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Chapter 6 - Chapter 6 P romotional Planning through the...

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Chapter 6 Promotional Planning through the Persuasion Matrix Persuasion Matrix -Persuasion matrix – helps marketers see how each controllable element interacts with the consumer’s response process 1. Receiver/comprehension – can the receiver comprehend the ad? 2. Channel/presentation – which media will increase presentation? 3. Message/yielding – what type of message will create favorable attitudes or feelings? 4. Source/attention – who will be effective in getting consumers’ attention? Promotional Planning Elements Source Factors
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-Source – the person involved in communicating a marketing message, either directly or indirectly SOURCE CREDIBILITY -Credibility – Is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. Expertise & Trustworthiness (two important dimensions) -Internalization – Information from a credible source influences beliefs, opinions, attitudes, and/ or behavior through a process known as internalization, which occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate. Once the receiver internalizes an opinion or attitude, it become integrated into his or her belief system and may be maintained even after the source of the message is forgotten.
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