SMA Kristen Cilacap

Marketers may want cognitive responses (cognitive), the influence of (affective), or behavior (behavior) of the intended audience. This means that marketers may want to put something into the consumer’s mind, changing consumer attitudes, or encouraging consumers to act. In fact, there are various models of customer response levels.

All these models assume that the buyer through the stages of cognitive and behavioral effects, according to the sequence. This sequence is called the order “learn-feel-do” and is suitable if the audience is very involved with a product category that is considered to have high differentiation, such as the purchase of a car.

Another sequence is “do-feel-learn” that are relevant if the audience has high involvement but considers there is no or little differentiation in product categories, such as the purchase of aluminum sheet. Ranked last was “learn-to-feel” that are relevant when the audience has low engagement, and considers there is little differentiation in product categories, such as the purchase of salt. By understanding the sequence right, marketers can make the marketing plan better.

Here we will assume that the buyer has a high involvement product category and assume there is a high differentiation in that category. Therefore, we will work with the hierarchy-effect model (learned-merasakanmelakukan) and explains how marketers should be to each of the six levels of readiness of the buyer, ie awareness, knowledge, likes, preferences, beliefs, and buying.

Awareness

If most of the target audience does not realize the object, the task is to build awareness communicators, perhaps only the product name recognition. This task can be achieved with simple messages that kept repeating the name of the product. However, to build awareness requires a long time. For example, a small college in Iowa called Pottsville seeks attract potential students from Nebraska, but his name is not known in Nebraska. And suppose there are 30,000 junior high school students and high in Nebraska that may be potentially interested in applying in Pottsville. The college may set a goal to make 70% of the students are aware of the name of Pottsville in one year.

Knowledge

Target audience may have had an awareness of the company or product, but did not know it even more. Posttville target audience may want to know that Pottsville is a private university four years of mass education with programs that are very good in French, foreign language, and history. So Pottsville need to know how many people in the target audience that has little, quite a lot, or lots of knowledge about the Pottsville. Based on this information, the university then decided to choose the knowledge of the product as a destination of communication.

Like

If the target audience to know the product, how they feel about the product? If the audience does not seem like the college Pottsville, the communicator must find the reason and then develop a communication campaign to encourage a feeling loved. If you do not look like it is because the real problems of the university, then the communication campaign simply can not resolve the issue. Pottsville must improve, and then communicate masalahnnya new quality. Good community relations requires “a good action followed by the words of good”.

Preferences

Target audience may like the product but did not choose it over other products. In this case, the communicator should try to build konsumennnya preferences. Communicators can promote the quality, value, performance and other features that product. Communicators can assess the success of campaigns by measuring the audience returned after the campaign preferences are exercised.

Confidence

A target audience may prefer a particular product but not sure will buy it. The task communicator is to build confidence among students who are interested in that college Pottsville is their best choice.

Buy

Finally, some people from the target audience may have a conviction but does not intend to make a purchase. They may be waiting for more information or planning to act later. Communicators must direct these consumers to take the final step. How can attempt to offer products with low prices, offering premium, or provide a limited opportunity for customers to try. So, Pottsville might invite a few high school students selected to visit campus and attend a few lectures. Pottsville or may offer scholarships for some students’ achievement.