Communications Process and Fundamentals of Buying Behavior

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Communications Process and Fundamentals of Buying
Behavior

• 5

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Chapter Five Objectives

• Understand communication objectives.
• Appreciate the elements of the communication
  process
• Discuss two models of consumer behavior
• Consumer processing model (CPM) Hedonic
  experiential model (HEM)

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Communication Objectives
1. Building Category Wants
2. Enhancing attitudes and influencing intentions
4.Facilitating Purchases
3. Creating Brand Awareness
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Shimps Model of Brand Building

• Step 1. Build Category Wants
• Generate Primary Demand through desire for the
  product category before consumers can want a
  specific brand.
• Does McKids need to do this?
• Step 2. Enhance attitudes and influence
  (category level) intentions
• Does McKids need to achieve this? If so, why?
  If not, why not?

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Shimps Model of Brand Building, ctd.

• Step 3 Create brand awareness to attempt to
  establish secondary (Brand) demand and influence
  purchase intentions
• How can McKids attempt to do this?
• Step 4 Facilitate Purchases
• What elements in McKids Campaign can be used to
  take consumers to this final step?

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Behavior 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

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Behavior Foundations of Marketing Communications

• Consumer Processing Model (CPM)
• Behavior is seen as rational, highly
• cognitive, systematic,and reasoned

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The 8 Stages of Consumer Information Processing
CPM
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Consumer Information Processing Stage 1

• Exposure to information
• Consumers come in contact with the marketers
  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

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Scenario McKids buys 30 sec

• What must happen in order for exposure to occur
  among our target audience?
• What factors can interfere with exposure?

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The 8 Stages of Consumer Information Processing
CPM
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How likely are you to pay attention to the
following

• Lawn and garden care service commercial
• Coupon for a free pizza hung on your doorknob
  from Papa Johns
• Driver of car behind you
• Driver of car after he rear-ends you

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Selective Attention Stage 2
How can marcom managers make messages more
compelling to consumers?

• Types of needs
• Appeals to cognitive and hedonic needs
• Types of stimuli
• Use of novel stimuli
• Use of intense stimuli
• Use of motion

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Hedonic Needs

• Hedonic appeal
• to appetite

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Hedonic Needs

• Hedonic
• sex appeal

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Hedonic Appeal
Virginia Power Company
The Martin Agency
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Use of Novel Stimuli

• Here milk is used
• as a novel stimuli

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Use of Novel Stimuli
Maytag
Leo Burnett Company, Inc.
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Use of Intense Stimuli

• Use of intensity to
• attract attention

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Use of Intense Stimuli
Pillsbury
Leo Burnett Company, Inc.
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Use of Motion

• Illustration
• of motion
• in advertising

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The 8 Stages of Consumer Information Processing
CPM
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Stage 3 Comprehension

• Youre in the right place. You have their
  attention. Do they understand what you are trying
  to say?
• In other words, avoid the Huh? factor.

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Comprehension is Influenced By

• External factors distractions, cues in the
  message, social meanings of symbols (e.g.,
  celebrities)
• Internal factors personality traits, mood,
  intelligence, past experiences

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Class exercise

• You have exposed your consumers to a commercial
  for Fannie Mae Candies, and you have gotten their
  attention with the reminder that Valentines Day
  is around the corner. What can you include in
  your commercial to help them comprehend the
  message that Fannie Mae is the highest-quality
  chocolate you can buy?

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The 8 Stages of Consumer Information Processing
CPM
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Consumer Information Processing Stage 4

• Agreement with what is comprehended
• Understanding doesnt necessarily mean agreement.
• The matter of whether consumers yield to - that
  is, agree with - what they have comprehended

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The 8 Stages of Consumer Information Processing
CPM
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The 8 Stages of Consumer Information Processing
CPM
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A Consumers Knowledge Structure for the Mazda
Miata
Two-
Seater
Small
Convertible
Economical
Sports car
Fun to drive
Nostalgic
Japanese
Sexy
Well-Made
Affordable
Women
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Exercise

• Write out your Knowledge Structure for McKids.
  Now write it for your target audience. What are
  the differences?
• Now write it for your target market for your case
  client (Abercrombieetc.). How does that differ
  from McKids?

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The 8 Stages of ConsumerInformation Processing
CPM
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The 8 Stages of Consumer Information Processing
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Action Stage 8

• Action on the basis of the decision
• People do not always behave in a manner
  consistent with their preferences due to the
  presence of events, or situational factors
• Situational factors are especially prevalent in
  low-involvement consumer behavior

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Implications for Marcom Managers

• How to stack the deck in your favor at each stage
  of information processing
• Realize its as important to know how consumers
  contextualize and store material as it is to
  understand your brand
• Make sure you know that your message will be
  comprehended and agreed upon the way you want it
  to be.

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Behavior Foundations of Marketing Communications

• Hedonic, Experiential Model (HEM)
• Consumer behavior is driven by
• emotions in pursuit of fun, fantasies,
• and feelings

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The HEM perspective

• People often consume products for the fun of it
  or in the pursuit of amusement, fantasies, or
  sensory simulation
• Products are subjective symbols that precipitate
  feelings and promise fun and the possible
  realization of fantasies
• The communication of HEM-relevant products
  emphasizes nonverbal content or emotionally
  provocative words and is intended to generate
  images, fantasies, and positive emotions and
  feelings

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CPM vs. HEM

• An advertisement
• exemplifying
• the CPM approach

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CPM vs. HEM

• An advertisement
• exemplifying
• the HEM approach

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CPM vs. HEM

• CPM HEM explain consumer behavior from the 2
  extreme perspectives
• Sometimes CPM applies, sometimes HEM applies.
• Depends on the the GOALS that consumers have
  pertaining to your product.