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

All these models assume that the buyer through the stages of cognitive and behavioral effects, depending on the sequence. This sequence is called “order learn-feel-do” and is suitable if the audience is very involved with a product category that is regarded as having a strong differentiation, such as buying a car.

Another sequence is “do-feel-learn” that are relevant if the public has a strong participation, but believes that there is little or no difference in the product categories, such as buying sheets of aluminum. Ranked last was “Learn-to-feel that are relevant when the public has a low commitment, and believes that there is little difference in the product categories, such as the purchase of salt. By understanding the proper order, marketers can make the plan better marketing.

Here, we assume that the buyer has a class of high involvement products and assume that there is a strong differentiation in this category. Therefore, we will work with the hierarchy of effect model (learn, feel, act) and explains how marketers should be in each of the six stages of preparation of the buyer, namely awareness, knowledge, tastes , preferences, beliefs, and purchase.

Awareness

While most of the target audience does not realize the object, the task is to build awareness communicators, perhaps the name recognition of the product. This task can be achieved with simple messages that kept repeating the product name. However, to increase awareness requires a long time. For example, a small college in Iowa called Pottsville seeks to attract prospective students from Nebraska, but his name is not known in Nebraska. And suppose there are 30,000 students at the intermediate level and raised in Nebraska that may be potentially interested in applying to Pottsville. The college in May set a target of achieving 70% of students are aware of the name of Pottsville in a year.

Knowledge

Target may have had an awareness of the company or product, but do not know yet. May Posttville audience 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. Then Pottsville need to know how many people in the target audience that has little, many, or much knowledge about the Pottsville. Based on this information, the university then decided to choose the product knowledge as a destination of communication.

Like

If the target audience to know the product, how they feel about the product? If the public 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 watch it is because the real problems of the university, then the communication campaign simply can not solve the problem. Pottsville must improve, and then provide new quality products. Good relations requires “a good action, followed by the words well.”

Preferences

Target May as the product but do not choose other products. In this case, the communicator should try to build konsumennnya preferences. Communicators can promote the quality, value, performance and other characteristics of this product. Communicators can assess the success of campaigns by measuring the audience returned after the campaign preferences are exercised.

Faith

May target audience prefers a particular product, but not sure about the purchase. The communicator’s mission is to build confidence between students who are interested in this college Pottsville is their best choice.

Buy

Finally, some in the audience may have a conviction but did not intend to make a purchase. They may expect for more information or planning further action. Communicators must lead these consumers to switch to the final stage. How can attempt to offer products at low prices, offering bonuses, or provide a limited opportunity for customers to try. Thus, Pottsville could invite a few students in high schools selected to visit campus and attend some conferences. Pottsville May or provide scholarships for student achievement.