Sure, here is a presentation outline for the Consumer Processing Model (CPM) of marketing information:
Slide 1
Title: Decoding Consumer Minds: The Consumer Processing Model (CPM)
Speaker Notes In today’s presentation, we will explore the Consumer Processing Model (CPM), a framework that helps us understand how consumers process marketing information. We’ll delve into the eight stages outlined by William McGuire and see how marketers use them to craft effective advertising messages. By understanding the CPM, we can create targeted campaigns that resonate with consumers and influence their purchasing decisions.
Slide 2
The Consumer Processing Model (CPM)
- The CPM is a cognitive model that describes the information processing steps consumers go through when encountering marketing messages.
- It highlights the sequential stages from initial exposure to a final purchase decision.
- Understanding the CPM helps marketers tailor their messages to each stage, maximizing their impact.
Speaker Notes The CPM is a valuable tool for marketers because it provides a roadmap for guiding consumers through the decision-making process. By understanding each stage, we can craft targeted messages that resonate with consumers at the right time and nudge them towards a purchase.
Slide 3
The 8 Stages of Information Processing
- Exposure: Consumers are bombarded with marketing messages daily. The first hurdle is ensuring your message reaches the target audience.
- Attention: With limited attention spans, grabbing consumers’ attention is crucial. Eye-catching visuals, compelling headlines, and intriguing stories can do the trick.
- Comprehension: The message must be clear and easy to understand. Use simple language, visuals, and avoid jargon.
- Agreement: Consumers need to believe the message and see the product’s value proposition.
- Retention: Effective messages are stored in memory for future retrieval. Repetition and emotional connection enhance retention.
- Retrieval: When a buying situation arises, consumers retrieve relevant stored information. Creating strong brand associations strengthens retrieval.
- Decision: Consumers weigh the pros and cons before making a purchase decision. Highlighting product benefits and addressing pain points aids decision-making.
- Behavior: The ultimate goal is to drive consumer action, such as a purchase or brand interaction. Clear calls to action are essential at this stage.
Speaker Notes These eight stages represent a consumer’s journey from initial exposure to a marketing message to the final purchase decision. Marketers need to craft strategies that address each stage to create a smooth and persuasive path for consumers.
Slide 4
Illustrating the Stages with Advertising Examples
- We will now explore real-world examples of how marketers leverage the CPM stages in their advertising.
Speaker Notes Let’s see how some popular advertising campaigns effectively navigate consumers through the CPM stages.
Slide 5
Stage 1: Exposure (Example – Nike “Just Do It” Campaign)
- Campaign: Nike’s iconic “Just Do It” campaign.
- Exposure: The ubiquitous presence of the slogan and logo across various media platforms ensures maximum exposure.
Speaker Notes Nike’s “Just Do It” campaign is a masterclass in exposure. The simple yet powerful slogan and logo are plastered everywhere, from clothing and footwear to billboards and social media. This ensures that their target audience is constantly exposed to the brand.
Slide 6
Stage 2: Attention (Example – Snickers “You’re Not You When You’re Hungry” Campaign)
- Campaign: Snickers’ “You’re Not You When You’re Hungry” campaign.
- Attention: Humorous commercials featuring celebrities acting out of character when hungry grab viewers’ attention.
Speaker Notes Snickers uses humor to capture attention. Their commercials featuring celebrities acting “hangry” are funny and relatable, making viewers stop and pay attention to the message.
