There are two main models for understanding marketing communications: the macromodel and micromodel. The macromodel outlines nine key factors including senders, receivers, messages, media, encoding, decoding, response, feedback, and noise. The micromodel examines consumer responses using models like AIDA (attention, interest, desire, action), hierarchy-of-effects, innovation-adoption, and communications. These models help ensure marketing messages reach the right consumers at the right time and place and motivate purchase.

1. Designing and Managing
Integrated Marketing
Communications
How do Marketing Communications
work???

2. Marketers should understand the
fundamental elements of effective
communications
Two basic communications process models are
1.Macromodel
2.Micromodel

3. Macromodel:

4. Macromodel has nine key factors:
Two major parties-SENDER,RECEIVER
Two major tools-Message and Media
Four major communication functions-
encoding,decoding,response and feedback
One last system-Noise

5. Micromodel of Consumer Responses:
1.AIDA Model
2.Hierarchy-of-Effects Models
3.Innovation-Adoption Model
4.Communications Model

6. AIDA Model:
Attention->Interest->Desire->Action

7. Hierarchy-of-Effects Model:
Awareness->Knowledge
Knowledge->Liking->preference->Conviction
Conviction->Purchase

8. Innovation-Adoption Model:
Awareness->Interest->Evaluation
Evaluation->Trial->Adoption

9. Communications Model:
Exposure->Reception->Cognitive response
Cognitive response->Attitude->Intention
Intention->Behavior

10. Lets illustrate the Hierarchy-of-
effects model...
The communicator’s task is to
1.Create Awareness
2.Improve Knowledge
3.Improve Liking
4.Build Preference
5.Build Conviction
among the target audience and make them purchase their
product.

11. Following these models ensure that:
1.The right consumer is exposed to the
right message at the right time and
right place.

12. 2.The ad causes the consumer to pay
attention but doesn’t distract from the
main message.

13. 3.The ad properly reflects the
consumer’s level of understanding of
and behaviours with the product and
the brand.

14. 4.The ad motivates consumers to
consider purchase of the brand.

15. 5.The ad correctly positions the brand
in terms of desirable and deliverable
point-of-difference and points-of-
parity.

16. Created by
Harika Ganta,IIITDM Kancheepuram
during an internship by
Prof.Sameer Mathur,IIM Lucknow
www.IIMInternship.com