How do marketing commmunications work
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How do Marketing Communications work ?
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Transcript of How do marketing commmunications work
How doMarketing Communications work ?
To implement the right communications program, all the marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning.
Two Models in marketing communications
MACRO
MACRO MODEL
Nine Key Factors
Senders must know what audiences they want to get
MACRO MODEL
MACRO MODELMessage must reach target customers
MACRO MODEL
Must develop feedback channels to monitor responses
MACRO MODEL
Following process may be operating during communication
Selective Attention
Selective Retention
Selective Distortion
micro
MICRO MODEL
Response Hierarchy Models
AIDA MODEL
HIERARCHY OF EFFECTS MODEL
INNOVATION-ADOPTION MODES
COMMUNICATIONS MODEL
MICRO MODEL
STAGESSTAGES
MICRO MODEL
MICRO MODEL
MICRO MODEL
MICRO MODEL
LEARN-FEEL-DO SEQUENCE
Appropriate when the audience has high involvement with a product category percieved to have high differentiation.
MICRO MODEL
DO-FEEL-LEARN SEQUENCE
Appropriate when the audience has high involvement but percieves little or no differentiation within the product category.
MICRO MODEL
LEARN-DO-FEEL SEQUENCE
Appropriate when the audience has low involvement and percieves little differentiation.
MICRO MODEL
Hierarchy-of-effects model
Assume high involvement and high differentiation, the HIERARCHY-OF-EFFECTS model.
Let' us Illustrate
MICRO MODELHierarchy-of-effects model
AWARENESS
Communicator's task is to build awarenesss
MICRO MODELHierarchy-of-effects model
KNOWLEDGE
Target audience might have brand awareness but not know much more.
Company must develop brand knowledge as communication objective
MICRO MODEL
LIKING
How people feel about the brand ? Build LIKING of people
Hierarchy-of-effects model
MICRO MODELHierarchy-of-effects model
PREFERENCE
Target audience might like the product but not preferCompany must build preference by comparision with likely COMPETITORS
MICRO MODELHierarchy-of-effects model
CONVICTION
Build conviction among interested customers
MICRO MODELHierarchy-of-effects model
PURCHASE
Company must lead consumers to purchase their product
Lower Price
Offer Permium Let them try out
Created by Hardik Wadhwa, IIT BHU,
during an internship by Prof. Sameer Mathur, IIM Lucknow
