Communication Process Models
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Marketing communications models help explain how information is transmitted between companies and consumers. The macromodel outlines the key elements of any communication, including a sender, receiver, message, media, encoding, decoding, response, feedback, and potential noise. It also shows the need for overlap in thinking between senders and receivers for effective messaging. The micromodel or hierarchy-of-effects model demonstrates that consumers progress through learning, feeling, and doing stages differently depending on their involvement with and perceptions of a product category.
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Ch 1 marketing
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integrated marketing communication or communicating value
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Chapter 1. An Introduction to Integrated Marketing Communications.pdf
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Communication Process Models
- 1. Submitted by Adapa Raja SUBJECT : MARKETING MANAGEMENT TOPIC : The Communications Process Models Reference: Marketing Management by Philip Kotler-14e
- 2. Marketing Communications: Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands they sell. How Do Marketing Communications work: Marketers should understand the fundamental elements of effective communications.
- 3. Models of Marketing Communications: There are two models i. Macromodel ii. Micromodel Macromodel:
- 4. 9 key Features in Macromodel: 2 Major Parties Sender Receiver 2 Major Tools Message Media 4 Major Communication Functions Encoding Decoding Response Feedback NOISE
- 5. Senders must know ? More the overlap in their thinking more effective the message
- 6. Micromodel:
- 7. Hierarchy-of -Effects Model Learn –Feel -Do When the audience has high involvement with a product category perceived to have high differentiation Do–Feel -Learn When the audience has high involvement with product category but perceives little or no differentiation Learn –Do–Feel When the audience has low involvement with product category and perceives little or no differentiation