How do marketing communications work?
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Transcript of How do marketing communications work?
Models in MarComMacromodel Micromodel
Lists factors for effective communication
Analyses the consumer’s responses to communication
Know the target
audience and the desired
response
Encode a decodable message
Transmit the
message through media
Develop feedback channels
to monitor responses
What should the Sender do?
Response Hierarchy Models
AIDA Model
Hierarchy-of-Effects Model
By choosing the right sequence
the marketer can do a better job of
planning communications
Innovation-Adoption
Model
Communications Model
All these models assume the buyer passes though 3 Stages
Cognitive-Opinion or belief segment
Affective-Emotional or Feeling segment
Behavioral-An intention of behaving in a certain way towards someone
Hierarchy of Affects model
1. Learn-Feel-Do
Appropriate when the audience has high involvement with a product category perceived to have high differentiation
2. Do-Feel-Learn
Hierarchy of Affects model
Appropriate when the audience has high involvement but perceives little or no differentiation within the product category
3. Learn-Do-Feel
Hierarchy of Affects model
Appropriate when the audience has low involvement and perceives little differentiation