16-2 (how do marketing communications work)

How do

Work- Nikunj G KatkoriaNIT Surat

Marketers shouldunderstand

Fundamental elements of

Effective COMMUNICATION

Models

Macromodel

Micromodel

9 Key features

2 Major Parties

Sender Receiver

2 Major Tools

Message Media

4 Major Communication

Functions

Encoding

Decoding

Response

Feedback

And the last element

Random and competing messages

That may interfere with the intended communication

Senders must know

Target Audiences

Expected Responses

Sender Receiver

Should be easy

Targeting the audience

Message is effective when

Field of experience of sender

overlaps

that of receiver

Operating processes during communication

Selective Attention

Selective Distortion

Selective Retention

MicroModel

Cognitive Stage

Affective Stage

Behavior Stage

3 Stages

Attention Interest Desire Action

Cognitive Stage Affective Stage Behavior Stage

AIDA MODEL

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Cognitive Stage

Affective Stage

Behavior Stage

Hierarchy-of-Effects Model

Awareness

Interest

Evaluation

Trial

Adoption

Innovation-Adoption Model

Cognitive Stage

Affective Stage

Behavior Stage

Cognitive Stage Affective Stage BehaviorStage

Communication Model

Learn-feel-do Sequence

When audience has high involvement with product category perceived to have high

differentiation

Do-feel-learn Sequence

When audience has high involvement with product category but perceives little or no

differentiation

Learn-do-feel Sequence

When audience has low involvement with product category and perceives little or no differentiation

Assuming learn-feel-do sequence, Hierarchy-of-effects model can be illustrated as:

AwarenessKnowledgeLikingPreferenceConvictionPurchase

Thank you