Marketing communications require an integrated approach to deliver consistent messaging and achieve strategic goals. Two models are discussed: the macro model, focusing on target audiences and message encoding, and the micro model, which examines consumer responses through four hierarchy models. The document emphasizes the importance of understanding audience interactions to optimize communication effectiveness.

1. How Do
Marketing communications
Work?

2. To implement the right communications
program, all the marketing communications
activities must be integrated to deliver a
consistent message and achieve the strategic
positioning.

3. Marketing communications
There are 2 models of

4. Macro Model
With nine key factors in
Effective Communication

5. Macro Model
• Senders must know what
audiences they want to
target and what responses
they want to get.
• They must encode their
messages so the target
audience can decode them

6. Micro Model
Micro models of marketing communications
concentrate on consumer’s specific responses
to communications.
There are four response hierarchy models:
 AIDA Model
 Hierarchy-of-Effects Model
 Innovation-Adoption Model
 Communications Model

7. Stages of Micro Model

8. Micro Model of Consumer
Responses

9. Thank
You

10. Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM
Lucknow
Based on Kotler Keller
Chapter16