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  • Marketing PPT On Micromodel Communication

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    Chitanda Eru
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    The document outlines a micromodel of marketing communication that focuses on consumer responses. It describes a response hierarchy from cognitive to affective to behavioral responses. The response process moves from awareness to knowledge to cognitive responses, then to affective responses like liking and preference, and finally to behavioral responses like conviction and purchase. The response sequence can imply different levels of involvement and differentiation among consumers. The document also discusses setting communication objectives using 5 M's: mission, market, message, media, and meaning.

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    Marketing Micromodel

    Original Title

    Marketing PPT on Micromodel Communication

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    The document outlines a micromodel of marketing communication that focuses on consumer responses. It describes a response hierarchy from cognitive to affective to behavioral responses. The response process moves from awareness to knowledge to cognitive responses, then to affective responses like liking and preference, and finally to behavioral responses like conviction and purchase. The response sequence can imply different levels of involvement and differentiation among consumers. The document also discusses setting communication objectives using 5 M's: mission, market, message, media, and meaning.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views7 pages

    Marketing PPT On Micromodel Communication

    Uploaded by

    Chitanda Eru
    The document outlines a micromodel of marketing communication that focuses on consumer responses. It describes a response hierarchy from cognitive to affective to behavioral responses. The response process moves from awareness to knowledge to cognitive responses, then to affective responses like liking and preference, and finally to behavioral responses like conviction and purchase. The response sequence can imply different levels of involvement and differentiation among consumers. The document also discusses setting communication objectives using 5 M's: mission, market, message, media, and meaning.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    The Marketing

    Communication
    Process:
    Micromodel
    Marketing Management

    By Sweta Chakraborty
    Overview

    A micromodel of marketing communication


    concentrates on consumer’s specific
    responses to communications.

    2
    Response Hierarchy

    Cognitive: Knowledge or thought process

    Affective: Perception or attitude formation

    Behaviour: Response and resonance

    3
    Response
    Awareness Knowledge Cognitive
    Process

    Affective Liking Preference

    Conviction Purchase Behaviour


    4
    What does the response sequence
    imply?
    Involvement Differentiation

    Learn-Feel-Do High High

    Do-Feel-Learn High Low

    Learn-Do-Feel Low Low


    5
    Setting the Communication Objectives
    5 M’s

    Mission
    Market
    Message
    Media
    Meaning

    6
    Thank you
    for listening

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