IMC Lecture Two

Integrated Marketing Communications

communications and consumer behaviour

2

Theories of

linear model

of communication

sender message receiver

encode decode

Schramm, 1954

feedback

linear model

of communication

sender message receiver

encode decode

Schramm, 1954

feedback

two-step model...

Mass Media

Lazarsfeld and Katz, 1955

opinion

leader

receiver

receiver receiver

receiver

multi-step model...

Lazarsfeld and Katz, 1955

Mass Media

receiver

receiver receiver

receiver

opinion

leader

Smith and Taylor, 2001

opinion

leader

receiver

receiver

receiver

receiver

receiver

opinion

leader

sender

receiver

networked model...

opinion leaders...

‘Ordinary’ people who seek out information

Passed on to family, friends, work colleagues, social groups

Receptive to new ideas, ‘early adopters’

Advertisers sometimes use these ‘ordinary’ people

diffusion of innovations...

Rogers, 1962

Earlymajority

34%

Latemajority

34% Laggards16%

Earlyadopters13½%

Innovators2½%

Market %

Time

opinion leaders and slice of life...

opinion formers...

People who influence because of their status

Often used for things like pharmaceuticals

Raise the profile of various social issues

opinion formers...

…Consumer Decision-making

Problem/ Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Evaluation of Purchase

Fill, 2009

Types of Purchase…

Routinised response

Limited problem solving

Extended problem solving

Fill, 2009

Three stages of involvement…

Context

Influencers

Outcomes

Fill, 2009

Individual context, reasons for purchase, nature of product, stimulus

Level of personal relevance – high or low, duration

Low involvement… behaviour then attitude

High involvement… attitude then behaviour

Perceived Risks…

Financial

Performance

Social

Ego

Physical

Time

Factors influencing consumers

Individual…

Perception, personality, motivation, attitude

Group…

Social class, culture, reference groups, family…

Situational

…Socio-cultural, technological, economic, political, regulatory…

Marketing

…Product, price, place, promotion, people, process, physical evidence

Consumer Attitudes and Behaviour…

Cognitive

Affective

Conative

Fill, 2016

learning…

feeling…

doing…

response hierarchy models…

Attention

Desire

Interest

Action

Awareness

Interest

Evaluation

Trial

Adoption

Unawareness

Awareness

Comprehension

Conviction

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

cognitive

affective

conative

AIDAThe Innovation-Adoption Model

The Hierarchy-of-Effects Model

DAGMAR

Colley, 1961 Lavidge and Steiner, 1961

Lewis, 1898 Rogers, 1962

Business Decision-making

Problem/ Need Recognition

Product specification

Supplier and product search

Supplier selection

Evaluation of Purchase

Fill, 2009

Evaluation of proposals

Decision Making Unit

Comprised of the following roles…

gatekeeper

influencer

initiator

End user

decider

buyer

Business buy classes

New buy

Modified Rebuy

Straight Rebuy

Fill, 2009

first time

modifications

routine

What’s important here?

The behaviour varies dependent on a variety of factors

Some decision-making processes are very linear and basic

Integrated marketing communications need to be based on an understanding of the decision making processes

Ultimately, content and style of message as well as media choices and tools are influenced…

…by the needs and behaviour of the receiver