MRK317 Integrated Marketing Communication

1
MRK317Integrated Marketing Communication

• Chapter 4
• Communication Process Models

2
Review from last class
3
Consumer Decision Making Process

4
Maslows Hierarchy of Needs
Physiological needs (hunger, thirst)
5
The Selective Perception Process
Consumers choose whether or not to make
themselves available for information.
Selective Exposure
Selective Attention
Consumer focuses on certain stimuli while
excluding others.
Selective Comprehension
Interpreting information based on their own
attitudes, beliefs, motives and experiences.
Selective Retention
Consumers do not remember everything they see,
hear, or read.
6
Evaluation of Alternatives
All available brands
7
Consumer Attitudes

• Learned predispositions to respond toward an
  objectan individuals overall feelings toward or
  evaluation of an object.
• Summarize consumers evaluation of an object and
  represent positive or negative feelings and
  behaviours.

8
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

9
Environmental Influences on Consumers
10
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.

11
What happens when communication goes wrong ..
12
The Communications Process
Noise
13
An object
SEMIOTICS
A sign/symbol
An interpretant
14
Examples
15
The Communications Process
Noise
16
Encoding / Decoding Symbols

• Verbal
• Spoken word
• Written word
• Song lyrics
• Animation
• Action / motion
• Pace / speed
• Shape / form

• Graphic
• Pictures
• Drawings
• Charts
• Musical
• Arrangement
• Instrumentation
• Voice or chorus

17
The Communications Process
Noise
18
Experiential Overlap
Moderate Commonality
19
(No Transcript)
20
(No Transcript)
21
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

22
Models of the Response Process (Fig. 4-3)
23
Models of the Response Process (Fig. 4-3)
24
Models of the Response Process (Fig. 4-3)
Adoption
25
Models of the Response Process (Fig. 4-3)
Adoption
26
What do all of the models have in common?

• Series of steps
• From non-awareness to purchase
• All follow same sequence
• Think Feel Do

27
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

28

• 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 didnt
  follow the traditional model?

29
Three Alternative Response Models

• The Learning Model
• The Dissonance/Attribution Hierarchy
• The Low-Involvement Hierarchy

30
An Alternative Response Hierarchy (Fig.4-5)
31
An Alternative Response Hierarchy (Fig.4-5)
32
An Alternative Response Hierarchy (Fig.4-5)
33
Integrated Information Response Model

• Involves traditional and low-involvement response
  hierarchy models
• Suggests that different response patterns that
  can result from advertising

34
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

35
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

36
Dissonance Attribution Model

• Do Feel Learn
• Consumers act first think later
• May happen when products appear similar
• Role of advertising to reduce cognitive
  dissonance

37
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

38
Purchase of a new car

• What response model is the consumer likely to
  follow?
• What are the promotional implications?

39
Purchase of Shampoo

• What response model is the consumer likely to
  follow?
• What are the promotional implications?