1. Communication models and theories
Day 4

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

3. 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

4. Exercise I In Groups analyze this AD according to the AIDA model
Make a power point presentation on your findings
Make the presentation

5. 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

6. 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
Magazine adverts
Cause related
Direct mail
Examples: Viral video – ing a video to your friends, or post at for example Facebook?
Who made it? Visit Denmark =
Who made it? Ray Ban =
Clip from TV-show = Ukraine´s got talent 2009:
Most succesful viral video ever:
Swedish state television – pay your media license, Old version with a random person:
New version: Make a thank you-movie:
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

7. Harold Dwight Lasswell
Comment on communication:
Who (says)
What (to)
Whom (in)
What Channel (with)
What Effect

8. 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..)

9. 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

10. 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.

11. AIDA objective

12. 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……

13. 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

14. 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)

15. Consumer behaviour

16. Consumer involvement

17. 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)

18. 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

19. 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:

20. 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.