Ch06-How adv works

Ch06-How adv works - Chapter 6 How Advertising Works 1...

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1 Chapter 6 How Advertising Works
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2 Learning Objectives Review consumer behavior Understand the basic human communication process. Learn about what advertising can do to influence consumers at various stages of the process.
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3 Your Experiences Have you done something primarily because of the ad you saw( e.g., bought the offering, talked about it, encouraged or discouraged friends to use it, etc.)?
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4 The Human Communication Process Sources Encoding Message Channel Decoding Receiver Feedback
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5 A general Model of the Communication Process for Promotions Feedback Source Message Transmission Receiver Action Model of the communication process Manufacturer Promotion manager Ad agency Salesperson Spokesperson • Advertisements • Sales promotions • Personal selling • Publicity • Media: TV, magazines • Direct mail: in-store • In-home; telephone • Newspaper articles • Consumer • Consumer Manage promotion Strategy Encode promotion communication Transmit promotion communication Decode Promotion communication Take action • Analyze consumer/ product relationship • Determine promotion objectives and budget • Design and implement promotion strategy • Evaluate promotion strategy • Design promotion to communicate appreciate meanings • Select media or distribution method to expose promotion message to appropriate audience • Attend to message • Interpret promotion • Integrate meanings to form A act and behavioral intention • Purchase product • Store contact • Word-mouth communication Relevant Agents and stimuli Key actions Or decision Source: Adapted from Figure 8.1 in Henry Assael, Consumer Behavior and Marketing Action , 3 rd ed.
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Ch06-How adv works - Chapter 6 How Advertising Works 1...

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