Integrated Marketing Communications Lecture 2

Integrated  Marketing  Communications  

communications  and  consumer  behavio

ur  

2              T

heories  of    

linear  model  of  communication  

sender   message   receiver  

encode   decode  

Schramm,  1954  

 feedback  

linear  model  of  communication  

sender   message   receiver  

encode   decode  

Schramm,  1954  

 feedback  

noise  

         two-­‐step  model...    

Mass  Media    

Lazarsfeld  and  Katz,  1955  

opinion  leader  

receiver  

receiver   receiver  

receiver  

opinion  leader  

receiver  

receiver   receiver  

receiver  

         multi-­‐step  model...    

Mass  Media    

Lazarsfeld  and  Katz,  1955  

opinion  leader  

receiver  

receiver   receiver  

receiver  

opinion  leader  

receiver  

receiver   receiver  

receiver  

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  

opinion  leaders  and  slice  of  life...  

diffusion  of  innovations...  

Rogers,  1962  

Early  majority  34%  

Late  majority  34%   Laggards  

16%  

Early  adopters  13½%  

Innovators  2½%  

Market  %  

Time  

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  

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  

opinion  formers...  People  who  inXluence  because  of  their  status  

       Often  used  for  things  like  pharmaceuticals  

Raise  the  proXile  of  various  social  issues  

Consumer  Decision-­‐making  

Problem/  Need  Recognition  

Information  Search  

Evaluation  of  Alternatives  

Purchase  Decision  

Evaluation  of  Purchase  

Fill,  2009  

Types  of  Purchase…  

Routinised  response  

     Limited  problem  solving  

             Extended  problem  solving  

Fill,  2009  

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  

Perceived  Risks…  

Financial  

Performance  

Social  

Ego  

Physical  

Time  

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  

Consumer  Attitudes  and  Behaviour…  

Cognitive  

Affective  

Conative  

Fill,  2009  

learning…  

feeling…  

doing…  

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  

Business  Decision-­‐making  

Problem/  Need  Recognition  

Product  speciXication  

Supplier  and  product  search  

Supplier  selection  

Evaluation  of  Purchase  

Fill,  2009  

Evaluation  of  proposals  

Decision  Making  Unit  

Comprised  of  the  following  roles…  

gatekeeper  

inXluencer  

initiator  

End  user  

decider  

buyer  

Business  buy  classes  

New  buy  

ModiXied  Rebuy  

Straight  Rebuy  

Fill,  2009  

Xirst  time  

modiXications  

routine  

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