IMC – Session 3,4,5

Learning Objectives

LO1 – The IMC Process

LO2 – Behavioral Aspects of Marketing Communication

LO3 – Consumer Response to Persuasive Communication

Response Hierarchy Models
FCB Planning Model
Cognitive Processing Models

LO4 – Influence of Source, Message

LO5 – Channel Factors on Communication

 LO1 – Session 3,4,5

The IMC Process

Process of Communication
LO1 – Session 3,4,5

Play SAV
 LO1 – Session 3,4,5

Selective Attention
You pay attention to selective content and your brain may miss the other
relevant content.

About Selective Attention

• People are exposed to 100s of Ads every day
• People are more likely to pay attention to ad that relates to
immediate need
• People are likely to notice a stimuli which they expect e.g. In a
computer shop you expect to see computers
 LO1 – Session 3,4,5

Selective Distortion
The perceptual process, which occurs when people subconsciously try
to make new information fit their old ideas about something.

About Selective Distortion

E.g.
• Chocolate seem to taste better if it’s ‘Cadbury’
• A car may seem to drive smoother if it’s ‘BMW’
• Case study seem to be of great importance if published by
‘Harvard Business Review’
 LO1 – Session 3,4,5

Selective Retention
People tend to retain the information which supports their attitudes
and beliefs.

About Selective Retention

E.g.
• You remember a brand better which is endorsed by your favorite
star
• You are able to remember lyrics of a song but tend to forget simple
studies
 LO1 – Session 3,4,5

Steps in developing Communication

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Manage IMC
 LO1 – Session 3,4,5

The IMC Planning Process

 LO2 – Session 3,4,5
Behavioral Aspects of Marketing Communication
Consumer Behavior Roles

Initiator

Influencer

Buyer

User
 LO2 – Session 3,4,5
Behavioral Aspects of Marketing Communication
Influences of Consumer
Socio-Cultural

Psychological

Personal

Economic

Customer
 LO2 – Session 3,4,5
Behavioral Aspects of Marketing Communication
Influences of Consumer
Economic Personal Psychological Socio-Cultural

Personal
Age Perceptions Culture
Income

Family
Sex Motivation Sub-culture
Income

Credit
Occupation Involvement Social class
available

Stage of Social
Std of living Attitude
life groups

Opinion
Lifestyle
leaders

Self-image
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
Response Hierarchy Models
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
FCB Planning Model
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
Cognitive Processing – Classical Conditioning

Play Classical Conditioning - Ivan Pavlov

Earlier Food was an unconditioned stimulus and salivation and

unconditioned response

A neutral stimulus of ringing the bell was associated with

unconditioned stimulus

Eventually neutral stimulus became conditioned stimulus eliciting

conditioned response
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
Cognitive Processing – Operant Conditioning
Play The difference between classical and operant

In classical conditioning exposure to stimulus occurs before the

response

In operant conditioning individual must operate or act on

something for learning to happen

Response can be a positive reinforcement (reward) or negative

reinforcement (punishment)

Customer responds to ad (action) – Product is good as mentioned

(positive reinforcement) not as mentioned (negative reinforcement)
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
Criticism against behavioral learning theories
The approach is too mechanical

Presumes that predictable response is possible for particular

stimulus

Ignores motivation, thinking and perception as factors

In IMC always combination of theories is observed due to

exposure of customers and increased awareness levels
 LO3 – Session 3,4,5
Consumer Response to Persuasive Communication
Cognitive Learning Process
 LO4 – Session 3,4,5
Influence of Source, Message
Source – The Persuasion Matrix
 LO4 – Session 3,4,5
Influence of Source, Message
Source – Attributes and Receiver’s Processes
The three basic source attributes and processing modes associated with each are as
follows:
 Credibility – credibility of source and his capability to provide unbiased, objective

information.
 Internalization – the process by which a receiver adopts the position advocated

by the source because it is perceived as accurate and makes it part of his or her
belief system

 Attractiveness – refers to the similarity, familiarity, and/or likeability of the source

 Identification – the process by which an individual is motivated to seek some type

of relationship with the source and thus adopts similar beliefs, attitudes, or
behaviors.

 Power – refers to the ability (real or perceived) of the source to administer rewards
or punishment to the receiver
 Compliance – the process by which the receiver accepts the position advocated

by the source to receive rewards or avoid punishment.

 LO4 – Session 3,4,5
Influence of Source, Message
Source – Attributes and Receiver’s Processes

Source Attribute Receiver’s Process

Credibility Internalization

Attractiveness Identification

Power Compliance
 LO4 – Session 3,4,5
Influence of Source, Message
Designing Communication

• Message strategy

• Creative strategy

• Message source

• Personal communication channels

• Nonpersonal communication channels

• Integration
 LO4 – Session 3,4,5
Influence of Source, Message
Message Strategy

• Be simple

• Be surprising

• Be provocative

• Be unforgettable
 LO4 – Session 3,4,5
Influence of Source, Message
Message Strategy - Appeals
• Emotional Appeal – E.g. CRY ads
• Humor Appeal – E.g. Coca-cola Aamir Khan Ads
• Sex Appeal – Axe deos
• Music Appeal – Titan tune
• Scarcity Appeal – Limited edition cars
• Rational Appeal – Social Message Ads
• Masculine Feminine Appeal – Ladkiyon wala fareness
cream
• Brand Appeal – A TATA product
 LO4 – Session 3,4,5
Influence of Source, Message
Message Strategy - Appeals
• Snob Appeal – Entry by invitation only
• Adventure Appeal – Bike ads
• Less than perfect appeal – Health drinks for kids
• Romance Appeal – Jewelery ads
• Youth Appeal – Hair dye ads
• Endorsement Appeal – Celebrities in ads
• Statistics Appeal – TOI presenting readership stats
• Bandwagon Appeal – All are going to Big Bazaar, where
are you going?
 LO5 – Session 3,4,5

Channel Factors on Communication

Personal communication channels

• Advocate channel – Sales person of the company

• Expert channel – Doctor recommending a medicine

• Social channel – Friend

 LO5 – Session 3,4,5

Channel Factors on Communication

Nonpersonal communication channels

• Media

• Sales promotion

• Events

• Public relations

• Publicity