...understanding communications

1. Integrated Marketing Communications
communications and consumer behaviour
2
Theories of

2. linear model
of communication
sender message receiver
encode decode
Schramm, 1954
feedback

3. linear model
of communication
sender message receiver
encode decode
Schramm, 1954
feedback

4. two-step model...
Mass Media
Lazarsfeld and Katz, 1955
opinion
leader
receiver
receiver receiver
receiver

5. multi-step model...
Lazarsfeld and Katz, 1955
Mass Media
receiver
receiver receiver
receiver
opinion
leader

6. Smith and Taylor, 2001
opinion
leader
receiver
receiver
receiver
receiver
receiver
opinion
leader
sender
receiver
networked model..

7. opinion leaders...
‘Ordinary’ people who seek out information
Passed on to family, friends, work
colleagues, social groups
Receptive to new ideas, ‘early adopters’
Advertisers sometimes use these ‘ordinary’ people

8. diffusion of innovations...
Rogers, 1962
Early
majority
34%
Late
majority
34% Laggards
16%
Early
adopters
13½%
Innovators
2½%
Market %
Time

9. opinion leaders and slice of life...

10. opinion formers...
People who influence because of their status
Often used for things like pharmaceuticals
Raise the profile of various social issues

11. opinion formers...

13. …Consumer Decision-making
Problem/ Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Evaluation of Purchase
Fill, 2009

14. Types of Purchase…
Routinised response
Limited problem solving
Extended problem solving
Fill, 2009

15. Three stages of involvement…
Context
Influencers
Outcomes
Fill, 2009
Individual context, reasons for purchase, nature of
product, stimulus
Level of personal relevance – high or low, duration
Low involvement… behaviour then attitude
High involvement… attitude then behaviour

16. Perceived Risks…
Financial
Performance
Social
Ego
Physical
Time

17. Factors influencing consumers
Individual…
Perception, personality, motivation, attitude
Group…
Social class, culture, reference groups, family…
Situational
… Socio-cultural, technological, economic, political, regulatory…
Marketing
… Product, price, place, promotion, people, process, physical evidence

18. Consumer Attitudes and Behaviour…
Cognitive
Affective
Conative
Fill, 2016
learning…
feeling…
doing…

19. response hierarchy models…
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
cognitive
affective
conative
AIDA
The Innovation-
Adoption Model
The Hierarchy-of-
Effects Model
DAGMAR
Colley, 1961 Lavidge and
Steiner, 1961
Lewis, 1898 Rogers, 1962

20. Business Decision-making
Problem/ Need Recognition
Product specification
Supplier and product search
Supplier selection
Evaluation of Purchase
Fill, 2009
Evaluation of proposals

21. Decision Making Unit
Comprised of the following roles…
gatekeeper
influencer
initiator
End user
decider
buyer

22. Business buy classes
New buy
Modified Rebuy
Straight Rebuy
Fill, 2009
first time
modifications
routine

23. What’s important here?
The behaviour varies dependent on a variety of factors
Some decision-making processes are very linear and
basic
Integrated marketing communications need to be based
on an understanding of the decision making processes
Ultimately, content and style of message as well as media
choices and tools are influenced…
…by the needs and behaviour of the receiver