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MODEL OF MC
1. Phases of development2. Black Box Model3. AIDAS Model4. Lavidge & Steiner Model5. DAGMAR Model6. T. Joyce Model7. Heightened Appreciation Model8. The FCB Model9. The Elaboration Likelihood Model
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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)
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Black Box Model
Stimulus Response Model
External factors Black Box Response
Economic & Geographic factors
Cultural
Social
Personal
Marketing Comm. Information
Information processing
Decision making process
Opinion & Attitude change
Behavior change
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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
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(1961)
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SELECTIVEPERCEPTION
ATTENTION REMINDER MODIFIEDREINFORCE
REINFORCE INTEREST
REDUCEDISSONANCE
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ADVERSTING STRESS ON SPECIFIC ASPECT
HEIGHTENED APPRECIATIONOF THE BRAND
BRAND - ENHANCED IMAGEFREQUENT USAGE
BRAND - ADEQUATE IMAGEINTERMITTENT USAGE
GRADUALCHANGESTOWARDS
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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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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 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 – use learning theory, attribution
theory tactics