How marketing communications work - Coggle Diagram
How marketing communications work
Oldest Marketing Comm Models was first published in 1898.
Assumes that things have to happen in a specific order. Earlier effects form necessary conditions in order for the later effects to occur.
Attitude formation and change
An attitude toward a particular brand can be considered a measure of how much a person likes or dislikes the brand.
Important role in hierarchy-of-effects models
The cognitive component reflects knowledge, beliefs and evaluations of the object
The affective component represents the feelings associated with the object.
Behavioural component refers to action readiness with respect to the object.
Motivation is, to a large extent influenced by consumer needs and goals
Consumer needs can be categorised as functional, symbolic or hedonic
Ability refers to the resources needed to achieve a particular goal
Opportunity deals with the extent to which the situation enables a person to obtain the goal set.
Multiple attribute models
Fishbein model: Brand attitudes are made up of three elements: relevant product attributes, the extent to which one believes the brand possesses these attributes, and the evaluation of these attributes
Theory of Reasoned Action: developed to provide a link between attitude and behavioural intention.
Subjective Norm: comprises the belief one holds regarding what different reference groups consider as socially desirable behavior
High elaboration: central processing of affective elements is predominant
A feeling-based inference often referred to is the ‘how-do-I-feel-about- it’ model.
Low Elaboration: The consumer will try to make inferences based on the cue in order to form a cognitively based attitude
Advertising and Brand Confusion: refers to the fact that the consumer regards a communication for brand X as being a communication for a different brand, Y
Product confusion is the phenomenon of attributing a stimulus to the wrong product category
Using multiple communications media and a consistent communications strategy are important factors in reducing or avoiding brand confusion