MRK317Integrated Marketing

Communication

Chapter 4Communication Process Models

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Review from last class

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Consumer Decision Making Process

Need Recognition

Information Search

Alternative Evaluation

Purchase Decision

Postpurchase Evaluation

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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)

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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.

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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

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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.

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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

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Environmental Influences on Consumers

Culture

Subculture

Social class

Referencegroups

Situations

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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.

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What happens when communication goes wrong …..

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The Communications ProcessFields of Experience

Response Feedback Loop

ChannelMESSAGE Decoding Receiver /

AudienceSource /Sender Encoding

NoiseNoise

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An object

A sign/symbol An interpretant

SEMIOTICS

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Examples …

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The Communications ProcessFields of Experience

Response Feedback Loop

ChannelMESSAGE Decoding Receiver /

AudienceSource /Sender Encoding

NoiseNoise

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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

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The Communications ProcessFields of Experience

Response Feedback Loop

ChannelMESSAGE Decoding Receiver /

AudienceSource /Sender Encoding

NoiseNoise

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Experiential Overlap

SenderExperience

ReceiverExperience

Different Worlds

SenderExperience

ReceiverExperience

SenderExperience

High CommonalityReceiverExperience

Moderate Commonality

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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

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Models of the Response Process (Fig. 4-3)

Stages

Cognitive

Affective

Behavioral

AIDAmodel

Attention

InterestDesire

Action

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Models of the Response Process (Fig. 4-3)

Stages

Cognitive

Affective

Behavioral

AIDAmodel

Attention

InterestDesire

Action

Hierarchy of effects model

AwarenessKnowledge

LinkingPreferenceConviction

Purchase

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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

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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

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What do all of the models have in common?

Series of steps From non-awareness to purchase All follow same sequence: Think Feel Do

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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

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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?

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Three Alternative Response Models The Learning Model

The Dissonance/Attribution Hierarchy

The Low-Involvement Hierarchy

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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

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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

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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

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Integrated Information Response Model

Involves traditional and low-involvement response hierarchy models

Suggests that different response patterns that can result from advertising

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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

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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

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Dissonance Attribution ModelDo – Feel – Learn

Consumers act first – think later May happen when products appear similar Role of advertising – to reduce cognitive

dissonance

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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

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Purchase of a new car

What response model is the consumer likely to follow?

What are the promotional implications?

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Purchase of Shampoo What response

model is the consumer likely to follow?

What are the promotional implications?