Suche senden
Hochladen
Communication Response Models
•
Als PPT, PDF herunterladen
•
20 gefällt mir
•
32,021 views
S
slideshowpowerpoint
Folgen
Bildung
Business
Technologie
Melden
Teilen
Melden
Teilen
1 von 39
Jetzt herunterladen
Empfohlen
Integrated Marketing Communications
Integrated Marketing Communications
Davidt123
Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And Development
Phoenix media & event
Source & Message Factors.pptx
Source & Message Factors.pptx
SanjayGopali
Chap01 An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
Phoenix media & event
The Role of IMC in the Marketing Process
The Role of IMC in the Marketing Process
Indrajit Bage
Marketing Communication Process
Marketing Communication Process
Asia Pacific Marketing Institute
Belch 10e ch01_ppt
Belch 10e ch01_ppt
Babar Hayat
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Indrajit Bage
Empfohlen
Integrated Marketing Communications
Integrated Marketing Communications
Davidt123
Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And Development
Phoenix media & event
Source & Message Factors.pptx
Source & Message Factors.pptx
SanjayGopali
Chap01 An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
Phoenix media & event
The Role of IMC in the Marketing Process
The Role of IMC in the Marketing Process
Indrajit Bage
Marketing Communication Process
Marketing Communication Process
Asia Pacific Marketing Institute
Belch 10e ch01_ppt
Belch 10e ch01_ppt
Babar Hayat
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Indrajit Bage
Chapter 1
Chapter 1
Jawad Chaudhry
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
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
Dr. Amitabh Mishra
Chap02 The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
Phoenix media & event
integrated marketing communication
integrated marketing communication
Tushar Narula
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
Chap10 Media Planning And Strategy
Chap10 Media Planning And Strategy
Phoenix media & event
Testing Advertising Effectiveness
Testing Advertising Effectiveness
Anubha Rastogi
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Phoenix media & event
Integrated marketing communication
Integrated marketing communication
FCB Brandfirst Nigeria
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Phoenix media & event
Role of IMC in Marketing Process
Role of IMC in Marketing Process
Rahul Barwe
Measuring advertising and campaign effectiveness
Measuring advertising and campaign effectiveness
sksbatish
Advertising Campaign management
Advertising Campaign management
Ramil Jabbarov
8. Media Planning and Scheduling
8. Media Planning and Scheduling
Prachi Ladha
Chap06 Source, Message And Channel Factors
Chap06 Source, Message And Channel Factors
Phoenix media & event
Introduction to Integrated Marketing Communication
Introduction to Integrated Marketing Communication
Academic EDGE
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
venkatesh yadav
Message Strategy and Design
Message Strategy and Design
Prachi Ladha
Chapter 3
Chapter 3
gabbsy
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Rajesh Kumar
Source, Message, and Channel Factors
Source, Message, and Channel Factors
Indrajit Bage
Weitere ähnliche Inhalte
Was ist angesagt?
Chapter 1
Chapter 1
Jawad Chaudhry
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
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
Dr. Amitabh Mishra
Chap02 The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
Phoenix media & event
integrated marketing communication
integrated marketing communication
Tushar Narula
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
Chap10 Media Planning And Strategy
Chap10 Media Planning And Strategy
Phoenix media & event
Testing Advertising Effectiveness
Testing Advertising Effectiveness
Anubha Rastogi
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Phoenix media & event
Integrated marketing communication
Integrated marketing communication
FCB Brandfirst Nigeria
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Phoenix media & event
Role of IMC in Marketing Process
Role of IMC in Marketing Process
Rahul Barwe
Measuring advertising and campaign effectiveness
Measuring advertising and campaign effectiveness
sksbatish
Advertising Campaign management
Advertising Campaign management
Ramil Jabbarov
8. Media Planning and Scheduling
8. Media Planning and Scheduling
Prachi Ladha
Chap06 Source, Message And Channel Factors
Chap06 Source, Message And Channel Factors
Phoenix media & event
Introduction to Integrated Marketing Communication
Introduction to Integrated Marketing Communication
Academic EDGE
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
venkatesh yadav
Message Strategy and Design
Message Strategy and Design
Prachi Ladha
Chapter 3
Chapter 3
gabbsy
Was ist angesagt?
(20)
Chapter 1
Chapter 1
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
Chap02 The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
integrated marketing communication
integrated marketing communication
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...
Chap10 Media Planning And Strategy
Chap10 Media Planning And Strategy
Testing Advertising Effectiveness
Testing Advertising Effectiveness
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Integrated marketing communication
Integrated marketing communication
Chap09 Creative Strategy Implementation And Evaluation
Chap09 Creative Strategy Implementation And Evaluation
Role of IMC in Marketing Process
Role of IMC in Marketing Process
Measuring advertising and campaign effectiveness
Measuring advertising and campaign effectiveness
Advertising Campaign management
Advertising Campaign management
8. Media Planning and Scheduling
8. Media Planning and Scheduling
Chap06 Source, Message And Channel Factors
Chap06 Source, Message And Channel Factors
Introduction to Integrated Marketing Communication
Introduction to Integrated Marketing Communication
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
Message Strategy and Design
Message Strategy and Design
Chapter 3
Chapter 3
Andere mochten auch
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Rajesh Kumar
Source, Message, and Channel Factors
Source, Message, and Channel Factors
Indrajit Bage
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
Andere mochten auch
(7)
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
Source, Message, and Channel Factors
Source, Message, and Channel Factors
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
Ähnlich wie 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
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
9fms pp15
9fms pp15
sonamgogia
Ähnlich wie 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)
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
9fms pp15
9fms pp15
Kürzlich hochgeladen
ARTERIAL BLOOD GAS ANALYSIS........pptx
ARTERIAL BLOOD GAS ANALYSIS........pptx
AneriPatwari
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
karenfajardo43
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
Quiz Club NITW
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
DhatriParmar
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
National Information Standards Organization (NISO)
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Jemuel Francisco
ClimART Action | eTwinning Project
ClimART Action | eTwinning Project
jordimapav
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17
Celine George
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Quiz Club NITW
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
DhatriParmar
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
lancelewisportillo
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
Prerana Jadhav
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
DhatriParmar
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
Sayali Powar
Transaction Management in Database Management System
Transaction Management in Database Management System
Christalin Nelson
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
BP KOIRALA INSTITUTE OF HELATH SCIENCS,, NEPAL
Daily Lesson Plan in Mathematics Quarter 4
Daily Lesson Plan in Mathematics Quarter 4
JOYLYNSAMANIEGO
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17
Celine George
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Sri Sairam College Of Engineering Bengaluru
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
Patidar M
Kürzlich hochgeladen
(20)
ARTERIAL BLOOD GAS ANALYSIS........pptx
ARTERIAL BLOOD GAS ANALYSIS........pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
ClimART Action | eTwinning Project
ClimART Action | eTwinning Project
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
Transaction Management in Database Management System
Transaction Management in Database Management System
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
Daily Lesson Plan in Mathematics Quarter 4
Daily Lesson Plan in Mathematics Quarter 4
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
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
Jetzt herunterladen