The purpose of this article is to analyze the Receiver’s response that is to say the stages of the receiver’s reaction toward the promotional activity by the sender, in this case, by Active Languages. To describe the stages a consumer pass through in moving towards a specific behavior, we can use different models. Each model can be reduced to three broad stages: Cognitive, Affective and Behavioral. The first stage, Cognitive stage, is the stage related to awareness or learning. In this step, the consumer becomes aware of the brand and its services. The second stage is Affective and is related to feeling, interest or desire. The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle. He develops a favorable disposition toward the brand. At the end, there is the Behavioral stage which is related to Action and during which the consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
In the case of Active Languages, since they especially use Personal Selling to promote their services, we used AIDA model to explain the Receiver’s response. As the AIDA model suggests, a promotion to be effective has to attract Attention, secure Interest, build Desire for the product and obtain Action. The effectiveness of promotion depends upon to what extent the advertising message is received and accepted by the target audience.
The first moment of AIDA model is Attention and belongs to Cognitive moment.This is a crucial phase because only if the consumer is aware of the existence of the service he will consider purchasing it. Senders can grab consumers’ attention through different channels and in the particular case of Active Languages, they use personal selling that is to say mails, calls and meetings but also brochures and leaflets to show their offers.
The second stage is the “interest” stage. Once the consumer is aware of the service, the next challenge for the sender is to establish the need of their product in their mind and get them interested enough to desire to purchase it. This is a crucial phase, since awareness of a product does not always mean interest in the product. The one key way Active Languages generates interest in its services is contacting personally the potential clients, meeting with them to describe them its high quality services, its advantages and benefits.
The next stage is the “desire” stage. At this point the consumer has hopefully developed a favorable disposition towards the company, and their interest for the service offered has become a need. In the particular case of Active Languages, after the company has met the potential costumers to describe its offering, most of them express their desire for their specific services. Therefore, we may say that this first meeting is successful in establishing a desire for the services in the mind of the consumer.
Once the sender has attracted consumers’ attention and built their desire, consumers will form a purchase intention, shop around, engage in trial or make a purchase.
In the case of Active Languages, companies usually call them back to fix an appointment and later sign a short or a long term contract. In general, 80% of the companies Active Languages work with become loyal customers.
Referring to the learning model we used, we used the Foote, Cone and Belding model, which is based on a chart dividing 4 types of learning processes. These four types of learning processes are characterized by two dimensions: apprehension and implication. Regarding the implication, a customer can have a high involvement or a low involvement in the obtaining of the service offered. In the case of Active Language, we can identify that both groups of customers, privates and companies, have a high involvement in obtaining this specific service. In the other hand, the apprehension refers to the mode the customers perceive the reality, which can be an intellectual apprehension or an emotional apprehension. This is the dimension where we can distinguish both groups of customers.
This system of learning processes is also characterized by three phases of the customers’ attitude: cognition (referring to the learning part), affectivity (referring to the feeling part) and behavior (referring to the action part).
If we talk about the potential customers as companies, we can award them to the first group: with high involvement and an intellectual apprehension; this means that the companies are “thinkers” and in a learning category. The important thing is to be economic, first learn about the service offered and then, once the customer has enough information, purchase it. It’s not a spontaneous action, but a wisely though one. The companies see this service more as a need than a “want”. The process would start with the learning phase, after the feeling phase and at the end, the action phase.
Regarding the privates we still talk about high involvement but in this case led by emotions. So now we refer to our consumer as “the feeler” since what leads them to buy a particular product or in the case of Active Languages, a service is if this one makes them feel good or not. The sequence defining the purchase process followed by the privates is “Feel, Do, Learn”, according to which first the consumer “feels” so has some sensations about the service; then they “do”, so they use the service, they begin to be confident with it; finally they “learn”, so they understand if this service really makes them feel good, if it is actually suitable to what they are looking for. Thus, this process is more spontaneous compared to the one the companies go through as they are guided by material needs and not by emotions.
Speaking of the advertising strategy for this category tends to focus on visual and emotional appeals. Above all, that means highly interactive websites and brochures.
After our analysis, we have come up with some suggestions to be adopted in the advertising campaign. So having realized that Active Languages have two categories of consumers very different between each other, the company should develop two different kind of advertising strategies: one focused on the business needs required by the companies, for example by using more professional brochures and providing detailed information for each particular service and one aiming at raising emotions in consumers such as the privates that could be children, parents, students, ect., by using catchy, funny and colourful brochures in order to impact positively on their feelings.
Moreover, the website should also be more differentiated and concise in describing the services offered as the social media should be more consistent with the company’s activities and more focused on promoting them.
Have a look at our PPT about the Receiver’s Response Analysis: Receiver’s Response