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

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 Black Box Response

Economic & Geographic factors

Cultural

Social

Personal

Marketing Comm. Information

Information processing

Decision making process

Opinion & Attitude change

Behavior 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)

SELECTIVEPERCEPTION

ATTENTION REMINDER MODIFIEDREINFORCE

REINFORCE INTEREST

REDUCEDISSONANCE

ADVERSTING STRESS ON SPECIFIC ASPECT

HEIGHTENED APPRECIATIONOF THE BRAND

BRAND - ENHANCED IMAGEFREQUENT USAGE

BRAND - ADEQUATE IMAGEINTERMITTENT USAGE

GRADUALCHANGESTOWARDS

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

04/08/2023 "Co-creating value-added thoughts every class period."

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Elaboration Likelihood Model

Petty & Cacioppo 1986

04/08/2023 "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)

04/08/2023 "Co-creating value-added thoughts every class period."

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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

04/08/2023 "Co-creating value-added thoughts every class period."

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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

04/08/2023 "Co-creating value-added thoughts every class period."

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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