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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: 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 • • • • • • • • 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.
