01-11-2017

IMC Lecture no 7

Understanding The Communication Process

Integrated Marketing Communications Prof. Rajesh Prasad 1

LECTURE TAKEAWAYS

• Communication & its process

• Traditional & alternative consumer response
hierarchies
• Consumer involvement & factors and models in
measuring it
• Cognitive processing & its effect on attitudes
regarding ads

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VODAFONE’S COMMUNICATION WAS SIMPLE,

YET EFFECTIVE

Integrated Marketing Communications Prof. Rajesh Prasad 3

COMMUNICATION
Communication = Exchange of information between 2 or more parties
Message Content, structure, format, tone Message

Sender/ Source Channel Receiver

Encoding Decoding

Credibility Comprehension skills

Attractiveness Attitude

Power Demographic profile

Communication skills Knowledge

Culture Culture
Noise/Entropy
Social system Social system

Feedback

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THE IMPORTANCE OF SYMBOLS & SOURCE IN

COMMUNICATION

Integrated Marketing Communications Prof. Rajesh Prasad 5

WHAT MESSAGES ARE DECODED IN THE

FOLLOWING ADS?

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TRADITIONAL CONSUMER RESPONSE

HIERARCHY MODELS

INNOVATION INFORMATION
HIERARCHY OF
STAGES AIDA MODEL ADOPTION PROCESSING
EFFECTS MODEL
MODEL MODEL

PRESENTATION
COGNITIVE AWARENESS
ATTENTION AWARENESS ATTENTION
STAGE KNOWLEDGE
COMPREHENSION

LIKING
AFFECTIVE INTEREST INTEREST YIELDING
PREFERENCE
STAGE DESIRE EVALUATION RETENTION
CONVICTION

BEHAVIOURAL TRIAL
ACTION PURCHASE BEHAVIOUR
STAGE ADOPTION

Integrated Marketing Communications Prof. Rajesh Prasad 7

ADS TARGETING CONSUMERS AT DIFFERENT

STAGES OF RESPONSE HIERARCHY

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EVALUATING TRADITIONAL RESPONSE

HIERARCHIES

Falsely assumes
that a consumer
always follows
learn-feel-do
response sequence

Helps match
advertising to the
response stage of a
consumer

Integrated Marketing Communications Prof. Rajesh Prasad 9

ALTERNATIVE RESPONSE MODELS

LEARNING
MODEL
Cognitive Affective Conative

DISSONANCE
MODEL Conative Affective Cognitive

LOW-
INVOLVEMENT Cognitive Conative Affective
MODEL

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ALTERNATIVE RESPONSE MODELS

Perceived
Response Product Communicatio
Hierarchy Product Products
Sequence Involvement n Focus
Differentiation

Custom-made
Standard industrial
Learn-feel- Impart
Learning High High products,
do information
Hierarchy consumer
durables

Enhance
Steel tubes,
Dissonance/ personal
Do-feel- electrical
Attribution High Low communication,
learn appliances
Hierarchy reduce cognitive
dissonance

Packaged &
Low- Constant,
Learn-do- convenience
involvement Low Low repetitive
feel goods
Hierarchy exposure

Integrated Marketing Communications Prof. Rajesh Prasad 11

QUICK Q!

What response sequence are consumers likely to

follow in the purchase of a laptop computer?
a. Learn-do-feel
b. Do-feel-learn
c. Learn-feel-do
d. None of the above

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CONSUMER INVOLVEMENT

Consumer factors

-Needs Possible results of

involvement
-Interests
-Importance –Evoking counter-
-Values arguments to ads
– Ad effectiveness to
induce purchase
–Relative importance of
product class
Involvement with –Perceived differences
Product or message factors in product attributes
-Product differentiation -Advertisements – Preference for a
-Communication source -Products particular brand
-Content of communication -Purchase decisions –Influence of price on
choice
–Amount of information
search
–Time spent on
evaluating alternatives
–Type of decision rule
Situational factors used in choice
-Purchase/use occasion

Integrated Marketing Communications Prof. Rajesh Prasad 13

FOOTE CONE & BELDING MODEL (FCB Grid)

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THE KIM-LORD MODEL

• High thinking • High thinking

• Low feeling • High feeling

Computer
Car
Camera
Skin lotion
Cooking
Perfume
oil

Greeting
Detergent
card
Salt
Burger
candles
Cigarettes
• Low thinking • Low thinking
• Low feeling • High feeling

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COGNITIVE RESPONSES

Feelings, beliefs & Consumer attitude after ad

Exposure to ad
experiences exposure

Agree with Persuasive

Positive
Message

Disagree with Persuasive

Negative
Message

Neutral Remain Neutral

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COGNITIVE RESPONSES

Product-oriented Source-oriented Ad-executions

Thoughts Thoughts Thoughts
• Counter • Source • Favourable
arguments derogations attitude towards
• Support • Source bolsters ad
arguments • Unfavourable
attitude towards
ad

Integrated Marketing Communications Prof. Rajesh Prasad 17

COGNITIVE RESPONSE MODEL

COGNITIVE PURCHASE
ATTITUDE
RESPONSES INTENTION

PRODUCT/
BRAND
MESSAGE
ATTITUDES
THOUGHTS

EXPOSURE TO SOURCE-
ADVERTISEME PURCHASE
ORIENTED
INTENTION
NT THOUGHTS

ATTITUDE
AD EXECUTION
TOWARDS THE
THOUGHTS
ADVERTISEMENT

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ELABORATION LIKELIHOOD MODEL A(ELM)

Integrated Marketing Communications Prof. Rajesh Prasad 19

WHAT ROUTES TO PERSUASION WOULD

CONSUMERS NORMALLY FOLLOW IN THESE CASES?

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HERO LEAPS FORWARD WITH

‘HUM MEIN HAI HERO’

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