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How do marketing communications work

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Sameer Mathur
Sameer Mathur

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How do Marketing Communications Work?
1.Macromodel:The Process of Communication 2.Micromodel: Stages of Consumers responses to communication
Noise here is Random Competing messages that may interfere with the intended information.
Stages AIDA Model Hierarchy-of-effects Model Innovation-Adoption Model Communications Model Cognitive Stage Attention Awareness Knowledge Awareness Exposure Reception Cognitive Response Affective Stage Interest Desire Liking Preference Conviction Interest Evaluation Attitude Intention Behaviour Stage Action Purchase Trial Adoption Behaviour
An another alternative is Do-feel-learn sequence which is relevant when the audience has high involvement but perceives little differentiation within the product category, such as choosing an airline
A third alternative “learn- feel-do” is relevant when the audience has low involvement and perceives little differentiation such as with salt or batteries.
Disclaimer: These slides were created by Preetham V Raikar, IIT Madras during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )

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