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