Communication models Communication models and theoriesand theoriesDay 4

AgendaAgendaWhy communicationExercise ICommunication modelsBuying behaviour model

Exercise II

Communication, importance for Communication, importance for you?you?1. You must be able to understand what

your client offers

2. You must know your clients customers (target groups)

3. You must know how to reach the target groups

4. Deliver the message to the target groups

Oktober – Projekt 1

Exercise IExercise I

1. In Groups analyze this AD according to the AIDA model

2. Make a power point presentation on your findings

3. Make the presentation

Communication theoriesCommunication theoriesYou must be able to describe

“communication and the participants” in a systematic and structured way

There are many different models that describe communication in a systematic way…a few will be mentioned here

Events/ exhibitions

Sponsorships

Ambient media

Instore/ POS

Cinema adverts

Ads in weeklies

Trade adverts

Internet advertising

Outdoor posters

Magazine adverts

Tv commercials

Radio commercials

Newspaper adverts

Cause related

Postcards

Lecture/ conferences

Branded entertainment

PR

Product placement

SMS/Cell

Guerrilla

Direct mail

Internet homepages

Competition

Personal sales

Digital Tv

Pod Casting

E-mailReceiverVir

al

Exper

ience

Inte

ract

ion

Mas

s co

mm

unic

atio

n

Types of commercial Types of commercial communicationcommunication

Comment on communication:

Who (says)What (to)Whom (in)What Channel (with)What Effect

Harold Dwight Lasswell

Shannon-Weaver model

All communication must have the 6 elements

1.Sender ( You want to tell your friend something )2.Encoder ( Your language )3.Message ( The message expressed verbally )4.Channel ( Mouth to Ear )5.Decoder ( Your friends language )6.Receiver ( Your friend )

Drawbacks: Linear one-way communication (with feedback). Do not incorporate that communication between humans are interactive one-to-one processes

Useful in describing mass communication (radio, TV..)

The AIDA modelThe AIDA model

A Attract the attention of the customer

I Raise customer interest by focusing on and demonstrating advantages and benefits

D Convince customers that they want and desire the product or service and that it will satisfy their needs

A Lead customers towards taking action and/or purchasing

(S) Satisfy the customer so they become a repeat customer and give referrals to a product/recommend it to others

AIDA assumptionAIDA assumption First of all you have to create attention about your

communication

After that you have to establish some kind of ”receiver-interest” about the message

If the message is relevant a desire to own and/or use the product is initiated

If the desire is strong enough - an action is provoked - ex. buying the product/service.

AIDA objectiveAIDA objective

AIDAS explainedAIDAS explained

Attention Hey – what is that?

Interest Wow that looks interesting

Desire I would like to have this

Action I’ll go ahead and do that

Satisfaction I tried it and it was……

Conceptual model of Conceptual model of information flow information flow (Hoffman and Novak1996)(Hoffman and Novak1996)

Traditional = MONOLOG Internet era = DIALOG

Peer-to-peer (ex. Facebook) communication about product and company or evaluation via Trustpilot

Companies are not in total control of communication

Buying Behaviour: The S-Buying Behaviour: The S-O-RO-R

Consumer

Purchase Decisions

Product Choice

Location Choice

Brand Choice

Other Choices

OR NOT buy

Psychological Inputs

Background

Culture, Attitude, Learning, Perception

Decision Buying Process

Stimuli Organism ResponseMarketing Inputs

(The 4 Ps: Product, Price,

Promotion, Place

+ External environment

(eg PEST)

Consumer Consumer behaviourbehaviour

Consumer involvementConsumer involvement

Communication strategiesCommunication strategies

HighInvolvement

Thinking

Informative strategy. Facts and figures (car)

Feeling

Affective strategy. Psychological benefits (jewellery)

LowInvolvement

Acting

Habit formation strategy (soap)

Reacting

Self-satisfaction strategy (biscuits)

Perception filterPerception filterOur perception filter evolves

from:

Information we have gathered over time via our senses

Early experiences and knowledge

Attitudes and interests Needs and feelings What’s happening NOW

Everything we pick up is UNIQUE,

But there are HUGE likenesses anyway

PerceptionPerceptionThere is a huge difference in the way we perceive things depending on our

• Age• Gender• Culture• Ethnic background• Media• Religion• Tradition• Etc.

Excercise IIExcercise IIFind a companyGo through the AIDAs

communication model for their website (or the company itself)

Show the S-O-R model when appropriate

Make a presentation for the class.