Positioning in Marketing Communications How consumers process and respond to marketing communications stimuli and make choices among brands Two models.

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Positioning in Marketing Communications How consumers process and respond to marketing communications stimuli and make choices among brands Two models of consumer behavior »

Positioning in Marketing Communications Consumer Processing Model (CPM)

Positioning in Marketing Communications Hedonic, Experiential Model (HEM)

The 8 Stages of Consumer Information Processing CPMCPM

Consumer Information Processing: Stage 1 Exposure to information Consumers come in contact with the marketer’s message Gaining exposure is a necessary but insufficient for communication success A function of key managerial decisions regarding:

The 8 Stages of Consumer Information Processing CPMCPM

Selective Attention: Stage 2 How to attract consumers attention:

Use of Novel Stimuli Illustration of novelty in advertising

Use of Novel Stimuli Illustration of novelty in advertising

Use of Intense Stimuli Use of intensity to attract attention

The 8 Stages of Consumer Information Processing CPMCPM

CPMCPM

Consumer Information Processing: Stage 4 Agreement with what is comprehended Whether consumers yield to (that is, agree with) what they have comprehended

Agreement: Stage 4 Comprehension by itself does not ensure that the message influences consumers’ behavior Agreement depends on:

The 8 Stages of Consumer Information Processing CPMCPM

CPMCPM

Retention and Search/Retrieval of Stored Information These two information processing stages, retention and information search and retrieval, both involve memory factors related to consumer choice

A Consumer’s Knowledge Structure for the Mini Couper Two-Seater Cute Fun to drive British ReliableSophisticated Small Sports car Mini Couper Little luggage space Economical Nostalgic Sexy British racing green Women

The 8 Stages of Consumer Information Processing CPMCPM

Action: Stage 8 Action on the basis of the decision People do not always behave in a manner consistent with their preferences due to the presence of events, or situational factors Situational factors are especially prevalent in low-involvement consumer behavior

Positioning via Brand Benefits Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of needs. Experiential NeedsSymbolic NeedsFunctional Needs

An Appeal to Functional Needs Products that attempt to fulfill the consumer’s consumption-related problems