This document provides an overview of marketing communication theories. It discusses several models of the consumer decision journey, including the AIDA model, hierarchy of effects model, and elaboration likelihood model. It also covers supporting models such as push/pull communications and the FCB grid. Various elements of message design are outlined, including message appeals, recall, and potential effects. The document serves as an introduction to foundational marketing communication concepts and theories.

1. Marketing
Communication
Marketing Communication Theories
Part TWO out of Four (2.1)
Danny Abramovich
Marketing Plan Specialist
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2. Course Introduction, Main Topics
Background: CB ü
Human Communication ü
Marketing Communication
Creativity
Integrated MarCom
Global IMC
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3. 2. MarCom 4 Introduction
Information
Human Communication
Communication-Mix
--- or ---
Marketing Communication
= MarCom!
0. Background: CB 3. Creativity
3 1. Communication 4. Integrated MarCom
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2. MarCom 5. Global IMC

4. 2. MarCom 4 Definition
MarCom is . . .
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5. 2. MarCom 4 Goals
– Provide information.
– Manage demand and sales.
– Communicate unique selling points
– Enhance positioning.
– Build brand equity.
– Influence attitudes and behavior.
– Increase market share!
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6. 2. MarCom 4 Theoretical Background
BASIC ASSUMPTION:
Consumers move through a step by step
process as they receive marketing
information and move toward a
decision.
This is called: Hierarchy of Effects!
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7. 2. MarCom 4 Hierarchy of Effects!
Awareness levels that customers must
go THRU: unawareness
awareness
comprehension
conviction
action
7 (Burnett and Moriarty, 1998)
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8. 2. MarCom 4 Hierarchy of Effects!
Hierarchy of Effects
Model
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9. 2. MarCom 4 Response Models
Model AIDA Hierarchy Innovation Information
Stages (1925) of effects adoption processing
Cognitive Attention Awareness Awareness Presentation
Knowledge Interest Attention
Affective Interest Linking Evaluation Yielding
Desire Preference Retention
Conviction
Behavioral Action Purchase Trial Behavior
Adoption
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10. 2. MarCom 4 DAGMAR - model#4
DAGMAR - Defining Advertising Goals
for Measured Advertising Results
The basic hierarchy of effects model is AIDA
developed by E. K. Strong (1925).
Many variations have been made on this
original model, including Colley's DAGMAR
model with a sequence as follows: awareness,
comprehension, conviction, and action.
10 (Colley, 1961)
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11. 2. MarCom 4 IPM - model#5
Information Processing Model (IPM)
of Advertising Effectiveness: 6 Steps
(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An
Information Processing Model of Advertising Effectiveness," Behavioral and
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Management Sciences in Marketing , Davis and A.J. Silk, 1978.)

12. 2. MarCom 4 IPM - model#5
Information Processing Model (IPM)
of Advertising Effectiveness: 8 Steps
1. Exposure 5. Retention
2. Perception 6. Retrieval
3. Comprehension 7. Decision-making
4. Agreement 8. Action
(From David G. Myers, 2002, p.244. Reprinted there from W.J. McGuire, "An
Information Processing Model of Advertising Effectiveness," Behavioral and
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Management Sciences in Marketing , Davis and A.J. Silk, 1978.)

13. 2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)
Assumptions:
People are overloaded with persuasive messages.
It is impossible to evaluate every message.
People process messages in two main ways:
Ÿ Central - elaborated (major decisions).
Ÿ Peripheral - not elaborated (minor decisions).
13 (Petty & Cacioppo, 1986)
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14. 2. MarCom 4 ELM - model#6
People process messages in two main ways:
14 Ÿ Central - elaborated (major decisions).
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Ÿ Peripheral - not elaborated (minor
decisions).

15. 2. MarCom 4 ELM - model#6
People process messages in two main ways:
15 Ÿ Central - elaborated (major decisions).
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Ÿ Peripheral - not elaborated (minor
decisions).

16. 2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)
Peripheral Processing:
Driven more by “who” rather than “what”.
Explains learning & attribution theories.
Tends to produce less permanent impact:
Ÿ Short-term.
Ÿ Lower-level of commitment.
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17. 2. MarCom 4 ELM - model#6
Elaboration-likelihood Model (ELM)
Practical Outcome:
Determine which route the audiences are
taking to process a message.
Select a strategy based on that route.
Develop tactics based on strategy:
Central route – more logical arguments, evidence-based.
Peripheral route – use learning & attribution theories.
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18. 2. MarCom 4 Supporting Model - a
Push/ Pull Communications
PUSH-Through Communications
Activities targeting channel intermediaries to
motivate resellers to become more aggressive
in customer communications.
The overall objective is to increase reseller
support and market coverage.
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19. 2. MarCom 4 Supporting Model - a
PUSH-Through Communications
Ø Cooperative advertising deals
Ø Collaterals, catalogs, manuals
Ø Dealer premiums, prizes, gifts
Ø Advertising materials, mats, inserts
Ø Point of sale displays, racks, stands
Ø Trade shows, conventions, meetings
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20. 2. MarCom 4 Supporting Model - a
Push/ Pull Communications
PULL-Through Communications
Activities used by manufacturers and suppliers
to target final customers and to create customer
demand (pull). The objective is to move goods
and services forward in the distribution
channels by pre-selling final customers.
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21. 2. MarCom 4 Supporting Model - a
PULL-Through Communications
Ø Coupons
Ø Price-off deals
Ø Refunds/rebates
Ø Sampling, free trial
Ø Frequency/loyalty programs
Ø Point-of-purchase advertising
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22. 2. MarCom 4 Supporting Model - a
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23. 2. MarCom 4 Supporting Model - b
FCB Grid – Working in Foote,
Cone & Belding (FCB) advertising
agency, Richard Vaughn has incorporated
a model that allows to understand people’s
attitude toward advertising (1980).
It is based on two dimensions:
1. Level of Involvement.
2. Thinking/ Feeling-related products.
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24. 2. MarCom 4 Supporting Model - b
products
Level of
Involvement
> FCB Grid
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25. 2. MarCom 4 Supporting Model - b
products
Level of
The The Involvement
Thinker Feeler > FCB Grid
The The
Doer Reactor
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26. 2. MarCom 4 Supporting Model - b
products
Level of
The The
Thinker Feeler Involvement
L-F-D F-L-D > FCB Grid
The The Learn=information
Doer Reactor
Feel=attitude
D-L-F D-F-L
Do=behavior
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27. 2. MarCom 4 Supporting Model - b
products
Level of
Involvement
> FCB Grid
Learn=information
Feel=attitude
Do=behavior
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28. 2. MarCom 4 Supporting Model - b
products
Level of
Life insurance Perfume Involvement
L-F-D F-L-D > FCB Grid
Learn=information
Detergent Beer
D-L-F D-F-L Feel=attitude
Do=behavior
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29. 2. MarCom 4 Supporting Model - b
products
Level of
Involvement
> FCB Grid
Learn=information
Feel=attitude
Do=behavior
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30. 2. MarCom 4 Supporting Model - b
products
Level of
Life insurance Perfume Involvement
L-F-D F-L-D > FCB Grid
Learn=information
Detergent Beer
D-L-F D-F-L Feel=attitude
Do=behavior
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31. 2. MarCom 4 Persuasion Matrix
Model AIDA Hierarchy of Innovation Information
(1925) effects adoption processing
Stages
Cognitive Attention Awareness Awareness Presentation
Knowledge Interest Attention
Pe
Comprehension
Affective Interest Linking Evaluation Yielding
rsu x
Desire Preference Retention
Ma
Conviction
asi
Behavioral Action Purchase Trial Behavior
tri
Adoption
on
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32. 2. MarCom4Promotional Planning
1. Receiver/ comprehension
Can the receiver comprehend the ad?
2. Channel/ presentation
Which media will increase presentation?
3. Message/ yielding
What type of message will create favorable attitude?
4. Source/ attention
Who will be effective in getting consumers’ attention?
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33. 2. MarCom 4 Persuasion Matrix
Independent variables: The Communications Components
Dependent
Source Message Channel Receiver Destination
Variables
Message
presentation 2
Attention 4
Comprehension 1
Yielding 3
Retention
Behavior
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34. 2. MarCom4 Message Recall
Recall
Beginning Middle End
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35. 2. MarCom4 Message Appeal
A tu
A
Selected Types of
tt i d e
tt i
tu c
de ha
Message Appeals:
s a ng
nd e
4Emotional vs. Rational:
Ÿ Sex Ÿ Metaphors
Ÿ Humor Ÿ Rational
Ÿ Fear Ÿ Emotional
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36. 2. MarCom4 Message Appeal
A tu
A
tt i d e
tt i
tu c
de ha
Ÿ Sex
s a ng
nd e
• Subliminal techniques.
• Sex increases attention.
• Brand recall is lower.
• May interfere message.
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37. 2. MarCom4 Message Appeal
A tu
A
tt i d e
tt i
tu c
de ha
Ÿ Sex
s a ng
Ÿ Humor
nd e
• Used in 30% of all ads.
• Score á in recall tests.
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38. 2. MarCom4 Message Appeal
A tu
A
tt i d e
tt i
tu c
de ha
Ÿ Sex
s a ng
Ÿ Humor
nd e
Ÿ Fear
• Solutions to anxiety.
• “If-than approach”.
• á fear can backfire.
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39. Ÿ Sex
Ÿ Humor
Ÿ Fear
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40. 2. MarCom4 Message Appeal
A tu
A
tt i d e
tt i
tu c
de ha
Ÿ Sex
s a ng
Ÿ Humor
nd e
Ÿ Fear
Ÿ Metaphors
When a
word or
phrase
is applied to something it does not literally resemble
in order to emphasize particular qualities.
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41. 2. MarCom4 Message Appeal
Ÿ Sex
Ÿ Humor
Ÿ Fear
Ÿ Metaphors
Ÿ Rational • Suites for:
- Printed media,
- B2B advertisers,
- á involvement products.
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42. Ÿ Sex
Ÿ Humor
Ÿ Fear
Ÿ Metaphors
Ÿ Rational
• Suites for:
- Printed media,
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- á involvement products.

43. 2. MarCom4 Message Appeal
A tu
A
tt i d e
tt i
tu c
de h a
Ÿ Sex
s a ng
Ÿ Humor
nd e
Ÿ Fear
Ÿ Metaphors
Ÿ Rational
Ÿ Emotional
This ad for a nonprofit animal rights and rescue group
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draws on viewers’ sympathies toward animals.

44. 2. MarCom4 Message Appeal
Ÿ Sex
Ÿ Humor
Ÿ Fear
Ÿ Metaphors
Ÿ Rational
Ÿ Emotional
Ÿ Comparative
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45. 2. MarCom4 Message Appeal
Ÿ Sex
Ÿ Humor
Ÿ Fear
Ÿ Metaphors
Ÿ Rational
Ÿ Emotional
Ÿ Comparative
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46. 2. MarCom4 Effects (example)
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
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47. 2. MarCom; Theory & Planning
47 Next Issue: MarCom Elements
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48. Marketing
Communication
Marketing Communication Theories
Part TWO out of Four (2.1)
Danny Abramovich
Marketing Plan Specialist
48 www.marketingPlanNOW.com MarCom-1

49. 2
pter
Cha ing
et
m ark ation ,
unic
c om m (2.2)
cont.