Integrated Marketing Communications Lecture 2
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Transcript of Integrated Marketing Communications Lecture 2
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Integrated Marketing Communications
communications and consumer behavio
ur
2 T
heories of
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linear model of communication
sender message receiver
encode decode
Schramm, 1954
feedback
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linear model of communication
sender message receiver
encode decode
Schramm, 1954
feedback
noise
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two-‐step model...
Mass Media
Lazarsfeld and Katz, 1955
opinion leader
receiver
receiver receiver
receiver
opinion leader
receiver
receiver receiver
receiver
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multi-‐step model...
Mass Media
Lazarsfeld and Katz, 1955
opinion leader
receiver
receiver receiver
receiver
opinion leader
receiver
receiver receiver
receiver
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opinion leaders...
‘Ordinary’ people who seek out information
Passed on to family, friends, work
colleagues, social groups
Receptive to new ideas, ‘early adopters’
Advertisers sometimes use these ‘ordinary’ people
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opinion leaders and slice of life...
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diffusion of innovations...
Rogers, 1962
Early majority 34%
Late majority 34% Laggards
16%
Early adopters 13½%
Innovators 2½%
Market %
Time
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diffusion of innovations…
Peoples rate of acceptance of new products
People differ in their readiness to try new products
Need to understand the characteristics of innovators and early adopters
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diffusion of innovations…
product factors affecting rate of diffusion…
Relative advantage of product
Compatibility with existing practice and beliefs
Perceived risk
Limited trial possible?
Ease of understanding and use
Communicability to others
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opinion formers... People who inXluence because of their status
Often used for things like pharmaceuticals
Raise the proXile of various social issues
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Consumer Decision-‐making
Problem/ Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Evaluation of Purchase
Fill, 2009
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Types of Purchase…
Routinised response
Limited problem solving
Extended problem solving
Fill, 2009
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Three stages of involvement…
Context
InXluencers
Outcomes
Fill, 2009
Individual context, reasons for purchase, nature of
product, stimulus
Level of personal relevance – high or low, duration
Low involvement… behaviour then attitude
High involvement… attitude then behaviour
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Perceived Risks…
Financial
Performance
Social
Ego
Physical
Time
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Factors inXluencing consumers
Individual Perception, personality, motivation, attitude
Group… Social class, culture, reference groups, family…
Situational…
Socio-‐cultural, technological, economic, polit
ical, regulatory…
Marketing…
Product, price, place, promot
ion, people, process, physical
evidence
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Consumer Attitudes and Behaviour…
Cognitive
Affective
Conative
Fill, 2009
learning…
feeling…
doing…
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response hierarchy models…
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
cognitive
affective
conative
AIDA The Innovation-‐Adoption Model
The Hierarchy-‐of-‐Effects Model DAGMAR
Colley, 1961 Lavidge and Steiner, 1961 Lewis, 1898 Rogers, 1962
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Business Decision-‐making
Problem/ Need Recognition
Product speciXication
Supplier and product search
Supplier selection
Evaluation of Purchase
Fill, 2009
Evaluation of proposals
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Decision Making Unit
Comprised of the following roles…
gatekeeper
inXluencer
initiator
End user
decider
buyer
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Business buy classes
New buy
ModiXied Rebuy
Straight Rebuy
Fill, 2009
Xirst time
modiXications
routine
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What’s important here?
Theories of
The behaviour varies dependent on a variety of factors
Some decision-‐making processes are very linear and basic
Integrated marketing communications need to be b
ased
on an understanding of the decision making proc
esses
Ultimately, content and style of message as well a
s media
choices and tools are inXluenced…
…by the needs and behaviour of the
receiver