MRK317 Integrated Marketing Communication Chapter 4 Communication Process Models

Marianne Marando Winter 2005 Review from last class

Marianne Marando Winter 2005 Consumer Decision Making Process Need Recognition Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation

Marianne Marando Winter 2005 Maslow’s Hierarchy of Needs Physiological needs (hunger, thirst) Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (self-esteem, recognition, status) Self-actualization needs (self-development, realization)

Marianne Marando Winter 2005 Selective Retention The Selective Perception Process Selective Comprehension Selective Attention Selective Exposure Consumers choose whether or not to make themselves available for information. Consumer focuses on certain stimuli while excluding others. Interpreting information based on their own attitudes, beliefs, motives and experiences. Consumers do not remember everything they see, hear, or read.

Marianne Marando Winter 2005 Evaluation of Alternatives All available brands Brand ABrand BBrand CBrand DBrand E Brand FBrand GBrand HBrand IBrand J Brand KBrand LBrand MBrand NBrand O Evoked Set of Brands Brand BBrand E Brand I Brand M Brand F

Marianne Marando Winter 2005 Consumer Attitudes  Learned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object.  Summarize consumer’s evaluation of an object and represent positive or negative feelings and behaviours.

Marianne Marando Winter 2005 Attitude Change Strategies  Increase or change the strength or belief rating of a brand on an important attribute  Change consumers’ perceptions of the importance or value of an attribute  Add a new attribute to the attitude formation process  Change perceptions of belief ratings for a competing brand

Marianne Marando Winter 2005 Environmental Influences on Consumers Culture Subculture Social class Reference groups Situations

Marianne Marando Winter 2005 Chapter Objectives – Chapter 4  To understand the basic elements of the communication process and the role of communications in marketing.  To examine various models of the communication process.  To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy.

Marianne Marando Winter 2005 What happens when communication goes wrong …..

Marianne Marando Winter 2005 The Communications Process Fields of Experience Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

Marianne Marando Winter 2005 An object A sign/symbol An interpretant SEMIOTICS

Marianne Marando Winter 2005 Examples …

Marianne Marando Winter 2005 The Communications Process Fields of Experience Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

Marianne Marando Winter 2005 Encoding / Decoding Symbols  Graphic Pictures Drawings Charts  Musical Arrangement Instrumentation Voice or chorus  Verbal Spoken word Written word Song lyrics  Animation Action / motion Pace / speed Shape / form

Marianne Marando Winter 2005 The Communications Process Fields of Experience Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

Marianne Marando Winter 2005 Experiential Overlap Sender Experience Sender Experience Receiver Experience Receiver Experience Different Worlds Sender Experience Sender Experience Receiver Experience Receiver Experience Sender Experience Sender Experience High Commonality Receiver Experience Moderate Commonality

Marianne Marando Winter 2005

Marianne Marando Winter 2005

Marianne Marando Winter 2005 Traditional Response Hierarchy Models  Developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behaviour

Marianne Marando Winter 2005 Models of the Response Process (Fig. 4-3) Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action

Marianne Marando Winter 2005 Models of the Response Process (Fig. 4-3) Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase

Marianne Marando Winter 2005 Models of the Response Process (Fig. 4-3) Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Adoption

Marianne Marando Winter 2005 Models of the Response Process (Fig. 4-3) Stages Cognitive Affective Behavioral AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Information Processing Presentation Attention Comprehension Yielding Retention Behavior Adoption

Marianne Marando Winter 2005 What do all of the models have in common?  Series of steps  From non-awareness to purchase  All follow same sequence: Think Feel Do

Marianne Marando Winter 2005 What do all of the models have in common?  Series of steps  From non-awareness to purchase  All follow same sequence: Think Feel Do ( learn ) Cognitive Affective Conative

Marianne Marando Winter 2005  Can you think of an example of when you followed this traditional model?  Do consumers always follow that model?  Can you think of an example of when you didn’t follow the traditional model?

Marianne Marando Winter 2005 Three Alternative Response Models  The Learning Model  The Dissonance/Attribution Hierarchy  The Low-Involvement Hierarchy

Marianne Marando Winter 2005 An Alternative Response Hierarchy (Fig.4-5) High Low High Low Topical Involvement Perceived product differentiation Learning Model Cognitive Affective Conative

Marianne Marando Winter 2005 An Alternative Response Hierarchy (Fig.4-5) High Low High Low Topical Involvement Perceived product differentiation Learning Model Dissonance/ Attribution Model Cognitive Affective Conative Affective Cognitive

Marianne Marando Winter 2005 An Alternative Response Hierarchy (Fig.4-5) High Low High Low Topical Involvement Perceived product differentiation Learning Model Involvement Model Dissonance/ Attribution Model Cognitive Affective Conative Affective Cognitive Conative Affective

Marianne Marando Winter 2005 Integrated Information Response Model  Involves traditional and low-involvement response hierarchy models  Suggests that different response patterns that can result from advertising

Marianne Marando Winter 2005 Low Involvement Model Learn – Do -- Feel Low involvement products – little knowledge exists prior to purchase Attitudes are formed after actual purchase Communication should encourage trial Consumers less likely to focus on actual content – but on jingles, slogans, music Short messages, and repetition is important Repeated use may lead to higher commitment

Marianne Marando Winter 2005 High Involvement Model Learn – Feel – Do Focus of communication should be on product and feature demonstration in order to develop higher level beliefs Ads are very detailed with a great deal of information that the consumer can use for decision making

Marianne Marando Winter 2005 Dissonance Attribution Model Do – Feel – Learn Consumers act first – think later May happen when products appear similar Role of advertising – to reduce cognitive dissonance

Marianne Marando Winter 2005 What does all of this mean? Implications:  Consumers respond differently to marketing communication – different promotional strategies are needed for different situations  Marketers need to examine the communication situation for their product and try to determine which type of response process is likely to occur

Marianne Marando Winter 2005 Purchase of a new car  What response model is the consumer likely to follow?  What are the promotional implications?

Marianne Marando Winter 2005 Purchase of Shampoo  What response model is the consumer likely to follow?  What are the promotional implications?