MODULE 2

1 Dr. Julee Banerji

Marketing
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Marketing mix
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Marketing Mix
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marketing communication mix
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Traditional consumer response
hierarchy models
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3 STAGES
COGNITIVE RESPONSE STAGE IMPRINT
SOMETHING ON CONSUMERS MIND

AFFECTIVE RESPONSE STAGE CHANGE AN
ATTITUDE

BEHAVIOURAL RESPONSE STAGE GET THE
CONSUMER TO ACT



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Desire:
Once the target audience is aware about and interested
in the product , the function of advertising is to get
them positively inclined towards buying.
Desire and preference is to be created for the
advertised products

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Action:
The desired action is to lead consumers to purchase
It can also lead to: generate enquiries, lead to a retail
visit etc.
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Hierarchy of effects model
One of the oldest stair step and linear models
proposed by Robert Lavidge and Gary Steiner
It states that advertising must move people up a series
of steps from cognitive processing to attitude change
to purchase behaviour.
Advertising must move consumers through 5
psychological stages before it can lead to purchase.
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Innovation adoption model
Based on innovation theory
Looks as consumers as adopters of a new innovation
and classifies them into categories such as innovators,
early adopters, early majority, late majority and
laggards
It is based on how soon consumers adopt an
innovation i.e. purchase a product.
It is based on this fact that certain individuals are more
open to adoption than others
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Information processing model
Introduced by William J. McGuire
Consumer behaviour passes through 6 stages:
The persuasive message must be communicated to the
receiver
He must attend to the message
He must comprehend to the message
He must be convinced by the arguments
He must retain the information
Finally he must carry out the desired behaviour
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Alternate response hierarchy
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THE FCB PLANNING MODEL
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THE FCB PLANNING MODEL
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FCB GRID
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