Anuradha Dogra

Faculty DBS: Anuradha Dogra

 Message
Sender Encoding Decoding Receiver
Media

Noise

Feedback Response

Faculty DBS: Anuradha Dogra

 Advertising
 Direct marketing
 Sales Promotion
 Personal selling
 PR and Publicity
Each of these has its own uses and
limitations and hence a judicious mix is
employed by most companies.

Faculty DBS: Anuradha Dogra

 This brings about synergy and better use of
communication funds
 Balancing the „push‟ and „pull‟ strategies
 Improves the company‟s ability to reach the
right consumer at the right place at the right
time with the right message.

Faculty DBS: Anuradha Dogra

 Selective attention
 Selective distortion
 Selective retention

Faculty DBS: Anuradha Dogra

 when the recipient‟s source of
communication is single
 When message is in line with recipients
opinions and beliefs
 When issues are unfamiliar or peripheral
issues
 When the source is an expert, of high
status, likeable, has power and can be
identified with
 When social context or reference group will
mediate the communication and influence
acceptability

Faculty DBS: Anuradha Dogra

 After identifying the target audience, determine
the communication objective is the second
important step in marketing communication
planning process. The marketer can be seeking a
cognitive, affective, or behavioral response. That
is, the marketer might want to put something
into the consumer‟s mind, change in attitude, or
get the consumer to act. There are different
models of consumer response stages. Following
figure summarizes the four best-know response
hierarchy model.

Faculty DBS: Anuradha Dogra

 AIDA HIERARCHY- INNOVATIO- COMMUNICA
STAGES OF-EFFECT ADOPTION -TION
MODEL
MODEL MODEL MODEL

Cognitive Awareness Exposure

Stage Attention Knowledge Awareness Reception

(Knowing)
Cognitive
response

Affective Linkage Interest

Interest Attitude
Stage Preference
Desire Evaluation Intention
Conviction

Behavior Trial
Action
stage Purchase
Adoption Behavior

Faculty DBS: Anuradha Dogra

 All these models assume that the buyer passes
through a cognitive, affective, and behavioral
stage, in that order. “Learn-feel-do” sequence is
appropriate when the audience has high
involvement with a product category perceived to
have high differentiation. E.g. as in purchasing an
automobile.

Faculty DBS: Anuradha Dogra

 An alternative sequence, “do-feel-learn,”
is relevant when the audience has high
involvement but perceived little or no
differentiation within the product category, as
in purchasing aluminum siding.

Faculty DBS: Anuradha Dogra

 A third sequence, “learn-do-feel”, is
relevant when the audience has low
involvement and perceive little differentiation
within the product category, as in purchasing
salt. By choosing the right sequence, the
marketer can do a better job of planning
communications.

Faculty DBS: Anuradha Dogra

 The most important factors to be considered in
planning advertising, is an understanding of the
communication and persuasion process. Means the
communication and persuasion process totally focus on
the efforts of advertiser for maximizing the impact of
advertisement on consumer.

Faculty DBS: Anuradha Dogra

Model of the advertising communication
system.
Advertising exposure model.

Faculty DBS: Anuradha Dogra

 Perception
process

Source Receiver
Message Destination
(Advertiser) (Audience)
Channel Channel
(Media) (Word-of-
mouth)

Fig:- Model of Advertising Communication System

Faculty DBS: Anuradha Dogra

 Above figure shows one simple model of the
advertising communication system. Advertising
communication always involves a perception process
and four of the elements shown in the model: the
source, a message, a communication channel, and a
receiver. In addition the receiver will sometimes
become a source of information by taking to friends or
associates. This type of communication is termed
word-of-mouth communication, and it involve social
interactions between tow or more people and the
important ideas of group influence and the diffusion of
information.

Faculty DBS: Anuradha Dogra

 Source: - the source of a message in the
advertising communication is point of which the
message originates. There are many types of
„sources‟ in the context of advertising, such as the
company offering the product, the particular brand,
or the spokesperson used.

Faculty DBS: Anuradha Dogra

 Message: - the message refers to both the content
and execution of the advertisement. It is the totality
of what is perceived by the receiver of the message.
The message can executed in in a great variety of
ways.

Faculty DBS: Anuradha Dogra

 The advertising message can have a variety of effects
upon the receiver;
1. Create awareness.
2. Communication information about attributes and
benefits.
3. Develop or change an image or personality.
4. Associate a brand with feeling and emotions.
5. Create group norms.
6. Participate behavior.

Faculty DBS: Anuradha Dogra

 Channel: - the message is transmitted through some
channel from the source to the receiver. The channel in an
advertisement communication system consists of one or
more kinds of media. The impact of the communication
can be different for different media. Word-of-mouth
communication, as mentioned above, represents another
channel that is of special interest because it can sometimes
play a key role in an advertising campaign.

Faculty DBS: Anuradha Dogra

 Receiver: - the receiver in an advertising
communication system is also called the target
audience. Thus, the receiver can be described in
terms of audience segmentation variables, lifestyle,
benefits sought, demographics, and so on.

Faculty DBS: Anuradha Dogra

 Destination: - the communication model does
not stop at the receiver but allows for the
possibilities that the initial receiver might engage in
word-of-mouth communication to the ultimate
destination of the message. The receiver then
becomes an interim source and the destination
becomes another receiver.

Faculty DBS: Anuradha Dogra

 The following figure also presents another model
of the communication and persuasion processes
that can after consumers are exposed to an
advertisement. This model suggest;

Faculty DBS: Anuradha Dogra

 Awareness/Familiarity
with brand

Information on Brand
Attributes and benefits

Creation of brand
image/personality
Brand Purchase
Ad. Exposure
Attitude Behavior
Association of feelings
With brands

Linkage of brand with

peers,
experts and group norms

Remainder or inducement
About brand trial

Fig: -ADVERTISING EXPOSURE MODEL OF COMMUNICATION AND PERSUASION PROCESS.

Faculty DBS: Anuradha Dogra
1. Exposure to the advertisement can create awareness
about the brand, leading to a feeling of familiarity with it.
2. Information about the brand benefit‟s and the attributes
on which the benefits are based can register with the
consumer can also result from exposure to the ad.
3. Advertisement can also generate feelings in an audience
that they being to associate with the brand or its
consumption.

Faculty DBS: Anuradha Dogra

4. Through the choice of the spokesperson and various
executionel devices, the advertisement can lead to the
creation of an image for the brand, often called “brand
personality”.
5. The advertisement can create the impression that the
brand is favored by the consumer‟s peers, or experts. This
is often how products and brands are presented as being
fashionable.

Faculty DBS: Anuradha Dogra

 These five effects can create a favorable linking,
or attitude, towards the brand, which in turn should
lead to purchasing action. Sometimes the advertiser
will attempt to fast purchasing action directly by
providing a reminder or by attacking reasons why
the consumer may be postponing that action.

Faculty DBS: Anuradha Dogra

 These two models helps IMC manager to
understand how and why consumers acquire,
process, and use advertising information. It is also
important at the planning stage to develop a good
understanding of where advertising fits into the
total pool of information and influence sources to
which a consumer is exposed.

Faculty DBS: Anuradha Dogra