This presentation shows how marketing communications work

1. How d
WorkNikunj G Katkoria
NIT Surat

2. Marketers should
understand

3. Fundamental elements of
Effective C
O
M
M
U
N
I
C
A
T
I
O
N

4. Models
Macromodel
Micromodel

7. 9 Key features

8. 2 Major
Parties
Sender Receiver

9. 2 Major
Tools
Message Media

10. 4 Major
Communication
Functions
Encoding
Decoding
Response
Feedback

11. And the last element

12. Random and competing messages
That may interfere with the intended c

13. Senders must know

14. Target Audienc

15. Expected Responses

16. Sender Receiver

17. Targeting the audience

19. Message is effective when

20. Field of experience of sender
overlaps
that of receiver

21. Operating processes during
communication
Selective
Attention
Selective
Distortion
Selective
Retention

23. 3 Stages

24. Attention Interest Desire Action
Cognitive Stage Affective Stage Behavior Stage

25. Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Cognitive Stage
Affective Stage
Behavior Stage
Hierarchy-of-Effects Model

26. Awareness
Interest
Evaluation
Trial
Adoption
Innovation-Adoption Model
Cognitive Stage
Affective Stage
Behavior Stage

27. Cognitive Stage Affective Stage Behavior
Stage
Communication Model

28. Learn-feel-do Sequence
When audience has high involvement with product
category perceived to have high differentiation

29. Do-feel-learn Sequence
When audience has high involvement with product
category but perceives little or no differentiation

30. Learn-do-feel Sequence
When audience has low involvement with product
category and perceives little or no differentiation

31. Assuming learn-feel-do sequence, Hierarchy-of-
effects model can be illustrated as:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

32. Thank you