Transcript Communication

Communication models and
theories
Day 4
Agenda
Why communication
 Exercise I
 Communication models
 Buying behaviour model
Exercise II

Communication, importance for 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 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 theories

You 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
Types of commercial communication
Postcards
Personal
sales
Trade
adverts
Branded
entertainment
Internet
advertising
Competition
Guerrilla
Receiver
Magazine
adverts
Instore/
POS
E-mail
Outdoor
posters
Cause
related
Direct
mail
Ads in
weeklies
Lecture/
conferences
Tv
commercials
SMS/Cell
Sponsorships
Digital
Tv Newspaper
adverts
Events/
exhibitions
Product
placement
Pod
Casting
Cinema
adverts
Ambient
media
Radio
commercials
Internet
homepages
PR
Harold Dwight Lasswell
Comment on communication:
Who (says)
What (to)
Whom (in)
What Channel (with)
What Effect
Shannon-Weaver model
All communication must have the 6 elements
1.
2.
3.
4.
5.
6.
Sender
Encoder
Message
Channel
Decoder
Receiver
( You want to tell your friend something )
( Your language )
( The message expressed verbally )
( Mouth to Ear )
( Your friends language )
( 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 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 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 objective
AIDAS explained
Attention
Hey – what is that?
Interest
Wow that looks interesting
DesireI would like to have this
ActionI’ll go ahead and do that
Satisfaction
I tried it and it was……
Conceptual model of information
flow (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-O-R
Stimuli
Organism
Purchase Decisions
Marketing Inputs
(The 4 Ps: Product, Price,
Promotion, Place
Response
Consumer
Product Choice
Location Choice
Brand Choice
+ External environment
Other Choices
(eg PEST)
OR NOT buy
Psychological Inputs
Background
Culture, Attitude, Learning, Perception
Decision Buying Process
Consumer behaviour
Consumer involvement
Communication strategies
Thinking
High
Involvement
Informative
strategy. Facts
and figures (car)
Acting
Low
Involvement
Habit formation
strategy (soap)
Feeling
Affective strategy.
Psychological
benefits
(jewellery)
Reacting
Self-satisfaction
strategy (biscuits)
Perception filter
Our perception filter evolves from:
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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
Perception
There is a huge difference in the way we perceive things
depending on our
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•
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Age
Gender
Culture
Ethnic background
Media
Religion
Tradition
Etc.
Excercise II
Find a company
 Go 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.
