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Unformatted text preview: ys it Determining the Communication Objectives After target audience is defined must determine the desired response Needs to know where the potential buyer stands and in what stage Buyerreadiness stages awareness knowledge liking preference conviction purchase Target audience may not know anything about the product so the communicator must build awareness and knowledge After the audience knows about the product you move to liking (favorable towards one product), preference (preferring a product over another) , and conviction (believing your choice is the best) To help customers that are reluctant to buying the product communicators offer sales and other promotional activities Designing a Message Message should grab attention, hold interest, arouse desire, and obtain action (AIDA model) Communicator must decide what to say (message content) and how to say it (message format) M...
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This note was uploaded on 04/08/2014 for the course MKTG 304 taught by Professor Nyer during the Fall '12 term at Chapman University .
- Fall '12