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MODELLING FOR MARKETING MODELLING FOR MARKETING COMMUNICATION COMMUNICATION
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Modelling for Marketing Communication (1)

Nov 08, 2015

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Aadil Azeez

Marketing communication
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  • MODELLING FOR MARKETING COMMUNICATION

  • BLACK BOX MODEL(STIMULUS RESPONSE MODEL)Attempts to study the effects of external factors on buyer behavior.

    Customers mind is an impregnable black box.

    Only the I/P and O/P are measured

    Effects of multiple advertisements are not considered.

  • BLACK BOX MODEL (STIMULUS RESPONSE MODELBLACK BOXExternal FactorsResponse Economic and Geographic F Cultural FSocial FPersonal FMarketing Communication Information Opinions and Attitudes Behavior

    Information ProcessingDecision Making Process

  • 2. AIDAS MODELSt. ELMO LEWIS (1900)AttractATTENTIONMaintainINTERESTCreateDESIREGet the Consumer to ACTAIDA MODEL by ELMO LEWIS

  • 2. AIDAS MODELINTERESTDESIREACTIONFavorableATTENTIONPERMANENT SATISFACTIONARTHUR FREDRIC SHELDON (1911)Customers go through all the five stages sequentiallyAIDAS MODEL by FREDRIC SHELDON

  • 2. AIDAS MODELEDWARD K STRONG (1925)Elaborated the hierarchical model used in personal selling for the advertisement world.AIDAS MODEL by EDWARD K STRONG INTERESTDESIREACTIONATTENTIONSATISFACTIONCognitiveAffectiveBehavioral

  • 3. Lavidge & Steiner ModelRobert J Lavidge & Gary A Steiner (1961)Included PERSUASION as an important factorConsiders LT effect of ads too

  • 3. Lavidge & Steiner Model(Learn-Feel-Do)KNOWLEDGELIKINGPREFERENCEAWARENESSCONVICTIONCognitiveAffectiveConativePURCHASE

  • Hyundai plans to launch its brand Santro in Indian market. Advertisement started in Jun 1998. The communication strategy was an important part of the launch strategy. The advertising contract of Hyundai's Santro was given to Saatchi and Saatchi and Bollywood star Sahrukh Khan was signed as a brand ambassador.

  • KNOWLEDGELIKINGPREFERENCEAWARENESSCONVICTIONCognitiveAffectiveConativePURCHASELavidge & Steiner Model: Criticism by Kristan PaldaDoubts over the relationship between the three psychological components1. IT CANNOT BE PROVED THAT a).Change in awareness occurs only before the actual purchase.b).Attitude affects behavior in a sequential basis2. Conviction is not a guarantee for purchase

  • 4. DAGMAR MODELBY RUSSEL H CONEY (1961)Achievement of a hierarchy-of- communications objectives leads to actual purchase.Marketing Goals and Advertising Goals are Different.

    ACTIONPurchase is madeCONVICTIONEmotional decision of preferring one brand to otherCOMPREHENSIONAware of Product features, uses, brand name and logoAWARENESSAware of the product

  • High Involvement L-F-D hierarchy.

    Effectiveness of the Advertisement can be measured in terms of its ability to move the customer along the hierarchy.

    Enables the marketer to define target market for the commercial DAGMAR MODELBY RUSSEL H CONEY (1961)

  • 5. MODEL BY T JOYCE (1991)ADVERTISINGPURCHASINGATTITUDESConsistencyHabitThere is a continuous cycle of events in the THREE areas and they affect each other

  • 5. MODEL BY T JOYCE (1991)ADVERTISINGPURCHASINGATTITUDESAttentionReminderSelective PerceptionModify reinforceArouse Reinforce interestExperience Reduce DissonanceConsistencyHabit

  • 6. HEIGHTENED APPRECIATION MODELIdentify an important attribute of the product category. Advertisement should convey the link between the BRAND and that attribute. Advertising STRESSES a specific aspect/ATTRIBUTE of the BrandBrand has intermittent usage and adequate imageBrand has more frequent usage and enhanced imagePre campaignCampaignPost campaign

  • 6. HEIGHTENED APPRECIATION MODELAdvertising STRESSES a specific aspect/ATTRIBUTE of the BrandHeightened Appreciation of the Brand attribute in useBrand has intermittent usage and adequate imageBrand has more frequent usage and enhanced imageGradual Change TowardsPre campaignCampaignPost campaign

  • Clive Myrie-The first international journalist on the scene of the Mozambique floods ,

  • 7. FCB MODEL BY RICHARD VAUGHN (1980)Help identify advertising objective and design the campaign, especially decisions on the type of message to create.Integrates traditional theories and hierarchy models.Divides ad strategy based on TWO dimensionsTHINKING AND FEELINGINVOLVEMENTHigh InvolvementFeelingLow InvolvementThinking

  • 7. FCB MODEL BY RICHARD VAUGHN (1980)High InvolvementFeelingLow InvolvementThinking

  • 7. FCB MODEL BY RICHARD VAUGHN (1980)Life InsuranceHousePerfumes Cosmetics JewelryHousehold items Insect repellant Clothes PinsCigarettes Regular beer GumGreeting Card High InvolvementFeelingLow InvolvementThinking

  • 7. FCB MODEL BY RICHARD VAUGHN (1980)1. INFORMATIVE Life InsuranceHouse2. AFFECTIVEPerfumes Cosmetics JewelrySports Goods3. HABIT FORMATIONHousehold items Insect repellant Clothes Pins4. SELF-SATISFACTIONCigarettes, Movies, Regular beer Gum, Greeting Card High InvolvementFeelingLow InvolvementThinkingLEARN- FEEL-DOFEEL-LEARN- DODO-FEEL-LEARNDO-LEARN-FEEL

  • 7. FCB MODEL AND MESSAGE DECISIONS1. INFORMATIVE 2. AFFECTIVE3. HABIT FORMATION4. SELF-SATISFACTIONHigh InvolvementFeelingLow InvolvementThinkingDemonstrationSpecific DetailsFacilitate attitude changeExecution Oriented Impact basedEmotion orientedAttention GathererPOP, Billboards, Newspaper adsReminder typesSmall print ads SP programs

  • SummaryAIDASLavidge & SteinerDAGMARJoyceFCBHeightened AppreciationBased on S- R theoryCustomer Follows AIDASCustomer goes through 6 stages in sequential mannerAwareness, Comprehension, Conviction and ActionAdvertising-Purchasing- Attitudes InterrelationshipAd strategy should be based on distinct and important ATTRIBUTE of the BrandInvolvement Vs Thinking >>Feeling

  • SummaryEARLY DEVELOPMENT PHASE(1898-1960)MODERN DEVELOPMENT PHASE (1961-70)CHALLENGES AND DEFENSE (1973- )LOGIC & INTUTIONAIDASLAVIDGE AND STEINER DAGMARTHREE ORDER MODELFCB MODEL