Enviar pesquisa
Carregar
Communication Response Models
•
Transferir como PPT, PDF
•
20 gostaram
•
32,048 visualizações
S
slideshowpowerpoint
Seguir
Educação
Negócios
Tecnologia
Denunciar
Compartilhar
Denunciar
Compartilhar
1 de 39
Baixar agora
Recomendados
Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And Development
Phoenix media & event
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Phoenix media & event
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Phoenix media & event
Source, Message, and Channel Factors
Source, Message, and Channel Factors
Indrajit Bage
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
Dr. Amitabh Mishra
Integrated Marketing communication Tools
Integrated Marketing communication Tools
Kuhu Pathak
Chap02 The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
Phoenix media & event
3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...
nzl88
Recomendados
Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And Development
Phoenix media & event
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Phoenix media & event
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Phoenix media & event
Source, Message, and Channel Factors
Source, Message, and Channel Factors
Indrajit Bage
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
Dr. Amitabh Mishra
Integrated Marketing communication Tools
Integrated Marketing communication Tools
Kuhu Pathak
Chap02 The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
Phoenix media & event
3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...
nzl88
Client agency relationship
Client agency relationship
Vikram Singh
Designing persuasive communication
Designing persuasive communication
chandrakhanthanj
Measuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional Program
Indrajit Bage
integrated marketing communication
integrated marketing communication
Tushar Narula
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Prof.(Dr.) Hong K. D.Litt, D.Sc., PhD.ក្រោយបណ្ឌិត
Consumer Perception
Consumer Perception
Balachandar Kaliappan
The Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
Asia Pacific Marketing Institute
Advertisement effectiveness.
Advertisement effectiveness.
Jaswinder Singh
Personality in consumer behavior
Personality in consumer behavior
Vijayalaxmi Jena
IMC Participants & Partners by Amitabh Mishra
IMC Participants & Partners by Amitabh Mishra
Dr. Amitabh Mishra
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
Phoenix media & event
Brand extension
Brand extension
Laise Abdul Khadir
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Nishant Agrawal
Brand Equity
Brand Equity
Sj -
Dagmar Approach
Dagmar Approach
Karthik Shakthi
Brand positioning
Brand positioning
Er Gupta
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Indrajit Bage
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
Mansi Tyagi
Creativity in advertising
Creativity in advertising
Ali Heydari
Process of advertising (Communication Process)
Process of advertising (Communication Process)
Mariel Joy Francisco
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Rajesh Kumar
Advertising & Sales Management
Advertising & Sales Management
Dr. Pratiksha Patil
Mais conteúdo relacionado
Mais procurados
Client agency relationship
Client agency relationship
Vikram Singh
Designing persuasive communication
Designing persuasive communication
chandrakhanthanj
Measuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional Program
Indrajit Bage
integrated marketing communication
integrated marketing communication
Tushar Narula
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Prof.(Dr.) Hong K. D.Litt, D.Sc., PhD.ក្រោយបណ្ឌិត
Consumer Perception
Consumer Perception
Balachandar Kaliappan
The Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
Asia Pacific Marketing Institute
Advertisement effectiveness.
Advertisement effectiveness.
Jaswinder Singh
Personality in consumer behavior
Personality in consumer behavior
Vijayalaxmi Jena
IMC Participants & Partners by Amitabh Mishra
IMC Participants & Partners by Amitabh Mishra
Dr. Amitabh Mishra
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
Phoenix media & event
Brand extension
Brand extension
Laise Abdul Khadir
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Nishant Agrawal
Brand Equity
Brand Equity
Sj -
Dagmar Approach
Dagmar Approach
Karthik Shakthi
Brand positioning
Brand positioning
Er Gupta
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Indrajit Bage
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
Mansi Tyagi
Creativity in advertising
Creativity in advertising
Ali Heydari
Process of advertising (Communication Process)
Process of advertising (Communication Process)
Mariel Joy Francisco
Mais procurados
(20)
Client agency relationship
Client agency relationship
Designing persuasive communication
Designing persuasive communication
Measuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional Program
integrated marketing communication
integrated marketing communication
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Consumer Perception
Consumer Perception
The Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
Advertisement effectiveness.
Advertisement effectiveness.
Personality in consumer behavior
Personality in consumer behavior
IMC Participants & Partners by Amitabh Mishra
IMC Participants & Partners by Amitabh Mishra
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
Brand extension
Brand extension
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Brand Equity
Brand Equity
Dagmar Approach
Dagmar Approach
Brand positioning
Brand positioning
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
Creativity in advertising
Creativity in advertising
Process of advertising (Communication Process)
Process of advertising (Communication Process)
Destaque
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Rajesh Kumar
Advertising & Sales Management
Advertising & Sales Management
Dr. Pratiksha Patil
Engel kollat blackwell model
Engel kollat blackwell model
ANOOP S NAIR
Communication Skills
Communication Skills
Yodhia Antariksa
Advertising management
Advertising management
Nupur Agrawal
Advertising Management
Advertising Management
guest3f3df2
Destaque
(6)
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Advertising & Sales Management
Advertising & Sales Management
Engel kollat blackwell model
Engel kollat blackwell model
Communication Skills
Communication Skills
Advertising management
Advertising management
Advertising Management
Advertising Management
Semelhante a Communication Response Models
Consumer Behaviour and Target Audience Decisions
Consumer Behaviour and Target Audience Decisions
slideshowpowerpoint
Integrated Marketing Communications
Integrated Marketing Communications
slideshowpowerpoint
Chap004 organizational buyer behavior
Chap004 organizational buyer behavior
Hee Young Shin
Chapter 05 MKT120 Consumer Behavior
Chapter 05 MKT120 Consumer Behavior
Deborah Oronzio
module 2 (2)
module 2 (2)
avyakaur
Marketing Communication Process
Marketing Communication Process
Asia Pacific Marketing Institute
Chap006 imc mba
Chap006 imc mba
RoNak TejaNi
Chapter005
Chapter005
Largest Catholic University
Week #4 chapter #6
Week #4 chapter #6
Sudharshan Gm
The Communication Process
The Communication Process
ousja
Lecture 3-communication
Lecture 3-communication
VMCC
Chapter05
Chapter05
Denish Vaniyawala
9fms pp15
9fms pp15
Mantha Phani Satya Anirudh
ch19.ppt
ch19.ppt
MD. MAHMUDUL HASAN KHAN
Chapter05 Consumer Behaviour
Chapter05 Consumer Behaviour
Dr Manjusha Kadam
MARKETING COMMUNICATION
MARKETING COMMUNICATION
Rahul Barwe
Imc1+f2012
Imc1+f2012
Emma Daly
Objectives of budgeting
Objectives of budgeting
Mohd Arif
18. personal selling
18. personal selling
nzl88
AMEC's New Valid Metrics
AMEC's New Valid Metrics
PRovoke Media
Semelhante a Communication Response Models
(20)
Consumer Behaviour and Target Audience Decisions
Consumer Behaviour and Target Audience Decisions
Integrated Marketing Communications
Integrated Marketing Communications
Chap004 organizational buyer behavior
Chap004 organizational buyer behavior
Chapter 05 MKT120 Consumer Behavior
Chapter 05 MKT120 Consumer Behavior
module 2 (2)
module 2 (2)
Marketing Communication Process
Marketing Communication Process
Chap006 imc mba
Chap006 imc mba
Chapter005
Chapter005
Week #4 chapter #6
Week #4 chapter #6
The Communication Process
The Communication Process
Lecture 3-communication
Lecture 3-communication
Chapter05
Chapter05
9fms pp15
9fms pp15
ch19.ppt
ch19.ppt
Chapter05 Consumer Behaviour
Chapter05 Consumer Behaviour
MARKETING COMMUNICATION
MARKETING COMMUNICATION
Imc1+f2012
Imc1+f2012
Objectives of budgeting
Objectives of budgeting
18. personal selling
18. personal selling
AMEC's New Valid Metrics
AMEC's New Valid Metrics
Último
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
VishalSingh1417
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
christianmathematics
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
ciinovamais
Asian American Pacific Islander Month DDSD 2024.pptx
Asian American Pacific Islander Month DDSD 2024.pptx
David Douglas School District
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
Nguyen Thanh Tu Collection
Grant Readiness 101 TechSoup and Remy Consulting
Grant Readiness 101 TechSoup and Remy Consulting
TechSoup
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
RamjanShidvankar
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
MaritesTamaniVerdade
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
AreebaZafar22
ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701
bronxfugly43
PROCESS RECORDING FORMAT.docx
PROCESS RECORDING FORMAT.docx
PoojaSen20
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptx
heathfieldcps1
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
Celine George
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
Thiyagu K
ICT role in 21st century education and it's challenges.
ICT role in 21st century education and it's challenges.
MaryamAhmad92
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Shubhangi Sonawane
Micro-Scholarship, What it is, How can it help me.pdf
Micro-Scholarship, What it is, How can it help me.pdf
Poh-Sun Goh
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
negromaestrong
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104
misteraugie
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
Celine George
Último
(20)
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
Asian American Pacific Islander Month DDSD 2024.pptx
Asian American Pacific Islander Month DDSD 2024.pptx
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
Grant Readiness 101 TechSoup and Remy Consulting
Grant Readiness 101 TechSoup and Remy Consulting
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
ComPTIA Overview | Comptia Security+ Book SY0-701
ComPTIA Overview | Comptia Security+ Book SY0-701
PROCESS RECORDING FORMAT.docx
PROCESS RECORDING FORMAT.docx
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptx
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
ICT role in 21st century education and it's challenges.
ICT role in 21st century education and it's challenges.
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Micro-Scholarship, What it is, How can it help me.pdf
Micro-Scholarship, What it is, How can it help me.pdf
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
Communication Response Models
1.
3 Communication Response Models
2.
Chapter Objectives • To
understand the basic elements of the communication process and the role of communication in marketing. • To examine various communication response models. • To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. • To examine the nature of consumers’ cognitive processing of marketing communications. • To summarize an integrative communication response model from a theoretical and managerial perspective. © 2005 McGraw-Hill Ryerson Limited
3.
The Communications Process
© 2005 McGraw-Hill Ryerson Limited
4.
Source • Sender or
source of communication is the person or organization that has information to share. • A source can be: – An individual – A nonpersonal entity © 2005 McGraw-Hill Ryerson Limited
5.
Message • Contains the
information or meaning the source hopes to convey. – Verbal or nonverbal – Written, oral, or symbolic • Developed as a result of the encoding process. – Encoding involves putting thoughts, ideas, or information into symbolic form. © 2005 McGraw-Hill Ryerson Limited
6.
There are many
forms of encoding Encoding Verbal Graphic Musical Animation • Spoken • Pictures • Arrange- • Action/ Word ment Motion • Drawings • Written • Instrum- • Pace/ Word • Charts entation Speed • Song • Voices • Shape/ Lyrics Form © 2005 McGraw-Hill Ryerson Limited
7.
Semiotics • The study
of the nature of meaning, asking how our reality – words, gestures, myths, signs, symbols, products/services, theories – acquire meaning. • Advertising and marketing researchers are interested in semiotics to better understand the symbolic meaning which might be conveyed in a communication. © 2005 McGraw-Hill Ryerson Limited
8.
The Semiotic Perspective Three
Components to every marketing message Object Brand such as Marlboro Sign or symbol Interpretant/ representing intended meaning intended (masculine,rugged meaning individualistic) (Cowboy) © 2005 McGraw-Hill Ryerson Limited
9.
What is the
symbolic meaning of the Snuggle bear? © 2005 McGraw-Hill Ryerson Limited
10.
Images encoded in
pictures powerfully convey emotions © 2005 McGraw-Hill Ryerson Limited
11.
Channel • The method
by which the communication travels from the source or sender to the receiver. © 2005 McGraw-Hill Ryerson Limited
12.
Channels of Communication
Personal Selling Personal Channels Word of Mouth Print Media Nonpersonal Channels Broadcast Media © 2005 McGraw-Hill Ryerson Limited
13.
Receiver • The person
or people with whom the sender shares thoughts or information. • Generally consumers in the target market or audience. © 2005 McGraw-Hill Ryerson Limited
14.
Levels of Audience
Aggregation Figure 3-2 © 2005 McGraw-Hill Ryerson Limited
15.
Marketing to Different
Audience Groups Mass Markets Mass Communication Market Segments Variety of relevant media Niche Markets Personal selling or highly targeted media Small Groups One message and medium Individuals Personal selling © 2005 McGraw-Hill Ryerson Limited
16.
Decoding • Transforming the
sender’s message back into thought. • Heavily influenced by receiver’s frame of reference or field of experience. • Effective communication more likely when parties share some common ground. © 2005 McGraw-Hill Ryerson Limited
17.
Noise • Unplanned distortion
or interference. • Examples include: – Errors or problems during message’s encoding – Distortion in radio or television signal – Distractions at the point of reception © 2005 McGraw-Hill Ryerson Limited
18.
Response vs. Feedback Response •
Receiver’s set of reactions after seeing, hearing, or reading the message. • Feedback is the part of the response communicated back to the sender. – Closes the loop in the communications flow and lets sender monitor how encoded message is being decoded and received. © 2005 McGraw-Hill Ryerson Limited
19.
Models of the
Response Process © 2005 McGraw-Hill Ryerson Limited
20.
1. AIDA Model •
Developed to represent the stages through which a salesperson must take a customer in the personal selling process. • Buyer is depicted as passing through Attention, Interest, Desire, and Action stages. – Action stage involves closing the sale, which is the most difficult stage, but most important to the marketer. © 2005 McGraw-Hill Ryerson Limited
21.
2. Hierarchy of
Effects Model • Paradigm for setting and measuring advertising objectives. • Shows the process by which advertising works, and that advertising’s effects occur over a period of time. • Consumer passes through a series of steps in sequential order, from initial awareness of product or service to actual purchase. © 2005 McGraw-Hill Ryerson Limited
22.
3. Innovation Adoption
Model • Represents the stages a consumer passes through in adopting a new product or service. • Potential adopters must be moved through a series of steps before deciding to adopt a new product. © 2005 McGraw-Hill Ryerson Limited
23.
4. Information Processing
Model • Assumes that the receiver in a persuasive communication situation is an information processor or problem solver. • Steps of being persuaded constitute a response hierarchy. • Steps are similar to the Hierarchy of Effects sequence. © 2005 McGraw-Hill Ryerson Limited
24.
Traditional Hierarchy Models
are useful because: • They outline the series of steps potential purchasers must take to move from unawareness of a product or service to readiness to purchase. • Potential buyers can be identified as present at different stages in the hierarchy. • Advertiser can identify different communication problems based on each stage of the hierarchy. • They can be used as intermediate measures of communication effectiveness to guide future communication decisions. © 2005 McGraw-Hill Ryerson Limited
25.
Alternative Response Hierarchies
Topical Involvement High Low Learning Model Low Involvement Model Perceived product High Cognitive differentiation Cognitive Affective Conative Dissonance/ Conative Attribution Model Low Conative Affective Affective Cognitive © 2005 McGraw-Hill Ryerson Limited
26.
Computers are high-involvement,
highly differentiated products. © 2005 McGraw-Hill Ryerson Limited
27.
Clever ads encourage
low involvement learning © 2005 McGraw-Hill Ryerson Limited
28.
Alternative Response Hierarchies Figure
3-5 © 2005 McGraw-Hill Ryerson Limited
29.
Implications of Alternative
Response Models Analyze: • Communication situation for their product or service •Involvement levels and product/service differentiation •Consumers’ use of information sources and levels of experience with product or service Likely response sequence IMC program © 2005 McGraw-Hill Ryerson Limited
30.
The Cognitive Response
Approach Figure 3-7 © 2005 McGraw-Hill Ryerson Limited
31.
Cognitive Response Categories
Product/Message Thoughts Counter Arguments Support Arguments Source-Oriented Thoughts Source Derogation Source Bolstering Ad–Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad © 2005 McGraw-Hill Ryerson Limited
32.
Product/Message Thoughts
Product/Message Thoughts Counter Arguments Support Arguments •Recipient thoughts •Recipient thoughts opposing message of affirming message of ad. ad. © 2005 McGraw-Hill Ryerson Limited
33.
Source-Oriented Thoughts
Source-Oriented Thoughts Source Derogation Source Bolstering •Negative thoughts •Positive reactions about spokesperson to spokesperson or or organization organization making making the claims. the claims. © 2005 McGraw-Hill Ryerson Limited
34.
Ad-Execution Thoughts
Ad-Execution Thoughts Thoughts About Affect Attitude the Ad Itself Toward the Ad •? •? © 2005 McGraw-Hill Ryerson Limited
35.
Elaboration Likelihood Model Focuses
on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information Routes to attitude change Central route to Peripheral route persuasion to persuasion •High ability and •Low ability and motivation to motivation to process a message process a message •Close attention is •Receiver focuses paid to message more on peripheral content cues rather than message content © 2005 McGraw-Hill Ryerson Limited
36.
Celebrity endorsers can
be peripheral cues © 2005 McGraw-Hill Ryerson Limited
37.
Implications of the
ELM • Level of involvement of consumers in target audience: – HIGH an ad or sales presentation should contain strong arguments that are difficult for the recipient to refute or counterargue. – LOW peripheral cues may be more important than detailed message arguments. © 2005 McGraw-Hill Ryerson Limited
38.
Theoretical Approach to
Understanding How Consumers Respond to Advertising A framework for studying how advertising works. Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, Affect, Experience Consumer Behaviour Choice, consumption, loyalty, habit, etc. © 2005 McGraw-Hill Ryerson Limited
39.
Managerial Approach to
Understanding How Consumers Respond to Advertising Processing and Communication Effects Figure 3-10 © 2005 McGraw-Hill Ryerson Limited
Baixar agora