Communications & Adoption Models

Communications & Adoption Models

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 Nature of Communication

The communication process is complex, and often unsuccessful

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

Response Processes

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

Then: The Funnel Model Touch Points

Harvard Business Review, Edelman; “Branding in The Digital Age”

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

Communications & Persuasion Models

Communications & Persuasion Models

The Facets Model of Effects