Communication models and theories Day 4

Agenda Why communication Exercise I Communication models Buying behaviour model Exercise II

Communication, importance for you? You must be able to understand what your client offers You must know your clients customers (target groups) You must know how to reach the target groups Deliver the message to the target groups Oktober – Projekt 1

Exercise I In Groups analyze this AD according to the AIDA model Make a power point presentation on your findings 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 Mass communication Branded entertainment Internet advertising Competition Interaction Instore/ POS Experience Guerrilla Outdoor posters Viral Ambient media Receiver E-mail Magazine adverts Cause related Direct mail Examples: Viral video – emailing a video to your friends, or post at for example Facebook? Who made it? Visit Denmark = http://www.youtube.com/watch?v=F8Seo5j_mNU Who made it? Ray Ban = http://www.youtube.com/watch?v=-prfAENSh2k Clip from TV-show = Ukraine´s got talent 2009: http://www.youtube.com/watch?v=518XP8prwZo&feature=related Most succesful viral video ever: Swedish state television – pay your media license, Old version with a random person: http://www.tackfilm.se/?id=1258470212296RA96 New version: Make a thank you-movie: http://en.tackfilm2.se/ Lecture/ conferences Ads in weeklies Tv commercials SMS/Cell Digital Tv Newspaper adverts Sponsorships Product placement Events/ exhibitions Pod Casting Radio commercials Cinema adverts 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 Sender ( You want to tell your friend something ) Encoder ( Your language ) Message ( The message expressed verbally ) Channel ( Mouth to Ear ) Decoder ( Your friends language ) Receiver ( 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 Desire I would like to have this Action I’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 Consumer Purchase Decisions Product Choice Location Choice Brand Choice Other Choices OR NOT buy Psychological Inputs Background Culture, Attitude, Learning, Perception Decision Buying Process Stimuli Organism Response Marketing Inputs (The 4 Ps: Product, Price, Promotion, Place + External environment (eg PEST)

Consumer behaviour

Consumer involvement

Communication strategies High Involvement Thinking Informative strategy. Facts and figures (car) Feeling Affective strategy. Psychological benefits (jewellery) Low Acting Habit formation strategy (soap) 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. Differences based upon:

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.