Howdomarketingcommunicationswork
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The document discusses two models that are useful for understanding how marketing communications work: the macro model and micro model. The macro model focuses on the communication process between a sender, message, media, and receiver. It also describes the major functions of encoding, decoding, response, and feedback. The micro model focuses on consumer responses and discusses the hierarchy-of-effects model whereby marketing moves consumers through the steps of awareness, knowledge, liking, preference, conviction, and ultimately purchase. The document notes that getting a consumer through all these steps has only a 0.0001% probability, highlighting the challenge of marketing communications.
Howdomarketingcommunicationswork
- 1. HOW DO MARKETING COMMUNICATIONS WORK ?
- 2. TO UNDERSTAND IT 2 MODELS ARE USEFUL
- 3. 1) MACROMODEL THEY FOCUS ON THE COMMUNICATION PROCESS
- 5. 1) SENDER - ONE WHO GENERATES THE MESSAGE 2) RECEIVER ¨C TARGET AUDIENCE FOR WHOM THE MESSAGE IS GENERATED
- 6. MAJOR TOOLS 1) MESSAGE- IT IS THE CONTENT 2) MEDIA ¨C THROUGH WHICH THE MESSAGE TRANSMITS
- 7. MAJOR FUNCTIONS 1) ENCODING- SENDER DOES IT SO THAT TARGET AUDIENCE CAN DECODE IT 2) DECODING- DONE BY RECEIVER TO UNDERSTAND THE MESSAGE
- 8. 3) RESPONSE- GIVEN BY THE RECEIVER 4) FEEDBACK- TO MONITOR THE RESPONSES
- 9. MORE THE OVERLAPPING BETWEEN THE RESPECTIVE FIELDS OF EXPERIENCE, MORE EFFECTIVE THE MESSAGE WILL BE
- 10. 2) MICROMODEL THEY FOCUS ON CONSUMER RESPONSES
- 12. LETS TAKE THE HIERARCHY-OF-EFFECTS MODEL (2ND COLUMN IN THE ABOVE TABLE)
- 14. 1) AWARENESS POPULARIZING THE BRAND 2)KNOWLEDGE ENLIGHTENING THE TARGET AUDIENCE ABOUT THE BENEFITS OFFERED BY THE BRAND
- 15. 3)LIKING FEELING OF THE BRAND AMONG THE AUDIENCE- GOOD OR BAD 4)PREFERENCE COMPARING WITH COMPETITORS¡¯ PRODUCTS SO THAT CONSUMERS PREFER IT OVER OTHERS
- 16. 5)CONVICTION SHOWING CONSUMERS IT IS THE BEST SOLUTION TO THEIR PROBLEMS SO THEY MAY BUY IT 6)PURCHASE OFFERING DISCOUNTS,FREE SAMPLING etc. TO INDUCE PURCHASE OF PRODUCT
- 17. IF THE PROBABILITY OF THESE STEPS IS 10% EACH, PROBABILITY OF ALL OCCURRING IS 0.0001%
- 18. IT MEANS A CHANCE OF 1 IN A MILLION
- 21. 2) AD CAUSES CONSUMERS TO PAY ATTENTION 3) AD MOTIVATES CONSUMERS TO PURCHASE THE BRAND
- 22. LASTLY IT CREATES STRONG BRAND ASSOCIATIONS
- 23. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW