In addition to advertising agencies, other outside agencies may provide marketers with specialized services that are important in developing and executing integrated marketing communication programs. Direct Marketing Agencies Fastest growing areas in IMC is direct marketing where companies communicate with their customers through telemarketing, direct mail and other forms of … [Read more...]
Alternative Response Hierarchy Models
Michael Ray’s “three-orders” model of information processing, identifies three alternative orderings of these stages based on perceived product differentiation and product involvement. Source: Adapted from Advertising & Promotion by Belch & Belch These include the: Standard Learning Hierarchy In many purchase situations, consumers go through the response process … [Read more...]
Traditional Response Hierarchy Models
The traditional hierarchical response models were developed through the years to depict the stages consumers/customers go through, as they learn about a company’s product or service, before moving to purchase readiness or actual behavior. Each of these models views that a consumer passes through three stages namely cognitive, affective, and behavioral stages. Four of the … [Read more...]
Basic Model of Communication
Over the several years, the basic model of communications has evolved that represents the various elements of the communications process. Source: Advertising & Promotion By Belch & Belch The elements of the model include: 1. Source/Encoding—the sender or source of a communication is the person or organization that has information to share with another person … [Read more...]