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