Understanding Consumer Response in Marketing Communication
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The Consumer Response Process
Perhaps the most important aspect of developing effective communication programs involves understanding the response process the reviewer may go through in moving toward a specific behavior (like purchasing a product) and how the promotional efforts of the marketer influence consumer responses. In many instances, the marketer's only objective may be to create awareness of the company or brand name, which may trigger interest in the product.
The AIDA Model
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyer as passing successively through attention, interest, desire, and action. The salesperson must first get the customer's attention and then arouse some interest in the company's product or service. Strong levels of interest should create a desire to own or use the product. The action stage in the AIDA model involves getting the customer to make a purchase commitment and closing the sale.
Hierarchy of Effects Model
The hierarchy of effects model shows the process by which advertising works. It assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase.
Innovation Adoption Model
The innovation adoption model evolved from work on the diffusion of innovations. This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action (in this case, deciding to adopt a new product). The steps preceding adoption are awareness, interest, evaluation, and trial.
Importance of Innovation Adoption for New Products
The innovation adoption model is especially important to companies who are using IMC tools to introduce new products to the market. These marketers recognize that there are certain types of consumers who are of particular interest to them because of their interest in new products and their ability to influence others.
Information Processing Model
The final hierarchy model shown is the information processing model of advertising effects, developed by William McGuire. This model assumes the receiver in a persuasive communication situation, like advertising, is an information processor or problem solver. McGuire suggests that the series of steps a receiver goes through in being presented constitutes a response hierarchy.
Implications of the Traditional Hierarchy Models
The hierarchy models of communication response are useful to promotional planners from several perspectives:
- They delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it.
- Potential buyers may be at different stages in the hierarchy, so the advertiser will face different sets of communication problems.
For example, a company introducing an innovative product like the Sony Reader may use media advertising to make people aware.