MODEL OF MC

1. 2. 3. 4. 5. 6. 7. 8. 9. Phases of development Black Box Model AIDAS Model Lavidge & Steiner Model DAGMAR Model T. Joyce Model Heightened Appreciation Model The FCB Model The Elaboration Likelihood Model

MODEL OF MC
Based on various studies- explain how 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)

Black Box Model

Stimulus Response Model
External factors
Economic & Geographic factors Cultural Social Personal Marketing Comm. Information Decision making process Behavior change

Black Box
Information processing

Response
Opinion & Attitude change

AIDAS MODEL
The Oldest & Most popular Model, St. Elmo Lewis (1900) Fifth step was added by Arthur Fredric Sheldon (1911)

Satisfaction
Action

Desire
Interest

Attention

)(1961

ATTENTION

REMINDER

REINFORCE REDUCE DISSONANCE

MODIFIED

SELECTIVE PERCEPTION

REINFORCE INTEREST

ADVERSTING STRESS ON SPECIFIC ASPECT

BRAND - ADEQUATE IMAGE INTERMITTENT USAGE

GRADUAL CHANGES TOWARDS

BRAND - ENHANCED IMAGE FREQUENT USAGE

HEIGHTENED APPRECIATION OF THE BRAND

THINKING

FEELING

1). Informative
HIGH

2). Affective
(FEEL - LEARN - DO)
Ex. Sports Car, Perfume, etc.

(LEARN FEEL - DO)

Ex. Life Insurance, house, etc.

3). Habit Formation

(DO - LEARN - FEEL) LOW Ex. Clothes, Insect Repellants

4). Self Satisfaction

(DO - FEEL - LEARN) Ex. Greeting Cards, Candy, Beer

Elaboration Likelihood Model

Petty & Cacioppo 1986

10/22/2013

"Co-creating value-added thoughts every class period."

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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)

10/22/2013

"Co-creating value-added thoughts every class period."

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3. Peripheral Processing
Drivenmorebywho(ethos)ratherthan
what Based on heuristics or ROTs
Moreisbetter Attractedtothemessenger Passionequalscorrectness

Explainslearningtheory&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 are
taking 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 "Co-creating use learning 10/22/2013 value-added theory, attribution theory tactics thoughts every class period."

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