BRAINWARE UNIVERSITY

[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Module II: Marketing communication models

AIDA, hierarchy of effect, innovation adoption model, action first model, quick decision
model; planning framework of promotional strategy

Marketing Communication Model

The marketing communication model, also known as the promotional mix or the communication mix, is a
framework used to plan and execute communication strategies to promote a product or service. The model
consists of several components, which include:

Sender: The person or organization that initiates the communication. This could be the company or the
marketer.

Encoding: The process of putting the message into a form that can be easily understood by the receiver. This
could include choosing the right words, images, or symbols.

Message: The information that is being conveyed to the receiver. This could include product features,
benefits, or promotions.

Channel: The medium through which the message is being sent. This could include advertising, sales
promotion, personal selling, direct marketing, or public relations.

Decoding: The process by which the receiver interprets the message.

Receiver: The person or group that receives the message. This could be the target audience or the consumer.

Feedback: The response or reaction of the receiver to the message. This could include sales, inquiries, or
customer feedback.

Noise: Anything that interferes with the communication process. This could include distractions, competing
messages, or misunderstandings.

By understanding these components and how they interact, marketers can create effective communication
strategies that reach their target audience and drive business results.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

Cognitive, Affective, Conative

Cognitive, affective, and conative are three components of the human mind that play a crucial role in
consumer behavior and decision making. Here's a brief explanation of each:

Cognitive: This component refers to the mental processes of thinking, learning, and remembering. In the
context of consumer behavior, cognitive processes are involved in the evaluation of products or services
based on their features, benefits, and value. Consumers may compare different options, weigh the pros and
cons, and make a rational decision based on cognitive processing.

Affective: This component refers to the emotional responses and feelings that consumers have towards a
product or service. Affective processes can be influenced by factors such as brand image, advertising,
personal experiences, and social influence. Consumers may feel positive or negative emotions towards a
product, and these emotions can play a significant role in their decision making.

Conative: This component refers to the behavioral aspect of consumer decision making, including intention,
action, and motivation. Conative processes involve the translation of cognitive and affective processes into
action. Consumers may be motivated to purchase a product based on their cognitive and affective processes,
and they may take action by making a purchase, signing up for a service, or taking some other type of action.

Understanding these three components can help marketers create effective communication strategies that
target each aspect of the consumer decision making process. By appealing to consumers' cognitive, affective,
and conative processes, marketers can influence consumer behavior and drive sales.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

AIDA

The AIDA model is a popular marketing communication model that describes the stages of a customer's
buying journey. The acronym AIDA stands for Attention, Interest, Desire, and Action. The model suggests
that in order to successfully market a product or service, the marketer must first grab the attention of the
target audience, generate interest in the product or service, create a desire for it, and then prompt the
audience to take action to purchase the product or service.

The AIDA model can be applied to various marketing channels, including advertising, sales promotions,
direct mail, email marketing, and more. Here is a brief overview of each stage:

Attention: The first step is to grab the target audience's attention. This can be done through creative and
attention-grabbing headlines, images, or slogans that stand out from the clutter of other marketing messages.

Interest: Once the attention is captured, the next step is to generate interest in the product or service. This
can be done by highlighting the benefits and features of the product or service and how it solves a problem
or meets a need of the target audience.

Desire: After generating interest, the next step is to create a desire for the product or service. This can be
done by using persuasive language and emotional appeals to show how the product or service can improve
the audience's life or solve their problems.

Action: The final step is to prompt the audience to take action, such as making a purchase, signing up for a
free trial, or requesting more information. This can be done through clear and concise calls-to-action that
make it easy for the audience to take the desired action.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

By following the AIDA model, marketers can create effective communication strategies that lead to
increased sales and customer engagement.

Hierarchy Of Effects Model

The hierarchy of effects model is a marketing communication model that outlines the stages of consumer
behavior in response to marketing messages. The model suggests that consumers move through a series of
steps before making a purchase or taking other desired actions. These steps are arranged hierarchically, with
each stage building on the previous one. The stages in the hierarchy of effects model are as follows:

1. Awareness
This is the most crucial step and the starting point for purchase. Brands must make sure that the consumer is
aware of the presence of your brand in a particular product segment.
For example, if Tina wants to buy a toothbrush, and you as the marketing manager of XYZ want her to buy
your brand’s toothbrush, you have to make sure that you advertise well so that she is aware of the existence
of such a brand for toothbrushes.

2. Knowledge

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

This is where your product will be evaluated against other brands by the consumer. Make sure enough
(positive) knowledge is available about your product – through the internet, retail stores and the product
package itself.
For example, now Tina, aware that there is a XYZ brand will try figure out what unique features and
benefits you are offering over any other brand like Colgate and Oral-B.

3. Liking
This is where the consumer builds a liking to your product. This is where your product is being considered
for its emotional benefits; be sure to make them prominent.
For example, now Tina has evaluated the pros and cons of buying a XYZ brush but might not like the
colour of it, or might feel that this brush is for the elderly. As the marketing manager of XYZ, you have to
make sure that these features, that leave emotional impact, are taken care of properly in the marketing
communication program.

4. Preference
By this time consumer may be convinced to try out your product, but may like other brands of toothbrush
too. So what is it that will make her prefer XYZ over the other brands? These points of differentiations or
unique selling points need to be highlighted to make sure that the consumer likes your brand more than the
others in her consideration list.
For example, Tina now may be actually considering buying a XYZ toothbrush. But is she thinking that
she’ll buy it to try it only or is she thinking that the next buy will also be a XYZ brush?

5. Conviction
This is the stage where the doubt in consumers’ minds about buying the product of your brand needs to be
converted into action. Marketers can aid in this step by giving out free samples, test drives etc. This step
should also decide if the consumer will stick to your brand i.e. actually buy your brand, or switch after
testing the sample.
For example, Tina tried the brush you gave her for a month and then when time came to buy one, she
bought an Oral-B one. Make sure that doesn’t happen and that trial builds loyalty. Incorporate such unique
features in your brand that will encourage purchase.

6. Purchase
The last and the most crucial stage of the consumer buying cycle is the purchase. You need to make sure that
purchase experience is easy and perhaps even enjoyable for the consumer. Some of the ways to encourage
purchase is by keeping simple and multiple paying options, making the product available easily, easy to
understand usage instructions, offers etc.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

For example, now that Tina has decided to buy your brand after trying it out for a month, make sure she
knows where to buy it from and how she can pay. You may also give her a tube of toothpaste free to delight
her.

By using the hierarchy of effects model, marketers can create effective marketing communication strategies
that target each stage of the hierarchy. By doing so, they can increase their chances of successfully reaching
their target audience and driving desired actions.

Innovation Adoption Model

The innovation adoption model, also known as the diffusion of innovation model, is a theory that explains
how new ideas and technologies spread through a social system. The model was developed by Everett
Rogers in 1962 and is based on the idea that the adoption of new ideas and technologies follows a
predictable pattern.

The innovation adoption model is made up of five stages:

1. Awareness: In this stage, individuals become aware of the new idea or technology. This can be
through various channels such as advertising, social media, and word-of-mouth.

2. Interest: Once individuals become aware of the new idea or technology, they become interested in
learning more about it. They may seek out additional information to understand how the innovation
works and how it can benefit them.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

3. Evaluation: At this stage, individuals evaluate the innovation based on their needs, values, and
beliefs. They compare the innovation with other alternatives and consider the risks and benefits
associated with adoption.

4. Trial: In this stage, individuals try out the innovation on a small scale to determine its usefulness and
effectiveness. This trial may be done through a free trial, a pilot program, or a small-scale
implementation.

5. Adoption: Finally, if the innovation is deemed useful and effective, individuals will adopt it and
integrate it into their daily lives or work. Adoption can occur at different rates, with some individuals
adopting the innovation quickly and others taking more time.

The innovation adoption model can be used by marketers and innovators to understand how to introduce new
ideas and technologies to a social system. By targeting different groups of people and addressing their
concerns and needs, they can increase the rate of adoption of new ideas and technologies.

Information Processing Model

William McGuire developed IP Model which assumes that the advertising audiences are information
processors and problem-solving. This model is like the other response hierarchy models that explain how a
customer go through six phases to take the final decision of purchase.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

1. Exposure / Presentation
Audiences are presented with a message through a channel (Eg: Media). This is the easiest step to achieve.

2. Attention / Awareness
Audiences will see and recognize the message with either creative exposure, or repeated exposure. Often 3
times or more.

3. Comprehension / Understanding
Audiences comprehend the value or point of the message.

4. Acceptance
Audiences believe the message.

5. Retention
Audiences remember the message, and identify the message with the company and its products / services.
Company becomes branded.

6. Action !
Audiences change their behavior in the desired direction. Purchase!

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

All Advertisement Models At A Glance

Planning Framework Of Promotional Strategy

The planning framework of promotional strategy is a process that organizations use to develop and
implement a promotional plan. The framework typically involves the following steps:

1. Set objectives: The first step in developing a promotional strategy is to set clear objectives.
Objectives should be specific, measurable, and time-bound, and they should align with the overall
marketing goals of the organization.

2. Identify target audience: The next step is to identify the target audience for the promotional
campaign. Understanding the target audience's demographics, psychographics, and behavior patterns
is critical in developing an effective promotional plan.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[BBAD601M] CLASS NOTES [Advertising and Brand Management]

3. Develop message: The promotional message should be developed to communicate the value
proposition of the product or service to the target audience. The message should be clear, compelling,
and aligned with the objectives of the campaign.

4. Choose promotional mix: The promotional mix includes the various tools and tactics that will be
used to deliver the message to the target audience. The promotional mix may include advertising,
sales promotion, public relations, personal selling, and direct marketing.

5. Set budget: The budget for the promotional campaign should be set based on the objectives, target
audience, message, and promotional mix. The budget should be realistic and aligned with the overall
marketing budget of the organization.

6. Implement the plan: Once the plan is developed, it is time to implement it. The implementation may
involve working with various departments within the organization, such as creative, media, and sales
teams.

7. Evaluate results: The final step in the planning framework of promotional strategy is to evaluate the
results of the campaign. The evaluation should include measuring the effectiveness of the
promotional plan in achieving the objectives, identifying areas of improvement, and making
necessary adjustments for future campaigns.

2022-23 Prepared by: Anik Ghosh ( Brainware University, Barasat)