how do marketing commmunications work

How doMarketing Communications work ?

To implement the right communications program, all the marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning.

Two Models in marketing communications

MACRO

MACRO MODEL

Nine Key Factors

Senders must know what audiences they want to get

MACRO MODEL

MACRO MODELMessage must reach target customers

MACRO MODEL

Must develop feedback channels to monitor responses

MACRO MODEL

Following process may be operating during communication

Selective Attention

Selective Retention

Selective Distortion

micro

MICRO MODEL

Response Hierarchy Models

AIDA MODEL

HIERARCHY OF EFFECTS MODEL

INNOVATION-ADOPTION MODES

COMMUNICATIONS MODEL

MICRO MODEL

STAGESSTAGES

MICRO MODEL

MICRO MODEL

MICRO MODEL

MICRO MODEL

LEARN-FEEL-DO SEQUENCE

Appropriate when the audience has high involvement with a product category percieved to have high differentiation.

MICRO MODEL

DO-FEEL-LEARN SEQUENCE

Appropriate when the audience has high involvement but percieves little or no differentiation within the product category.

MICRO MODEL

LEARN-DO-FEEL SEQUENCE

Appropriate when the audience has low involvement and percieves little differentiation.

MICRO MODEL

Hierarchy-of-effects model

Assume high involvement and high differentiation, the HIERARCHY-OF-EFFECTS model.

Let' us Illustrate

MICRO MODELHierarchy-of-effects model

AWARENESS

Communicator's task is to build awarenesss

MICRO MODELHierarchy-of-effects model

KNOWLEDGE

Target audience might have brand awareness but not know much more.

Company must develop brand knowledge as communication objective

MICRO MODEL

LIKING

How people feel about the brand ? Build LIKING of people

Hierarchy-of-effects model

MICRO MODELHierarchy-of-effects model

PREFERENCE

Target audience might like the product but not preferCompany must build preference by comparision with likely COMPETITORS

MICRO MODELHierarchy-of-effects model

CONVICTION

Build conviction among interested customers

MICRO MODELHierarchy-of-effects model

PURCHASE

Company must lead consumers to purchase their product

Lower Price

Offer Permium Let them try out

Created by Hardik Wadhwa, IIT BHU,

during an internship by Prof. Sameer Mathur, IIM Lucknow