1. How do marketing
Communications work?
-A.Tejitha Reddy
IIT Hyderabad

2. Marketers should understand the
fundamental effects of effective
communication.

3. Models of
Marketing Communication

4. Macro Model
9 Key Factors

5. Two major parties
Sender Receiver

6. Two major tools
Message Media

7. Four major functions
FeedbackEncoding Decoding Response

8. Random and competing messages that may interfere
with the intended communication
The Last Element

9. Senders must know their target
audience and their expected
responses

10. More is this overlap more effective the message is likely to be.

11. Processes that may be operating during
Communication
Selective
Attention
Selective
Distortion
Selective
Retention

12. Micro Model
Micro Models of marketing
communications concentrate on
consumers’ specific responses
to communications.

13. Stages
Cognitive
Stage
Affective
Stage
Behavior
Stage
Cognitive
Stage
Cognitive
Stage
Cognitive
Stage
Behavior
Stage

14. Attention
Interest
Desire
Action
AIDA Model
Cognitive Stage
Affective Stage
Behavior Stage

15. Awareness
Knowledge
Liking
Preference
Conviction
Hierarchy-of-Effects Model
Cognitive Stage
Affective Stage
Behavior StagePurchase

16. Awareness
Interest
Evaluation
Trial
Adoption
Innovation-Adoption Model
Cognitive Stage
Affective Stage
Behavior Stage

17. Exposure
Reception
Cognitive Response
Attitude
Intention
Communications Model
Cognitive Stage
Affective Stage
Behavior StageBehavior

18. Hierarchy-of -Effects Model
Learn –Feel -Do
When the audience has
high involvement with a
product category
perceived to have high
differentiation

19. Hierarchy-of -Effects Model
Do–Feel -Learn
When the audience has
high involvement with
product category but
perceives little or no
differentiation

20. Hierarchy-of -Effects Model
Learn –Do–Feel
When the audience has
low involvement with
product category and
perceives little or no
differentiation

21. Hierarchy-of -Effects Model
Assuming the buyer has high involvement with the product category
and perceives high differentiation within it:
Awareness : If most of the target audience is unaware of the
object
Knowledge : If target audience might have brand awareness but
do not know much more.
Liking : If the audience does not view the value proposition of
the brand favorably.
Preference : If target audience like the product but not prefer it
to others.
Conviction : If target audience might prefer a particular product
but not develop a conviction about buying it.
Purchase: If target audience might have conviction but not quite
get around to making the purchase

22. 1. Marketing communication has two useful models:
1)Macro model
2)Micro model
2. Macro model has 9 key factors in effective communication:
sender,receiver,message,media,encoding,decoding,response,feedback.
3. Micro models of marketing communication concentrate on consumers’
specific responses to communication.

23. Disclaimer:
Created by
Tejitha Reddy Ajjuguttu,
IIT Hyderabad,
during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Contents:
Marketing Management ,A South Asian Perspective
!6th Chapter