Communication and Deliverance of Customer Value

(Integrated Marketing Communications)

Students will be able
 to
comprehend(understand) integrated marketing
communication process and tools.
I-Integrated Communication Models:
Consumer Response Related
i-AIDA Model of Hierarchy of Consumer Response
Suggests that before actually taking purchase
Decision, target customer has to be aware of the
product or brand.
-More Applicable to non Durables
-Or even to semi Durables
-Also useful in personal Selling
I-Integrated Communication Models:
Consumer Response Related
AIDA Model of Hierarchy of Consumer
Response
I-Integrated Communication Models:
Consumer Response Related
ii-The Levidge and Steiner Model of Hierarchy
of Consumer Response (a variant of AIDA)
-Useful in all high involvement product
purchase situations
I-Integrated Communication Models:
Consumer Response Related
iii-Information Processing Model-
McGuire’s Response Model
Considers the issue of retention or the
customer’s ability to retain that segment of the
message he/she accepts as valid or relevant to
his/his environment.
II-Communication Models:
Communication/Presentation Related
i-Michael Ray Model
A customer passes through learning
process(learn-feel-do) and any change Depends
upon-High involvement Eg Consumer Durables
-Low involvement Eg Non-Consumer Durables
II-Communication Models:
Communication/Presentation Based
ii-The FCB Model (Foote Cone and Belding)
links the behavioural responses associated with
the left right brain theory to purchase
situations(high or Low).
The grid useful to advertising planners and
even brand manger as this helps to customize
the communication to a product and customer
situation.
II-Communication Models:
Communication/Presentation Based
iii- Everett M. Rogers Model of Hierarchy of
Consumer Responses (Innovation-Adoption
Model)-Theory of Diffusion of Innovation
Conclusion
Models help focus attention on different
response stages and identify the element of
promotion mix that can help achieve the
desired consumer response both incase of low
and high involvement product.
Integrated Marketing Planning Communication
Process
 Quick Quiz
1-The FCB Model links the behavioural
responses associated with the left right brain
theory to purchase situations(high or Low).
True or False
2-McGuire’s Response Model Considers the
issue of retention.
True or False
3-The Levidge and Steiner Model of Hierarchy
of Consumer Response is Useful in all high
involvement product purchase situations.
True or False
Take Away (Learning)
Questions Please !!!

Thank you