The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.

1. How Do Marketing
Communications
Work?
Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur

2. Models in MarCom
Macromodel Micromodel
Lists factors for effective
communication
Analyses the consumer’s
responses to communication

3. Macromodel
9 key factors in effective communication

4. Macromodel

5. What should the Sender do?

6. More the overlap in their thinking
more effective the message

7. Micromodel Analyses the consumer’s
responses to communication

8. Response
Hierarchy
Models
AIDA Model
Hierarchy-of-
Effects Model
By choosing the
right sequence
the marketer can
do a better job of
planning
communications
Innovation-
Adoption
Model
Communications Model

9. All these models assume the buyer
passes though 3 Stages
Cognitive-
Opinion or
belief segment
Affective-Emotional
or Feeling segment
Behavioral-An intention
of behaving in a certain
way towards someone

11. Hierarchy of Affects model
1. Learn-Feel-Do
Appropriate when
the audience has
high involvement
with a product
category perceived
to have high
differentiation

12. 2. Do-Feel-Learn
Hierarchy of Affects model
Appropriate when
the audience has
high involvement
but perceives little
or no
differentiation
within the product
category

13. 3. Learn-Do-Feel
Hierarchy of Affects model
Appropriate when the
audience has low
involvement and
perceives little
differentiation