Explain how Marketing Communications can be used to change customers Essay

Explain how Marketing Communications can be used to change customers attitudes and influence customers behaviour.(Marketing communications) - Essay Example The different models and the ways are discussed below that may change the attitudes and perceptions of the consumers. The marketing models discussed below for the marketing communications allows the marketing managers to know about the attitudes of the customer and then influence different strategies to influence their buying behavior. Attractive marketing campaigns and promotions need to be done so that a huge level of customer base can be attracted towards the organisation. This model allows us to focus on the attitude level of the consumer and how they interpret and learn about the new information that is being communicated to them through the advertising messages and other marketing mediums. It is important to influence the strength and usability of a product or service to the consumers in the marketing messages so that they can show their interest towards the product or service (Fitzgerald and Arnott 2000). The McGuire’s information processing model basically focuses on five elements. They are as follows: Exposure, attention level from the customers, Comprehension, Acceptance level ability of the consumers, and the Retention level rate of the consumers (Dahlen et al 2009). The information processing model developed by McGuire allows the researcher to learn about the attitudes and changes in behavior of the consumers for the communication aspects that take place while communicating the marketing information to the consumers about any product or service. According McGuire, the changes in behavior will occur if the communication takes place in a persuasive manner. The communication can be delivered in a persuasive manner by following the steps that follows ahead (Fill 2008). Firstly, the message that is to be communicated to the consumers must be presented in a clear and unambiguous manner. Then, the message must be clearly attended by the one who has delivered it. All