Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Positioning inPositioning inMarketing CommunicationsMarketing Communications•How consumers process and respond to marketing communications stimuli and make choices among brands•Two models of consumer behavior» •Positioning inPositioning inMarketing CommunicationsMarketing CommunicationsConsumer Processing Model (CPM)Positioning inPositioning inMarketing CommunicationsMarketing CommunicationsHedonic, Experiential Model (HEM)The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMConsumer Information Consumer Information Processing: Stage 1Processing: Stage 1Exposure to information•Consumers come in contact with the marketer’s message•Gaining exposure is a necessary but insufficient for communication success•A function of key managerial decisions regarding:The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMSelective Attention: Stage 2Selective Attention: Stage 2How to attract consumers attention:Use of Novel StimuliUse of Novel StimuliIllustrationof novelty inadvertisingUse of Novel StimuliUse of Novel StimuliIllustrationof novelty inadvertisingUse of Intense StimuliUse of Intense StimuliUse of intensity to attract attentionThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMConsumer Information Consumer Information Processing: Stage 4Processing: Stage 4Agreement with what is comprehendedWhether consumers yield to (that is, agree with) what they have comprehendedAgreement: Stage 4Agreement: Stage 4•Comprehension by itself does not ensure that the message influences consumers’ behavior•Agreement depends on:The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMRetention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored InformationThese two information processing stages, retention and information search and retrieval, both involve memory factorsrelated to consumer choiceA Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini CouperTwo-SeaterCuteFun to driveBritishReliable SophisticatedSmallSports carMiniCouperLittle luggagespaceEconomicalNostalgicSexyBritish racinggreenWomenThe 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation ProcessingCPMCPMCPMCPMThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingAction: Stage 8Action: Stage 8Action on the basis of the decision•People do not always behave in a manner consistent with their preferences due to the presence of events, or situational factors•Situational factors are especially prevalent in low-involvement consumer behaviorPositioning via Brand BenefitsPositioning via Brand BenefitsPositioning with respect to brand benefits can be accomplished by appealing to any of three categories of needs.Experiential NeedsSymbolic NeedsFunctional NeedsAn Appeal to Functional NeedsAn Appeal to Functional NeedsProducts that attemptto fulfill the