Communications theory and Buyer Behaviour Session 2
Objectives • To understand communications theory • To demonstrate alternative models in marketing communications • To understand key stages in the decision making process
Communications Theory • Good communication = good business – helps an organization to thrive – focused and cost effective • Poor communications = bad business – can cost market share, jobs and survival – can damage reputation and image • The communications process – very complex – various theories and models
What is communication? • …a transactional process by two or more parties whereby meaning is exchanged through the intentional symbols. Engel, 1994 • Transaction • Intentional • Symbolic
A simple communication model
The Marketing Communications Process model (P&B)
Until 1954 Marlboro was positioned as cigarettes for women, old slogan: “To match your lips and finger-tips” Taken from Pickton and Broderick, 2005
Nivea creams put the life on pause
Buyer Behaviour Key first step in developing a marketing strategy is understanding the target market and their buying behaviour • Who is the buyer? • Why do they buy? • How, when and where do they buy?
Engel, Blackwell and Miniard model of Consumer behaviour, 2000
Who buys? Initiator Influencer User Purchasing decision Purchaser Decider
Behavioural sequence model (BSM) Data inputs 1) WHAT (decision stage) Need arousal Information search Purchase and evaluation Usage 2) WHO (roles) 3) WHERE (location) 4) WHEN (time and timing) 5) HOW (description) Adapted from: Rossiter and Percy, 1997, Advertising communications and promotion management
Advertising and promoting to individuals in role: • To initiators – to make them aware of the category need and propose our brand as a possible purchase candidate • To influencers – to communicate the reasons they should communicate our brand • To deciders – to persuade them to select our brand • To purchasers – to “lock in” the selection of our brand • To users – to ensure that they actually use and, perhaps more rapidly use our brand
The intervening variables – Perception • means the ways stimuli, such as adverts, commercials, uniforms, are interpreted – Learning – Motivation • defined as the drive to satisfy a need • instinctive versus learned – Maslow’s hierarchy of needs (I 954) • • • self-actualization esteem social safety physiological
The intervening variables – Attitudes • affect buying behaviour • are learnt and tend to stick • can be changed, but not quickly – Group Influence • • formal, like committees informal, like friends primary secondary
Types of buying situation – Extensive problem solving (EPS) • if the buyer has no previous product experience and the purchase is infrequent, expensive and/or risky – Limited problem solving (LPS) • if the buyer has some knowledge and experience of, and familiarity with, a particular product or service – Routinized response behaviour (RRB) • in the case of strong brand loyalty for a habitually purchased product, eg baked beans – High involvement v low involvement decisions
High and Low involvement Decision Process High involvement decision Spend lots of effort on expensive, personal or emotion-laden products e. g. cars Low involvement decision Acquiring products purchased regularly e. g. milk Low
Low and high involvement decision making Adapted from Assael (1992)
Hierarchy of Effects models Model Cognitive Affective Conative AIDA Attention Interest, desire Action AIDCA Attention Interest, desire, conviction ACCA (or DAGMAR) Awareness, comprehension Conviction Action Lavidge and Steiner Awareness, knowledge Liking, preference, conviction Purchase AIETA Awareness Interest, evaluation Trial, adoption
The FCB grid Think Feel High involvement Think Feel Do cars, furniture, loans, appliances Low involvement Feel Think Do Jewellery, perfume, fashion Do Think Feel Do Feel Think Detergents, food, toilet paper Sweets, soft drinks, ice cream Adapted from: Pelsmacker, 2004
Communication strategy High involvement Ø Awareness PR Advertising – broadcast then print – high information content – factual, rational – low frequency Ø Attitude Personal selling - demonstrations - trial Sales Promotion - introductory prices - brochures Ø Behaviour - product quality - price - accessibility Ø Long run behaviour - product quality - corporate PR - guarantees, after sales service
Communication strategy Low involvement Ø Awareness PR advertising - Broadcast - Low information context - Emotion - High frequency Ø Attitude - product satisfaction Ø Trial Behaviour - sales promotion - advertising - POS - packaging Ø Long run behaviour - advertising - sales promotion - product quality
Reading • Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications Prentice Hal, Chapters 3, 4 • De Pelsmacker, P. Geuens, M. , and Van Den Bergh , J. (2004) Marketing Communications, Prentice Hall, London, Chapter 3 • Fill, C. (2005) Marketing Communications Prentice Hall, London
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