Evolution Of Communication Models<br />Communication theory tells us that a customer goes through various stages before making the actual purchase. Effective advertising should facilitate the movement of a customer towards the purchase stage. <br />A lot of research has been carried out to study the behavior of customers. <br />Most of the models use what is called hierarchy-of-effects. Hierarchy-of-effects was a concept first developed to study personal selling and then adapted to advertising. <br />
CONT.<br />The development of these models can be classified into three phases-<br />Early Development Phase(1898 to 1960s)<br />Modern Development Phase(1961 to the mid- 1970s)<br />Challenge & Defence Period(1973 onwards)<br />
Perception<br />To the consumer, perception is truth. A perception may not be correct, but it is what they know, and what they know is all they need to know. <br />This new "sound bite" approach to gathering marketing information demands that a marketer's statements about products or services must be Clear, Concise, Consistent, and Comprehensible through all forms of communication or the consumer will simply ignore them. <br /> Any minor inconsistency that does not match the existing "mind map" and will be ignored.<br />
MODEL BY JOYCE<br />In 1991, T. Joyce suggested a new model for marketing communication.<br />The Joyce model concentrates on three areas, viz. advertising, purchasing behavior and consumer attitudes.<br />It is assumed that there is a continuous cycle of events in the three areas and change in one of the areas affects the other areas.<br />
Pictorial view of model by Joyce<br />ADVERTISING<br />Reminder<br />Modify <br />Reinforce <br />Selective <br />perception<br />Attention<br />Experience, reduce <br /> dissonance<br />PURCHASING<br />ATTITUDES<br />reinforced<br />interest<br />Consistency <br />Habit<br />
REMARKS<br /><ul><li>Consumer attitudes refer to the positive or negative feeling of an individual towards a product or service.
The attitudes are developed by personal experiences in the past or the experiences of others.
The attitude is a psychographic characteristic and depends on-
culture too. </li></li></ul><li>CONT.<br />It is assumed that if the attitude towards a product is favorable, then the person is most likely to buy the product. <br /><ul><li>The advertisement is deemed effective if it is capable of changing the viewer’s attitude in favor of the product being advertised.
It is not only difficult to change consumers attitude, but is also time consuming. </li></li></ul><li>POINTS TO BE NOTED:<br /><ul><li>It has to be kept in mind here that there is a chance that the customer may view an advertisement in some other context.
Attitudes are also affected by purchasing. If after purchase the customer is not satisfied, then he/she forms a negative attitude to the product . </li></li></ul><li>