Download free eBooks at bookboon.comMarketing Communications
Fundamentals Of Communication In Marketing
Marketing communication disseminates information about products and their marketers to a target
market segment; such information is processed by consumers and feedback manifest in their behaviours
toward the message, product or the marketing organization.
CONSUMER INFORMATION PROCESSING MODEL
A consumer processes message or stimuli received, transforms them into information in the brain and
stores in memory. Information processing model has four major steps:
- EXPOSURE: occurs when a stimulus or message comes within the range of the individual’s
sensory receptor nerves. - ATTENTION: occurs when the stimulus or message activates one or more sensory receptor
nerves and the resulting sensations go to the brain for processing. - INTERPRETATION: is the assignment of meaning to sensations. It is a process whereby
stimuli or messages are placed into existing categories of meaning. - MEMORY: stimuli or messages are transformed into information and transferred through a
short-term active component into a long-term storage component. Memory plays a critical
role in guiding the perception process, while perception consists of three elements, namely:
exposure, attention and interpretation.
Marketing communication aimed at influencing consumer purchase behaviour is transformed in the
individual’s memory into information and the process of transformation is largely affected by perception,
past experiences and other behavioural factors. Information stored in the individual’s memory are capable
of modifying, reshaping and influencing consumer behaviour.
MARKETING IMPLICATION OF INFORMATION
Exposure of consumers to information is crucial and important; marketers should develop specific
strategies to enhance the probability that consumers will be exposed to their corporate and product
information. There are three ways to implement this plan:
- Facilitate intentional exposure
- Maximize accidental exposure
- Exposure maintenance