3-8 - M arch 8, 2011 The Communication Process Feedback o...

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March 8, 2011 The Communication Process Feedback o If the message is not being interpreted in the way the source intends, the source wants to know about it o Response monitoring o Audience does encoding, source does decoding o Using sales as feedback = bad idea o What should advertisers use to get feedback? Communication variables advertising can influence whether or not a sale occurs Awareness Knowledge Attitudes Ex: Red Roof Inns o People that are traveling on business—money they are using is coming out of their pockets so they are looking for budget options o Commercial talks to business travelers who are concerned with spending money while traveling o Direct correlation between advertising and number of calls coming in “Halo Effect” o Positive transfer to attitudes not directly related to an effective ad’s message This process is influenced by perceived source and the channel used to convey the message has an impact on how we respond Source Effect
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This note was uploaded on 08/29/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas.

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3-8 - M arch 8, 2011 The Communication Process Feedback o...

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