Communication Objectives UIUC College of Business沟通目标业务UIUC大学.pptVIP

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Communication Objectives UIUC College of Business沟通目标业务UIUC大学.ppt

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Communication Objectives Behavioral Foundations of Marketing Communications How consumers process and respond to marketing communications stimuli and make choices among brands Two models of consumer behavior CPM and HEM Consumer behavior is too complex and diverse to be explained by two extreme models Behavioral Foundations of Marketing Communications Consumer Processing Model (CPM) Behavior is seen as rational, highly cognitive, systematic,and reasoned Behavioral Foundations of Marketing Communications Hedonic, Experiential Model (HEM) Consumer behavior is driven by emotions in pursuit of “fun, fantasies, and feelings” The 8 Stages of Consumer Information Processing Consumer Information Processing: Stage 1 Exposure to information Consumers come in contact with the marketer’s message Gaining exposure is a necessary but insufficient for communication success A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles The 8 Stages of Consumer Information Processing Selective Attention: Stage 2 How to attract consumers attention: Selective Attention: Stage 2 Illustration of attention-getting advertising Selective Attention: Stage 2 Plays on selective attention Appeals to Cognitive andHedonic Needs Hedonic Needs Needs that make one feel good and bring pleasure Hedonic Needs Hedonic appeal to appetite Hedonic Needs Hedonic sex appeal Hedonic Appeal Use of Novel Stimuli Illustration of novelty in advertising Use of Novel Stimuli Illustration of novelty in advertising Use of Novel Stimuli Here milk is used as a novel stimulus Use of Novel Stimuli Use of Intense Stimuli Use of intensity Use of Intense Stimuli Use of intensity to attract attention The 8 Stages of Consumer Information Processing The 8 Stages of Consumer Information Processing Consumer Information Processing: Stage 4 Agreement with what is comprehended Whether consumers yield to (that is, agree with) what they have comprehended Agreement: Stage