model of mc.ppt

8/22/2019 model of mc.ppt

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MODEL OF MC

1. Phases of development2. Black Box Model

3. AIDAS Model

4. Lavidge & Steiner Model5. DAGMAR Model

6. T. Joyce Model

7. Heightened Appreciation Model8. The FCB Model

9. The Elaboration Likelihood Model


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MODEL OF MC

Based on various studies- explainhow communication works.

Three phases of development :

1. Early development phase

(1898 1960)

2. Modern development phase

(1961 1970)

3. Challenge & Defence period

(1971 till date)


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Black Box Model

Stimulus Response ModelExternal factors Black Box Response

Economic &

Geographic

factors

Cultural

Social

Personal

MarketingComm.

Information

Information

processing

Decision

making

process

Opinion &

Attitude

change

Behavior

change


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AIDAS MODELThe Oldest & Most popular Model, St. Elmo Lewis (1900)

Fifth step was added by Arthur Fredric Sheldon (1911)

Satisfaction

Action

Desire

Interest

Attention


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(1961)


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SELECTIVEPERCEPTIONATTENTION REMINDER MODIFIEDREINFORCE

REINFORCEINTEREST

REDUCEDISSONANCE


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ADVERSTING STRESS ON

SPECIFIC ASPECT

HEIGHTENED APPRECIATION

OF THE BRAND

BRAND - ENHANCED IMAGE

FREQUENT USAGE

BRAND - ADEQUATE IMAGE

INTERMITTENT USAGE

GRADUAL

CHANGES

TOWARDS


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4). Self Satisfaction(DO - FEEL - LEARN)

Ex. Greeting Cards, Candy,

Beer

3). Habit Formation(DO - LEARN - FEEL)

Ex. Clothes, Insect

Repellants

2). Affective(FEEL - LEARN - DO)

Ex. Sports Car, Perfume,

etc.

1). Informative(LEARN FEEL - DO)

Ex. Life Insurance, house,

etc.

THINKING FEELING

HIGH

LOW


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10/22/2013 "Co-creating value-addedthoughts every class period."

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Elaboration Likelihood Model

Petty & Cacioppo 1986


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1. Assumptions

Process trumps variables (SMCR)

People are overloaded with persuasive

messages

It is impossible to evaluate every message

People process messages in two fundamental

ways

Central - elaborated

Peripheral not elaborated


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2. Central Processing

Thoughtful analysis

Uses other messages/issues to evaluate persuasive

message

Creates a kind of internal debate

Tends to be more rational (logos) based

Creates more resistant attitudes (inoculation

theory)


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3. Peripheral Processing

Driven more by who (ethos) rather than what

Based on heuristics or ROTs

More is better Attracted to the messenger

Passion equals correctness

Explains learning theory & attribution

theory Tends to produce less permanent impact

Short-term

Lower-level of commitment


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4. Determinants of Path

Motivational & Ability Factors High involvement & relevance

Potential consequences

Anticipated interaction Message complexity

Situational & Personal Factors Enjoy thinking

Level of knowledge

Time availability


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5. So what?

Determine which route the audiences aretaking to process messages Major decisions Central route

Minor decisions Peripheral route

Select a strategy based on that route(matrix)

Develop tactics based on strategy Central route more logical arguments, evidence,

counterargument etc.

Peripheral route use learning theory, attributiontheory tactics

model of mc.ppt

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