Consumer processing model (CPM) Level 1: Information is revealed Exposure means that the consumer touches the marketing operator's message (for example, watching a magazine ad or listening to a radio ad). Level 2: pay attention Sea Grape Tea Focusing is about focusing cognitive resources on the message and thinking about your exposure. In fact, consumers pay attention to only a small part of the ads. This is due to the high caution, but limited data processing power. Powerful Marcom is designed to help consumers by meeting the most relevant needs of the target group. Level 3: Understand visits
Understanding means understanding and creating meaning through stimuli and symbols. Communication is effective when marketers want to convey what they want and where they want to be from what they actually get from their contacts. Level 4: Understanding agreement The fourth level of data processing involves the question of whether consumers will accept objections to the messages they receive. It is very important for Marcom that consumers not only understand the message, but also agree. Understanding that alone does not guarantee that the message will change consumer behavior or affect behavior. Understanding that ads are trying to position their brand in a particular way does not mean accepting this message. Levels 5 and 6: Search and restore stored data 1. Retentio Storage element Memory consists of long-term memory (LTM) and short-term memory (STM). The challenge for marketers is to provide consumers with positively-recognized information that is retained in the LTM and later used to influence brand choice rather than competitors. Learning element The two main types of learning are related to Marcom's work. One form is to strengthen the link between some of the brand characteristics or benefits and the marketer's brand. The aim is to secure the core of the brand in the mind of the consumer. Sea Grape Leaves for Sale In marketing communication, creating an entirely new connection allows for another form of learning. 2. Search and get information Mango Leaves for Sale The information learned and stored in memory only affects consumer choice behavior when searching and calling. Hedonic Experience Model (HEM) From a CPM perspective, consumers pursue goals such as "best purchase" and "maximizing profits", but from a HEM perspective, people often enjoy, enjoy, imagine, and feel. ,
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