16-2 (how do marketing communications work)
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Transcript of 16-2 (how do marketing communications work)
Operating processes during communication
Selective Attention
Selective Distortion
Selective Retention
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Cognitive Stage
Affective Stage
Behavior Stage
Hierarchy-of-Effects Model
Awareness
Interest
Evaluation
Trial
Adoption
Innovation-Adoption Model
Cognitive Stage
Affective Stage
Behavior Stage
Learn-feel-do Sequence
When audience has high involvement with product category perceived to have high
differentiation
Do-feel-learn Sequence
When audience has high involvement with product category but perceives little or no
differentiation
Learn-do-feel Sequence
When audience has low involvement with product category and perceives little or no differentiation
Assuming learn-feel-do sequence, Hierarchy-of-effects model can be illustrated as:
AwarenessKnowledgeLikingPreferenceConvictionPurchase