Communication is the unique tool that marketers use to persuade consumers to act in the desired way. It can be verbal, either written or spoken, it can be visual or a combination of the two. Communication is the bridge between marketers and consumers and between consumers and their sociological environments. Communication is defined as the transmission of a message from a sender to a receiver by means of a signal of some sort sent through a channel of some sort. How the communication message is receivedThe mass audience as individual receivers: A mass audience is simply a great number of individual receiver's, each with his or her own interest, experiences, needs, wants desires. Market segmentation strategies divide the total audience into smaller audiences, each of which is homogenous in relation to characteristics relevant to the product. Specific advertising messages can be designed for each segment, and run in the media that appeals to that segment. Each individual thus feels that the message is specifically addressed to his interest and needs. Multiple audiences: The ultimate success of an organization depends on its ability to persuade many different audiences as the nature of its products or services. Companies with diverse audiences develop an overall communication message to all of their audiences, from which they spin off a series of related messages targeted directly at the specific interest of each individual audience. i.e. The BP opposite advert - winter, summer - black, white - beyond petroleum, BP. Selling intermediaries: In addition to advertising to...

The stages of decision making How consumers make decisions is to understand the process of the internal influences that affect the consumer. The act of making a consumer decision consists of three stages. 1. Need RecognitionThe recognition of a need is likely to occur when a consumer is faced with a problem.There are two different problem recognition styles:1. Actual state types - a consumer who perceives that they have a problem when the product fails to perform satisfactorily.2. Desired state types - the desire for something new may trigger the decision process. Also, need or problem recognition can be viewed as simple or complex.Simple - needs that occur frequently e.g.. printer ink cartridges.Complex - problem develops over time eg. new computer with faster speed and larger hard drive that will handle the new upgrade software. 2. Pre-purchase searchThe consumer senses a need for information upon which to base his choice. The consumer uses personal long-term memory first, family, friends and then impersonal such as newspapers, magazines, consumer reports, direct mail brochures and information from product advertising.It's important that your advert will be seen. One of the main reasons why a company is experiencing a reduction in market share is because there is no advertising. An ad not seen will not be in the short term memory of the buyer. 3. EvaluationWhen evaluating potential alternatives, consumers use two types of information:1. the 'list' of brands - the implication for marketers is that promotional techniques should be designed to impart a favourable and...

Numerous decisions are made daily concerning every aspect of our lives. These decisions are often made without stopping to think about how we make them, or what is involved in the decision making itself. In the most general terms, a decision is the selection of an action from two or more alternative choices, i.e. there must be a choice of alternatives available. The four views refer to the general view or perspective of why individuals behave as they do. Four views of decision makingAn economic viewIn a world of perfect competition, the consumer is often portrayed as economic - the one who makes rational decisions. Consumers rarely have enough information, or sufficient information, or even an adequate degree of involvement or motivation, to make perfect decisions. Consumers operate in an imperfect world and often "settle" instead of maximising price-quantity, marginal utility or indifference curves. Passive viewThe opposite of the economic view is the view that consumers as passive, basically submissive to the self-serving and promotional efforts of marketers. eg. Verimark ads and infomercials. A cognitive viewThis view portrays the consumer as a thinking problem solver. Risk is the key component the problem solver tries to dispel the risk associated with many product choices. When 'enough' information is gathered, the consumer stops seeking information to make 'satisfactory decisions', eg. motor vehicle adverts or high capital expenditure ads. An emotional viewConsumers may associate deep feelings or emotions (fun, fear, love, prestige, hope, sexiness, fantasy or a bit of magic). Mr price store with...

The focus of this process is the stages through which an individual consumer passes to arrive at a decision to try, to continue or to discontinue using, a new product. On purchasing high capital goods consumers pursue an extensive information search. Adoption begins with awareness, leading to interest and evaluation. A more general decision-making model is: * Knowledge - consumers are exposed to the product* Persuasion - form favourable attitude* Decision - engage to adopt the product or reject their innovation* Implementation - put the product to use* Confirmation - consumers seek reinforcement for their decision. The rate of adoption is how long it takes for a new product to be adopted through the social system. The adopter categories are:* Innovators 2.5% - venturesome - very eager to try new ideas* Early adopters 13.5% - opinion leader, respect from their peers, person to check with before purchasing* Early majority 34% - Deliberate - adopt ideas later than average time* Late majority 34% - Sceptical, purchase because of economical necessity* Laggards 16% - traditional, last person to adopt an innovation The quickest and surest way to get your product adopted is to target the innovator/opinion leader.Innovators possess purchase and usage traits that set them apart. They are likely to be;Less brand loyalDeal-prone - take advantage of special promotional offersTend to be heavy users of the product category in which they are innovators.How to target Innovators* Innovators /opinion leaders have a greater than average exposure to magazines and watch less television than non-innovators...