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Advertising and Promotion - Belch - Ch06

Advertising and Promotion - Belch - Ch06

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Published by Sid Black

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Categories:Business/Law
Published by: Sid Black on Dec 05, 2010
Copyright:Attribution Non-commercial

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07/28/2013

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Source, Message andChannel Factors
 
The Persuasion Matrix
Independent variables: The Communications ComponentsSource Message Channel ReceiveDestination
4321
MessagepresentationAttentionComprehensionYieldingRetentionBehavior DependentVariables
 
Promotional PlanningThrough The Persuasion Matrix
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 favorableattitudes?
4.Source/attention
Who will be effective in getting consumers’attention?

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