c t ure #6

Le

Traditional and
Unconventional Models of
Communication

Dr. Pawan Kumar

 Lecture Outcome
• Application of traditional and Hierarchy model in
communication
• Examine the factors affecting communication
Latest News
Which type of Advertising?
 What is the second stage in preparing effective marketing communications?

A. Communication Objectives
B. Measure and Outcome
C. Message Strategy
D. Identify the target audience
Application of AIDA Model in Print AD
 Case Let-Flipkart aims for emotional connect with consumers in behaviour change 360 degree campaign
Source: Economic Times,2020

• E-commerce marketplace, Flipkart has announced the launch of its new campaign for large appliances - ‘Milega
Umeed Se Zyaada’ to bring about a change in consumer behaviour and urge them to not hold back their desires.

• The 360-degree campaign stems from the core consumer insight that budget-conscious consumers want to buy
best-in-class products equipped with the latest technology at affordable prices. The campaign showcases
insights and dynamics between family members like a daughter-in-law buying a five star AC for her father-in-law,
a son gifting a 43 inch TV instead of a 32’ for his father- with the central focus being able to offer a delightful
experience. With an aim to create an emotional connect with the consumers the campaign brings forward
possibilities for consumers to buy desired products within their budget.

• According to the company, in order to understand the purchase behaviour of consumers buying large
appliances, Flipkart conducted research to understand factors that affect consumers decision and pain points.
The Response Process
 Obtaining
Effectiveness Tests
Feedback
Persuasion Process

Circulation
Circulation reach
reach Exposure/
Exposure/ presentation
presentation

Listener,
Listener, reader,
reader,
viewer Attention
Attention
viewer recognition
recognition

Recall,
Recall, checklists
checklists Comprehension
Comprehension

Brand
Brand attitudes,
attitudes, Message
Message acceptance/
acceptance/
purchase
purchase intent
intent yielding
yielding

Recall
Recall over
over time
time Retention
Retention

Inventory,
Inventory, POP,
POP,
scanner
scanner data
data Purchase
Purchase behavior
behavior
Analyse and suggest strategies for high loyalty
Alternative Response Hierarchies
Topical Involvement
High Low
Learning Low involvement
model model
Conative Affective

High
Perceived product
Affective

differentiation
Cognitive

Conative
Dissonance/
attribution model
Low
Cognitive
Affective Cognitive
Conative
Dissonance/Attribution Model
Low-Involvement Products
The FCB Planning Model
Thinking Feeling

Involvement
1 2
Informative Affective
The Thinker The Feeler
High

3 4
Involvement

Habit Self-
Formation Satisfaction
Low

The Doer The Reactor

 Developing Promotional Strategies

• Ad options based on the FCB grid

– Rational versus emotional appeals
– Increasing involvement levels
– Evaluation of a think-type product on the basis of
feelings
LG Connects with Consumer Emotions
 Cognitive Response
AA method
method for
for examining
examining consumers’
consumers’cognitive
cognitive
processing
processing of
of advertising
advertising messages
messages by
by looking
looking at
at
their
their cognitive
cognitive responses
responses to
to hearing,
hearing, viewing,
viewing, or
or
reading
reading communications
communications

Examines
Examines thoughts
thoughts that
that are
are evoked
evoked
by
by an
an advertising
advertising message
message

Consumers
Consumers write
write down
down or
or verbally
verbally report
report
their
their reactions
reactions to
to aa message
message
A Model of Cognitive Response
 Cognitive Response Categories
Product/Message
Product/Message Thoughts
Thoughts

Counterarguments
Counterarguments Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts

Source
Source derogation
derogation Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts
Thoughts
Thoughts about
about Affect
Affect attitude
attitude
the
the ad
ad itself
itself toward
toward the
the ad
ad
Elaboration Likelihood Model (ELM)
Focuses
Focuses on
on the
the way
way consumers
consumers respond
respond to
to persuasive
persuasive
messages,
messages, based
based on on the
the amount
amount and
and nature
nature of
of elaboration
elaboration
or
or processing
processing of
of information
information

Routes to Attitude Change

Central
Central route
route –– Peripheral
Peripheral route
route ––
ability
ability and
and ability
ability and
and
motivation
motivation toto process
process motivation
motivation toto process
process
aa message
message isis high
high and
and aa message
message isis low;
low;
close
close attention
attention is
is paid
paid receiver
receiver focuses
focuses more
more
to
to message
message content
content on
on peripheral
peripheral cues
cues
than
than on
on message
message
content
content
 Test Your Knowledge
The elaboration likelihood model (ELM) proposed two routes to persuasion, the central
route and the peripheral route. With the peripheral route:
A) The message is more likely to be received
if a celebrity endorser is used
B) The message should lots of information
C) The receiver is viewed as very actively involved in the communication
process
D) The quality of the message claims are
more important than the spokesperson,
headline, pictures, or music
E) The sender is dealing with a high-
involvement buying situation
Celebrity Endorsers Can be Peripheral Cues
How Advertising Works