “Now
what?”
•Advocacy– Audience turns from skeptic to believer– Repeats behavior and encourages
others– “It’s the greatest thing since sliced
bread!” “How did I ever live without it.”
Problem RecognitionProblem Recognition
General Need DescriptionGeneral Need Description
Product SpecificationProduct Specification
Supplier SearchSupplier Search
Proposal SolicitationProposal Solicitation
Supplier SelectionSupplier Selection
Order Routine SpecificationOrder Routine Specification
Performance ReviewPerformance ReviewAdapted from Prentice Hall
Business Purchasing Stages
Business-to-Business Characteristics
• More complex, higher risk, higher value decisions than consumer
• Process is more formalized
• Decisions made or influenced by project teams
• Buyer and seller are more dependent on each other; service and dependability are essential
Business to Business Consequences
• Requires building close, long-term relationships with customers
• Requires personal and non-personal selling
• Marketer’s job is to reduce anxiety
Now: Consumer Decision Journey
Loyalty Loop
Bond
Enjoy
Advocate
Harvard Business Review, Edelman “Branding in The Digital Age”
What are the implications?
Now: Consumer Decision Journey
Loyalty Loop
Bond
Enjoy
Advocate
Harvard Business Review, Edelman “Branding in The Digital Age”
Re-think budget allocation !!!!
70-90% Budget
Budget?
IMC Infrastructure
Adoption Process Message Framework
Tactical & Media Options
Awareness
Interest
Evaluation
Trial
Adoption
Reinforcement
Advocacy
In Review
• What is the definition of Communications?• Define the “Nature of Communications”
model• Define each step in the “Hierarchy of Effects
Model”• Define some of the key characteristics of the
b2b marketing process
Your Case Analysis
• Brevity and succinctness is key (see the above)
• No more than 1.5 pages• 1.5 line spacing• 12 point Times-Roman type• 1” margin top, bottom & sides
Microsoft Case
• How has Microsoft broadened its approach to adoption?
• What role does the “digital experience” play?
• What elements should Microsoft consider as it attempts to measure the campaign’s effectiveness?
Organizing & Presenting Your Case
• Succinctly define the situation (no more than 15-20% of the paper)
• Enumerate the options to be considered• Weigh each option’s positives and negatives• Declare your decision• Provide support for your decision
A: Does an exceptional job of covering all five points, successfully applies “lessons learned”; adds creativity and insight to analysisA-: Covers all 5 points adequately
B+: Covers 4 out of 5 elementsB: Covers 3 out of 5 elementsB-: Covers 2 out of 5 element
C+: Covers 1 of the elementsC: Totally misses the point of the whole case and goes off on a tangent