How do marketing communications work

•

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Marketing communications work through a macromodel communication process and micromodel of consumer response stages. The micromodel includes cognitive, affective, and behavior stages moving from attention and awareness to interest, preference, and finally purchase or adoption. Alternative models like AIDA, hierarchy-of-effects, and innovation-adoption describe similar cognitive, affective, and behavior response stages consumers progress through when exposed to communications.

Marketing

1.Macromodel:The Process of
Communication
2.Micromodel: Stages of Consumers
responses to communication

Noise here is
Random Competing
messages that may
interfere with the
intended information.

Stages AIDA
Model
Hierarchy-of-effects
Model
Innovation-Adoption
Model
Communications
Model
Cognitive
Stage Attention
Awareness
Knowledge
Awareness
Exposure
Reception
Cognitive Response
Affective
Stage
Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Attitude
Intention
Behaviour
Stage
Action Purchase
Trial
Adoption
Behaviour

An another alternative is
Do-feel-learn sequence
which is relevant when the
audience has high
involvement but perceives
little differentiation within
the product category, such as
choosing an airline

A third alternative “learn-
feel-do” is relevant when
the audience has low
involvement and perceives
little differentiation such as
with salt or batteries.

Disclaimer:
These slides were created by
Preetham V Raikar, IIT Madras
during a Marketing internship by
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )

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