MODEL OF JOYEE

A new model for marketing communication was suggested by T. Joyee in 1991.The Joyee model concentrates on three areas - advertising,purchasing behaviour and consumer attitudes.It is assumed that there is a continious cycle of events in the three areas and change in one of the areas affect the other areas.Consumer attitudes refer to the positive or negative feeling of an individual towards a product or service. The attitudes are developed by personal experiences in the past or the experiences of the others.The attitude is a psychographic characteristic and depends on age,gender,social class,regional and cultural too.It is assumed that if the attitude towards a product is favourable,then the person is most likely to buy the product.The advertisement is deemed effective if it is capable of changing the viewer's attitude in the favour of the product advertised.It is not only difficult to change consumer attitudes,but is also time consuming.Market research can identify the drivers for change.Commercial Focusing on the drivers can be conceptualized.
It has to be kept in mind here that there is a change that the customer may view an advertisement in some other context.
With website emerging as a major medium for advertisements,research has been done to study their effect.Stevenson,Burner and Kumar applied the hierarchy of effects model to Web advertisements and found that they too follow the same pattern.